| Tekijä: | Campo, K. Gijsbrechts, E. Nisol, P. |
| Otsikko: | The impact of retailer stockouts on whether, how much, and what to buy |
| Lehti: | International Journal of Research in Marketing
2003 : SEP, VOL. 20:3, p. 273-286 |
| Asiasana: | Retailing Stocks Consumer behaviour Buying |
| Kieli: | eng |
| Tiivistelmä: | This paper investigates the impact of retailer stock-outs on whether, how much, and what consumers buy in a category during the out-of-stock period. It adds to previous literature by investigating the stock-outs' impact on purchase quantities, by uncovering the pattern of within-category shifts triggered by them, and by analyzing dynamic effects on incidence, quantity, and choice decisions. Although essential for an accurate assessment of stock-out implications, these aspects of out-of-stock (OOS) behavior have received little attention so far. Traditional purchase incidence, quantity and choice models are adapted to account for various stock-out effects, and estimated based on scanner panel data for two product categories. While tractable, the models capture various aspects of stock-out reactions within the store, allowing to trace the implications of stock-outs for specific SKUs and household (segment)s. The estimation results demonstrate that out-of-stocks can affect all three purchase decisions: they may reduce the probability of purchase incidence, lead to the purchase of smaller quantities, and induce asymmetric, non-IIA choice shifts. Simulation of aggregate implications further suggests that, on the whole, retailer losses from stock-outs remain limited, while manufacturer losses can be quite substantial, depending on the stock-out item and the store's assortment composition. |
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