Microcomputer Purchase Decisions in Small Retail Businesses

Microcomputer Purchase Decisions in Small Retail Businesses

Gerry Gingrich (University of North Carolina at Wilmington, USA) and Earl Honeycutt Jr. (University of North Carolina at Wilmington, USA)
Copyright: © 1989 |Pages: 11
DOI: 10.4018/joeuc.1989070101
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Abstract

The number of microcomputers purchased by small retail businesses continues to increase. Little is known, however, about retailers’ purchase process and its relationship to postpurchase satisfaction. This study investigated the stages of that purchase process beginning with the search for information. Results indicate that postpurchase satisfaction is dependent upon choices and decisions made in the early stages of the purchase process. In addition, data analyses reveal that the sources of purchase information are changing and that all available sources are not being used. Finally, the study indicates that small retailers continue to experience relatively low levels of postpurchase satisfaction despite the increasing power and decreasing prices of computer systems. Reasons for low satisfaction levels are discussed. Then both practical and research-oriented recommendations are made for improving the microcomputer purchase decisions of small retailers.

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