Understanding Consumer Reactions to Assortment Unavailability

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Table 2.2: Methodological overview of explaining variables for consumer stock-out reactions (significance p < 0.05) Postpone Purchase Item Switch Store Switch Brand Switch Variable Description of Characteristic Variables related to the specific product category or brand in which the (hypothetical or factual) stock-out appears Antecedents Availability of acceptable alternatives (Campo, Gijsbrechts, and + – + – Nisol 2000) * Perceived attractiveness of alternatives (Fitzsimons 2000) – – – + Perceived risk of switching to an alternative (Emmelhainz, Stock, – and Emmelhainz 1991) Stock-out item is in consideration set (Fitzsimons 2000) + Brand loyalty (Campo, Gijsbrechts, and Nisol 2000) + Repeat purchases (Emmelhainz, Stock, and Emmelhainz 1991) – Private label (Schary and Christopher 1979) – + Store loyalty in general (Campo, Gijsbrechts, and Nisol 2000) + – + + Percentage of shopping trips at survey store (Campo, Gijsbrechts, + – + + and Nisol 2000) Store loyalty (Emmelhainz, Stock, and Emmelhainz 1991) – + Store loyalty: large (Verbeke, Farris, and Thurik 1998) + Required purchase quantity (Campo, Gijsbrechts, and Nisol 2000) + – + – and + Urgency (Zinn and Liu 2001) – Available shopping time (Campo, Gijsbrechts, and Nisol 2000) + – + + Time pressure (Campo, Gijsbrechts, and Nisol 2000) + – and + + – and + Major shopping trip (Campo, Gijsbrechts, and Nisol 2000) + and – + + and – – and + Shopping attitude (Campo, Gijsbrechts, and Nisol 2000) – + – – and + Complexity of decision-making process set (Fitzsimons 2000) – Amount of purchase: small versus large (Verbeke, Farris, and + + – Thurik 1998) Product-related variables Variables related to the store or retail chain in which the stock-out occurs Store-related variables Variables related to the specific shopping trip in which the stock-out appears Situation-related variables Variables related to the consumer (shopper) who is confronted with the stock-out Consumer-related variables * Campo, Gijsbrechts, and Nisol (2000) define variety switch (another SKU of same brand) and brand switch as elements of an item switch and pay separate attention to size switches. In most other studies about consumer reactions to stock-outs, size and variety switch within the same brand are defined as item switch, whereas a brand switch is measured as a separate switching reaction
A second important characteristic is brand loyalty. Several studies have shown that the more loyal a consumer is to a specific brand (in terms of attitude or behavior), the less likely he or she is to switch to another brand in the case of an OOS occurrence. Furthermore, brand-loyal consumers are more likely to buy the OOS item or brand in another store (Campo, Gijsbrechts, and Nisol 2000; Emmelhainz, Stock, and Emmelhainz 1991; Peckham 1963; Verbeke, Farris, and Thurik 1998). A third variable is the level of safety stock consumers generally maintain before they make a new purchase (Campo, Gijsbrechts, and Nisol 2000; Narasimhan, Neslin, and Sen 1996). Some perishable products, such as milk or sour cream, are unlikely to be stockpiled. Consumers tend to buy these products to consume them within a few days. Therefore, for such products, it is less likely that consumers will postpone their purchase if the preferred item is OOS. A fourth variable is the type of brand that is unavailable. Schary and Christopher (1979) find a significant effect of the type of brand on OOS reactions. National brand buyers have a greater tendency to switch stores in the case of OOS than do private label buyers. This effect may be caused by the limited distribution level of private labels compared with national brands. As a consequence, it is relatively more inconvenient for private label buyers to obtain their favorite item if it is OOS than for national brand buyers. Store-related variables. Store-related antecedents pertain to variables that are related to the store or retail chain in which the OOS occurs. Several studies include store loyalty (attitudinal and behavioral) as an antecedent of OOS reactions. Not surprisingly, most report a positive effect of store loyalty on item switching, brand switching, and postponement of the purchase. Store-loyal consumers are less likely to switch to another store in the case of an OOS occurrence (Campo, Gijsbrechts, and Nisol 2000; Emmelhainz, Stock, and Emmelhainz 1991). Some studies also have considered the availability of alternative stores in the vicinity of the store in which the OOS appears. Not only the number of alternative stores but also the acceptability of these stores plays an important role in shoppers’ decision to switch stores. For example, attributes such as the available parking space, price level, and service level of alternative stores may influence the decision to switch stores in the case of an OOS occurrence. Theoretically, consumers with many acceptable alternative stores within a reasonable distance are more likely to switch to another store and less likely to buy a substitute (item or brand switch) or postpone the purchase. Although this expectation seems logical, no studies have supported this effect (e.g., Verbeke, Farris, and Thurik 1998). 32
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 28 and 29: other explanatory studies, we study
Page 30 and 31: Studies that apply exploratory desi
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
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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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