Understanding Consumer Reactions to Assortment Unavailability

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Appendix 2A: Overview and definition of independentvVariables Main variables Brand equity (BE) Strength of brand in terms of price level, Concept Measurement Instrument awareness, and quality Hedonic level (HL) Hedonic level of product category Product-related variables Number of brands (NB) Number of national brands in category X with a market share ≥ 3% Brand loyalty (BL) Loyalty toward brand Y in category X Stockpiling (SP) The level of safety stock consumers usually have in their homes before they restock the product Impulse buying (IB) Distinction between unplanned and planned purchases Buying frequency Average buying (BF) frequency Store-related variables Store loyalty (SL) Loyalty towards store Z when shopping for Availability of alternative stores (AS) Store type (ST) groceries Number of competing supermarkets in the same shopping area The number of items the supermarket offers to the consumer Brands are rated by food experts on a threeitem, seven-point scale. Coefficient alpha = 0.85 Categories are rated by food experts on a twoitem, seven-point scale. Correlation = 0.94. Market share within product category. Based on retail scanner data from ACNielsen Dummy variable, equal to 1 if the hypothesized stock-out brand is the primary brand for the consumer in category X Categories are rated by food experts on regular stockpiling level before consumers restock (low, medium, high). Based on Campo, Gijsbrechts, and Nisol (2000) and Narasimhan, Neslin, and Sen (1996) Dummy variable, equal to 1 if product and brand was not planned in advance. Number of times a product is bought on a monthly basis Dummy variable, equal to 1 if the supermarket with the hypothesized stock-out is the primary supermarket for the consumer Number of supermarkets with a similar merchandising strategy within a radius of approximately 250 meters and/or 4 minutes walking of the supermarket where the OOS occurs. Based on general information about supermarket locations in the Netherlands (Levensmiddelenkrant 2002) Dummy variable, equal to 1 if the assortment of the supermarket is relatively wide and deep and 0 if the assortment is relatively limited. Based on real assortment levels of supermarkets (internal company sources) 57
Appendix 2A: Overview and Definition of Independent Variables (continued) Situation-related variables Shopping trip (TR) Distinction between minor and major Part of the week (WK) Personal usage (PU) Concept Measurement Instrument shopping trips Distinction of the part of the week when the shopping trip took place Consumer-related variables Shopping attitude (SA) Shopping frequency (SF) General time constraint (TC) Product is bought for own usage Perception of shopping as a necessary task or an activity that brings enjoyment Average shopping frequency Time constraint in general for grocery shopping Dummy variable, equal to 1 for major shopping trips and 0 for minor shopping trips Dummy variable, equal to 1 for trips at the end of the week (Thursday–Saturday) and 0 for trips during the first part of the week (Monday– Wednesday) Dummy variable, equal to 1 if the buyer is (one of the) users Four-item self-reported scale (based on Babin, Darden, and Griffin 1994; Sproles and Sproles 1990) (coefficient alpha = 0.79) Example: “Shopping is truly a joy” Average number of shopping trips per week Age (AG) Age of respondent Age in number of years Price consciousness (PC) Quality consciousness (QC) Focus on price level when shopping for groceries Focus on quality level of products when shopping for groceries Degree of perceived spare time for grocery shopping on five-point scale Example: “In general, I do not have much spare time for shopping” Degree of price focus on five-point scale (based on Lichtenstein, Ridgway, and Netemeyer 1993) Example: “I always focus on the price when I am shopping for groceries” Degree of quality focus on five-point scale Example: “I always focus on the quality of products when I am shopping for groceries” 58
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 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 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
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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),
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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
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Slager, A.M.H., Banking across Bord
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