Understanding Consumer Reactions to Assortment Unavailability

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assortment benefits and assortment costs also might be beneficial for practitioners that want to find more optimal assortment levels. With the several studies provided in this thesis, managers can improve their decision-making abilities when they are forced to decide which items and/or brands to delist. For example, our research provides indications for category sales losses with regard to the type of brand that is delisted, type of category and type of store. Furthermore, we provide insights into the short- and long-term effects of assortment reductions. We also measure assortment reduction effects on qualitative variables, such as assortment satisfaction and complaining behavior. Our study on out-of-stocks also gives clear guidelines for managers about the types of stock- outs that will cause significant negative effects for their category sales. With these guidelines, managers can set priorities in their efforts to prevent stock-outs. 23
CHAPTER 2 THE IMPACT OF BRAND EQUITY AND THE HEDONIC LEVEL OF PRODUCTS ON CONSUMER STOCK-OUT REACTIONS Abstract In this chapter, we investigate the impact of brand equity and the hedonic level of the product on consumer stock-out responses. We also examine whether the hedonic level of the product moderates the effect of brand equity. Using a sample of Dutch consumers divided into eight product groups and eight retail chains, we test our hypotheses and find that consumers are more loyal to high-equity brands than to low-equity brands in the case of a stock-out situation. In hedonic product groups, consumers are more likely to switch to another store. Purchasers of high-equity brands in hedonic product groups, compared with purchasers of high-equity brands in utilitarian product groups, are less inclined to postpone the purchase but more likely to switch to another item by that brand. In addition to these two main variables, we also investigate the effect of variables from prior research and some new variables, such as stockpiling and impulse buying. Finally, we discuss the theoretical and managerial implications of the findings. 24
Page 1 and 2: LAURENS SLOOT Understanding Consume
Page 4 and 5: UNDERSTANDING CONSUMER REACTIONS TO
Page 6 and 7: PREFACE (IN DUTCH) Begin 2001 schre
Page 8 and 9: TABLE OF CONTENTS Preface (in Dutch
Page 10 and 11: 3.7 Study 2 74 3.8 Hypotheses 74 3.
Page 12 and 13: CHAPTER 1: INTRODUCTION AND OVERVIE
Page 14 and 15: Most supply chain-oriented reductio
Page 16 and 17: 400 square meters) are disappearing
Page 18 and 19: more. However, Aldi is known to be
Page 20 and 21: antecedents, such as the brand equi
Page 22 and 23: of assortment reduction responses a
Page 26 and 27: 2.1 Introduction Out-of-stock (OOS)
Page 28 and 29: other explanatory studies, we study
Page 30 and 31: Studies that apply exploratory desi
Page 32 and 33: Table 2.2: Methodological overview
Page 34 and 35: Situation-related variables. Situat
Page 36 and 37: As noted, consumers generally prefe
Page 38 and 39: 2.3.3 The interaction of hedonic le
Page 40 and 41: For example, supermarkets are usual
Page 42 and 43: were selected for further analyses.
Page 44 and 45: example, a key utilitarian benefit
Page 46 and 47: The mathematical formulation of the
Page 48 and 49: Table 2.6: Correlation matrix depen
Page 50 and 51: correlation between the hedonic lev
Page 52 and 53: 2.6 Discussion In this study, we in
Page 54 and 55: Following the literature on promoti
Page 56 and 57: consider this finding when they att
Page 58 and 59: Appendix 2A: Overview and definitio
Page 60 and 61: CHAPTER 3 UNDERSTANDING THE IMPACT
Page 62 and 63: the Dutch food retailer Edah delist
Page 64 and 65: FMI (1993) conducts natural experim
Page 66 and 67: customers no longer or less frequen
Page 68 and 69: extent, comparable to the tendency
Page 70 and 71: Figure 3.1: Graphical display of as
Page 72 and 73: consumers evaluate assortments that
Page 74 and 75:
Figure 3.3: Interaction effect of a
Page 76 and 77:
SSI (H1). We expect that the brand
Page 78 and 79:
3.8.4 Store-related antecedents Fin
Page 80 and 81:
among the 10 specified product grou
Page 82 and 83:
Retail assortment-related anteceden
Page 84 and 85:
Table 3.4: Average, standard deviat
Page 86 and 87:
3.10.2 Store switching intentions W
Page 88 and 89:
effects indicated in Study 1 (β =
Page 90 and 91:
3.12 Managerial implications Retail
Page 92 and 93:
Appendix 3A: Overview and definitio
Page 94 and 95:
4.1 Introduction Since the early 19
Page 96 and 97:
changes in assortment perceptions (
Page 98 and 99:
Negative sales effects may occur be
Page 100 and 101:
therefore might question the existe
Page 102 and 103:
Table 4.2: Overview of separate ana
Page 104 and 105:
analogously. The resulting complete
Page 106 and 107:
changes in the price level do not i
Page 108 and 109:
Table 4.4: Estimated parameters for
Page 110 and 111:
Table 4.5: Estimated parameters for
Page 112 and 113:
infrequently in the sample stores a
Page 114 and 115:
Measurement. Following Hoch, Bradlo
Page 116 and 117:
4.7 Discussion In this collaborativ
Page 118 and 119:
into consequences at the customer l
Page 120 and 121:
eduction occurs, and the type of st
Page 122 and 123:
Manufacturers in hedonic product gr
Page 124 and 125:
2. When retailers set priorities fo
Page 126 and 127:
References Aaker, David A. (1991),
Page 128 and 129:
Broniarczyk, Susan M. and Wayne D.
Page 130 and 131:
Franses, Philip Hans and Richard Pa
Page 132 and 133:
Narasimhan, Chakravartthi, Scott A.
Page 134 and 135:
Van Trijp, Hans C.M., Wayne D. Hoye
Page 136 and 137:
de rol van het assortiment bij het
Page 138 and 139:
die het out-of-stock niveau binnen
Page 140 and 141:
Campbell, R.A.J., Rethinking Risk i
Page 142 and 143:
Langen, P.W. de, The Performance of
Page 144 and 145:
Slager, A.M.H., Banking across Bord
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