Understanding Consumer Reactions to Assortment Unavailability

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Figure 3.1: Graphical display of assortment 3.5.2 Sample The sampling frame consisted of more than 18,000 regular beer buyers participating in an online beer panel. Only subjects who were primary buyers of one of the 14 selected regular beer brands could be part of the sample. To include a substantial number of low-equity buyers, we used a stratified sampling procedure to select the subjects. For each brand, we set a target response of 25 respondents, but because the total number of primary buyers for low-equity brands was relatively low within the beer panel, we could not achieve this target for some of these brands. Assuming a response rate of approximately 50%, 705 regular beer buyers were invited to participate in the online survey, and 395 (56%) responded. Of the respondents, 42% were classified as low-equity buyers and 58% as high-equity buyers. 69
3.6 Experimental results We provide the average AE and SSI scores in Table 3.1. To test the significance of the three independent variables and the two interaction variables, we use an ANOVA (394 degrees of freedom [d.f.] and 5 d.f., respectively). We display the ANOVA results in Table 3.2. Table 3.1: Descriptive statistics of the controlled experiment (n = 383) Equity of delisted brand - Low - High Assortment size - Small (6 brands) - Large (9 brands) Assortment structure - One-third high equity - Two-thirds high equity 3.6.1 Main effects 70 Assortment Evaluation (1–7) Average Standard 4.38 3.86 3.92 4.24 3.85 4.30 Deviation 1.23 1.42 1.38 1.34 Store Switching Intention (1–5) Average Standard 2.94 3.45 3.41 3.18 Deviation The first hypothesis predicts that AE will be lower (H1a) and SSI will be higher (H1b) when a high-equity brand is delisted than when a low-equity brand is delisted. In support of these hypotheses, the AE is lower (3.86 versus 4.38; F = 15.1, p < 0.01) and SSI is higher (3.55 versus 2.9; F = 20.1, p < 0.01) for high-equity brand delistings than for low-equity brand delistings. We also find support for the proposition that AE will be higher (H2a) and SSI lower (H2b) when a brand delisting occurs in a large instead of a small assortment; AE is higher for larger assortments (3.92 versus 4.24; F = 5.8, p < 0.01), and SSI is higher for smaller assortments (3.41 versus 3.18; F = 3.0, p < 0.01). Finally, H3a and H3b predict that, when the percentage of high- equity brands is higher, AE will be higher and SSI will be lower. Our results show that 1.45 1.24 3.46 3.14 1.37 1.32 1.33 1.42 1.35 1.38 n 160 223 196 187 192 191
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LAURENS SLOOT Understanding Consume
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UNDERSTANDING CONSUMER REACTIONS TO
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PREFACE (IN DUTCH) Begin 2001 schre
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TABLE OF CONTENTS Preface (in Dutch
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3.7 Study 2 74 3.8 Hypotheses 74 3.
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CHAPTER 1: INTRODUCTION AND OVERVIE
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Most supply chain-oriented reductio
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400 square meters) are disappearing
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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 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 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
Page 108 and 109: Table 4.4: Estimated parameters for
Page 110 and 111: Table 4.5: Estimated parameters for
Page 112 and 113: infrequently in the sample stores a
Page 114 and 115: Measurement. Following Hoch, Bradlo
Page 116 and 117: 4.7 Discussion In this collaborativ
Page 118 and 119: 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
Page 142 and 143:
Langen, P.W. de, The Performance of
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Slager, A.M.H., Banking across Bord
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