Product complexity effects on information source preference by retail buyers

This study employed an experimental procedure for examining the effects of product complexity on the importance of various information sources to buyers in retail organizations. In agreement with characteristics of products theories, the results showed that the perceived importance of these information sources was influenced by complexity. Contrary to results of similar studies done in industrial settings, personal selling was not viewed as the most important information source at either of the two levels of product complexity studied. Based on the findings, recommendations for improving marketing theory and practice and for future research on organizational buyer behavior were made.