Exploring Shopper Reactions to Grocery Stockouts

Ronald B. Larson, B. Ferrin
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Abstract

ABSTRACT Retailers continue to struggle to improve product on-shelf availability (OSA). Stockouts generate significant profitability and reputation effects. This research utilizes an online survey of 1,399 U.S. adults self-reporting their reaction to a stockout of a grocery item they regularly buy. Findings indicate that perceptions of private label purchase riskiness were related to switching stores in response to stockouts. When confronted with a stockout, shoppers who patronized multiple stores each week and those manifesting short-term orientations were more likely to switch stores than buy a substitute. The switch-stores reaction was linked to three demographic attributes: race, households with children, and gender. Nonwhites were more likely to switch stores than purchase a substitute and women and households with children were less likely to switch stores than purchase a substitute. This research concludes with a discussion of options that food retailers could deploy tactics to help reduce the harmful effects of stockouts.
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探索购物者对杂货店缺货的反应
零售商继续努力提高产品上架可用性(OSA)。缺货会产生显著的盈利能力和声誉影响。这项研究利用了一项对1399名美国成年人的在线调查,他们自我报告了他们对经常购买的食品缺货的反应。研究结果表明,对自有品牌购买风险的认知与因缺货而切换商店有关。当面临缺货时,每周光顾多家商店的购物者和那些表现出短期倾向的购物者更有可能换家商店,而不是购买替代品。转换商店的反应与三个人口统计属性有关:种族、有孩子的家庭和性别。非白人更有可能更换商店而不是购买替代品,而女性和有孩子的家庭更不可能更换商店而不是购买替代品。本研究最后讨论了食品零售商可以采用的策略,以帮助减少缺货的有害影响。
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来源期刊
CiteScore
5.70
自引率
6.90%
发文量
17
期刊介绍: From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.
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