Understanding Consumer Reactions to Assortment Unavailability

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other explanatory studies, we study OOS responses in a modest number of product groups and retail chains, which improves the generalizability and external validity of our results. In addition to its theoretical contribution, our study also provides a clear managerial framework. Using this framework, both retailing and manufacturing managers can set priorities regarding which product groups and brands for which OOS should be minimized. We continue this chapter with a review of the prior literature on OOS. Next, we discuss our conceptual model and the underlying hypotheses. We subsequently describe the research methodology and empirical results, and we end with a discussion of the managerial implications, research limitations, and directions for further research. 2.2 Literature review In this section, we provide a literature review of prior studies on OOS reactions and discuss the objectives, research methodology, research setting, OOS reactions considered, and antecedents of OOS reactions. In Table 2.1, we provide an overview of the published studies about consumer stock-out reactions in marketing and business logistics literature. 2.2.1 Objectives The objectives of early studies on OOS were mainly to define and measure OOS reactions and their financial impact. In some of these studies, OOS reactions were explained in an explorative way (e.g., Peckham 1963). Schary and Christopher’s (1979) study was the first to attempt to explain OOS reactions. In the early 1990s, Emmelhainz, Stock, and Emmelhainz (1991) continued to focus on explaining OOS reactions. Although their study is mainly descriptive in nature, they take some interesting product and situational variables into account to explain OOS reactions. Campo, Gijsbrechts, and Nisol (2000) were the first to explicitly build a theoretically based conceptual framework to explain consumer reactions to OOS. 2.2.2 Research methodology Most studies apply either a field experiment or a survey. In field experiments, true stock-outs are studied. Researchers either remove specific items or brands in advance of the research or ask consumers if they encountered an OOS situation during their shopping trip (quasi-experiments). 27
Table 2.1: Methodological overview of studies about consumer responses to OOS Number of Retail Chains and Stores Involved Many different retail chains and many stores (exact number not given) Number of Brand Types Involved Number of Categories Involved 14 No Main OOS Reactions Measured Substitute brand bought (Y/N) Main Objective(s) of Study Determining the level of consumer OOS confrontations and describing consumer OOS behavior Products included Grocery products Author(s) Peckham (1963) information given One retail chain, ten stores No information given Specific number not given Stock-out Study Type (true or Range of OOS Data Collection Design (hypothetical) (item or brand ) Method Quasi- True Brand Personal interviews in experiment a supermarket setting after check-out (n = 1173, 24% experienced unavailability) Survey Hypothetical Item Written survey, distributed by the cashier (n = 1433) Quasi- True Item Personal interviews experiment with shoppers just leaving the check-out area (n = 1167, 343 effectively) Field True Item Personal interviews (n experiment = 2810, 375 effectively) Store switch Brand switch Item switch Defer Item switch Brand switch Product switch Store switch No buy Postpone Item switch Brand switch Product switch Delay purchase Different store Special trip Brand switch Store switch Postpone purchase Liquor products Describing consumer OOS behavior and determining the economic costs of stock-outs to retailers Grocery Describing and explaining products consumer OOS responses (branded food from store- and product- items) related characteristics Walter and Grabner (1975) One retail chain, two stores No information given Specific number not given Schary and Christopher (1979) One retail chain (discount), one store 5 5 leading selling varieties Identifying consumer OOS behavior and analyzing the impact of product and situation influences on consumer OOS behavior Grocery products Emmelhainz, Stock, and Emmelhainz (1991) One retail chain, eight stores 5 5 high-share brands True Brand Interviews by telephone (n = 590) Field experiment Identifying consumer OOS reactions for high-selling brands and explaining OOS reactions by store-related and situational characteristics Explaining consumer OOS reactions based on a conceptual framework with major determinants of consumer OOS reactions Explaining OOS effects (store switch, satisfaction) by cognition and attitude Grocery products Verbeke, Farris, and Thurik (1998) One retail chain, one store 2 3 (generics, private labels, and national brands) Survey Hypothetical Item Personal interviews in the supermarket (n = 993 cases, margarine 544, cereals Size switch Item switch Store switch Defer Cancel Store switch Consumer satisfaction Grocery products (margarine and cereals) Campo, Gijsbrechts, and Nisol (2000) No real retail outlet context No information given Specific number not given 449) Four experiments with written surveys. Hypothetical Hypothetical items Laboratory experiment All types of products Fitzsimons (2000) One retail chain (discount), four different stores No information given Specific number not given True Item Written questionnaire, (n = 283) Quasiexperiment Substitute item Delay purchase Leave the store Explaining consumer OOS reactions from a consumer psychology context (consideration set, commitment, attractiveness of alternatives, and perceived complexity of choice process) Small appliances, home decoration items, furniture, and jewelry Zinn and Liu (2001)
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 24 and 25: assortment benefits and assortment
Page 26 and 27: 2.1 Introduction Out-of-stock (OOS)
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
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3.8.4 Store-related antecedents Fin
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among the 10 specified product grou
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Retail assortment-related anteceden
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Table 3.4: Average, standard deviat
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3.10.2 Store switching intentions W
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effects indicated in Study 1 (β =
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3.12 Managerial implications Retail
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Appendix 3A: Overview and definitio
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4.1 Introduction Since the early 19
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changes in assortment perceptions (
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Negative sales effects may occur be
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therefore might question the existe
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Table 4.2: Overview of separate ana
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analogously. The resulting complete
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changes in the price level do not i
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Table 4.4: Estimated parameters for
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Table 4.5: Estimated parameters for
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infrequently in the sample stores a
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Measurement. Following Hoch, Bradlo
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4.7 Discussion In this collaborativ
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into consequences at the customer l
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eduction occurs, and the type of st
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Manufacturers in hedonic product gr
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2. When retailers set priorities fo
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References Aaker, David A. (1991),
Page 128 and 129:
Broniarczyk, Susan M. and Wayne D.
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Franses, Philip Hans and Richard Pa
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Narasimhan, Chakravartthi, Scott A.
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Van Trijp, Hans C.M., Wayne D. Hoye
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de rol van het assortiment bij het
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die het out-of-stock niveau binnen
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Campbell, R.A.J., Rethinking Risk i
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Langen, P.W. de, The Performance of
Page 144 and 145:
Slager, A.M.H., Banking across Bord
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