Understanding Consumer Reactions to Assortment Unavailability

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Situation-related variables. Situation-related variables pertain to antecedents that focus on the specific conditions of the consumers’ shopping trip. Several studies have suggested that buying urgency is an important determinant of OOS response (Campo, Gijsbrechts, and Nisol 2000; Emmelhainz, Stock, and Emmelhainz 1991; Zinn and Liu 2001). When a specific product is needed immediately, consumers cannot postpone the purchase. Therefore, they are more likely to buy a substitute or switch stores to buy the needed item. Campo, Gijsbrechts, and Nisol (2000) also consider the type of shopping trip as an antecedent of OOS reactions. Consumers who visit the store for a major shopping trip are less likely to switch to another store and more likely to buy a substitute. The underlying rationale for this effect is that a major shopping trip is very time consuming, and consumers are therefore reluctant to spend additional time shopping in another store. Consumer-related variables. Consumer-related variables consist of those variables related to the consumer who faces the OOS occurrence. One such characteristic is shopping attitude. Consumers with a positive shopping attitude are more likely to switch stores in the case of an OOS because they value visiting different stores (Campo, Gijsbrechts, and Nisol 2000). Another characteristic is shopping frequency. Consumers who shop frequently are more likely to postpone a purchase, because the chance of being without the product at home is smaller than for consumers who shop less frequently. However, there is no empirical evidence for such an effect (Campo, Gijsbrechts, and Nisol 2000). The time constraint or time pressure also may be an explanatory variable. Campo, Gijsbrechts, and Nisol (2000) show that consumers who have less time to shop are less likely to switch stores and more likely to buy a substitute. Related to time constraint is the age of the consumer. Peckham (1963) reports that age is negatively related to substitute buying. A possible reason for this relationship may be that older people have more spare time to shop; therefore, they have fewer time constraints against switching stores. 2.3 Conceptual model and hypotheses In Figure 2.1, we show our conceptual model. In the main model, we focus on the effect of brand equity, the hedonic level of the product, and the moderating effect of the hedonic level of the product on the effect of brand equity. In the full model, we also include variables that could be 33
important determinants of OOS reactions according to the literature. These variables are classified according to the four categories: product-, store-, situation-, and consumer-related. 2.3.1 Brand equity In defining brand equity, Chandon, Wansink, and Laurent (2000) make a distinction between high- and low-equity brands. A brand has high customer-based brand equity when consumers react more favorably to a product when the brand is identified than when it is not (Keller 2002). In general, consumers value high-equity brands more than low-equity brands. Compared with high-equity brands, low-equity brands do not provide as many benefits and are bought mainly because of their lower price (Chandon, Wansink, and Laurent 2000). Therefore, some researchers suggest that the difference in price level between a national brand and a private label is a good indicator of brand equity (Kamakura and Russell 1993). A theoretical advantage of using brand equity as an antecedent of OOS reactions is that both manufacturer and retailer brands (i.e., private labels) can be classified according to this criterion (Ailawadi, Lehmann, and Neslin 2002). Figure 2.1: Conceptual model of stock-out responses Brand equity Hedonic level Product Product- Related - Number of brands - Stockpiling - Brand loyalty - Impulse buying - Buying frequency H 2a,b,c,d, H 3a,b,c,d, 3a,b,c,d, H 1a,b,c,d, Store Store- Related - Alternative stores - Store type - Store loyalty OOS - responses - Brand switch - Store switch - Item switch - Postponement Situation Situation- Related - Shopping trip - Part of week - Product usage 34 Full Model Hypothesized Effects Consumer Consumer- Related - Shopping attitude - Shopping frequency - General time constraint - Age - Price consciousness - Quality consciousness
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 32 and 33: Table 2.2: Methodological overview
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
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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
Page 110 and 111:
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
Page 122 and 123:
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.
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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