ABSTRACT

SME's in manufacture, retail and service must know buyers' tendencies and create their strategy according to these tendencies. SME's must know how buyers connect with them. This information helps SME's to do advertisement and promotion outgoes better. Causal research method is used according to this research. Because of time, Money and workforce limits of study, Convenience sampling method is applicated. Survey is applicated to 124 firms and it is quoted from W.A. Dempsey's article in 1978. It includes vendor features scales and information sources scales. The first one consists of 20 statements. The other consists of 15 statements. Questioners are obtained by way of the interview. Firstly, scales are analyzed according to factor analysis. And vendor features scale is demeaned to 5 factors, information sources scale is demeaned to 3. Later, canonical correlation is applicated with these factors aim to research this relation between these two scales. According to this result of canonical correlation analysis, relevance practice in the lower level between two scales is identified.