Supermarket buyer evaluations of hypothe
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Vithala R. Rao; Edward W. McLaughlin; Gerard F. Hawkes
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Article
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1995
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John Wiley and Sons
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English
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## Despite large increases in the number of new consumer product introductions, little attention has been paid to the integral role of the buyer intermediary. Although previous research by the authors has confirmed various hypotheses on the influence of relevant variables on channel intermediaries'