Understanding Consumer Reactions to Assortment Unavailability
Understanding Consumer Reactions to Assortment Unavailability
Understanding Consumer Reactions to Assortment Unavailability
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Appendix 2A: Overview and definition of independentvVariables<br />
Main variables<br />
Brand equity (BE) Strength of brand in<br />
terms of price level,<br />
Concept Measurement Instrument<br />
awareness, and quality<br />
Hedonic level (HL) Hedonic level of<br />
product category<br />
Product-related variables<br />
Number of brands<br />
(NB)<br />
Number of national<br />
brands in category X<br />
with a market share ≥<br />
3%<br />
Brand loyalty (BL) Loyalty <strong>to</strong>ward brand<br />
Y in category X<br />
S<strong>to</strong>ckpiling (SP) The level of safety<br />
s<strong>to</strong>ck consumers<br />
usually have in their<br />
homes before they<br />
res<strong>to</strong>ck the product<br />
Impulse buying (IB) Distinction between<br />
unplanned and planned<br />
purchases<br />
Buying frequency Average buying<br />
(BF)<br />
frequency<br />
S<strong>to</strong>re-related variables<br />
S<strong>to</strong>re loyalty (SL) Loyalty <strong>to</strong>wards s<strong>to</strong>re<br />
Z when shopping for<br />
Availability of<br />
alternative s<strong>to</strong>res<br />
(AS)<br />
S<strong>to</strong>re type (ST)<br />
groceries<br />
Number of competing<br />
supermarkets in the<br />
same shopping area<br />
The number of items<br />
the supermarket offers<br />
<strong>to</strong> the consumer<br />
Brands are rated by food experts on a threeitem,<br />
seven-point scale. Coefficient alpha = 0.85<br />
Categories are rated by food experts on a twoitem,<br />
seven-point scale. Correlation = 0.94.<br />
Market share within product category. Based on<br />
retail scanner data from ACNielsen<br />
Dummy variable, equal <strong>to</strong> 1 if the hypothesized<br />
s<strong>to</strong>ck-out brand is the primary brand for the<br />
consumer in category X<br />
Categories are rated by food experts on regular<br />
s<strong>to</strong>ckpiling level before consumers res<strong>to</strong>ck (low,<br />
medium, high). Based on Campo, Gijsbrechts,<br />
and Nisol (2000) and Narasimhan, Neslin, and<br />
Sen (1996)<br />
Dummy variable, equal <strong>to</strong> 1 if product and<br />
brand was not planned in advance.<br />
Number of times a product is bought on a<br />
monthly basis<br />
Dummy variable, equal <strong>to</strong> 1 if the supermarket<br />
with the hypothesized s<strong>to</strong>ck-out is the primary<br />
supermarket for the consumer<br />
Number of supermarkets with a similar<br />
merchandising strategy within a radius of<br />
approximately 250 meters and/or 4 minutes<br />
walking of the supermarket where the OOS<br />
occurs. Based on general information about<br />
supermarket locations in the Netherlands<br />
(Levensmiddelenkrant 2002)<br />
Dummy variable, equal <strong>to</strong> 1 if the assortment of<br />
the supermarket is relatively wide and deep and<br />
0 if the assortment is relatively limited. Based<br />
on real assortment levels of supermarkets<br />
(internal company sources)<br />
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