haku: @freeterm Competitive strategy / yhteensä: 4
viite: 2 / 4
| Tekijä: | Verbeke, W. Farris, P. Thurik, R. |
| Otsikko: | Consumer response to the preferred brand out-of-stock situation |
| Lehti: | European Journal of Marketing
1998 : VOL. 32:11-12, p. 1008-1028 |
| Asiasana: | Brand loyalty Competition Strategy Consumer behaviour Shopping |
| Vapaa asiasana: | Competitive strategy |
| Kieli: | eng |
| Tiivistelmä: | In the study, the goal was to gauge brand loyalty. To do this, a brand loyalty acid test was used, which involved an out-of-stock (OOS) experiment where the complete product line of a brand was removed from several stores in order to estimate the OOS responses of consumers. Three types of OOS responses were identified: (i) switching brands, (ii) switching stores to get one's favorite brand, and (iii) postponing purchase of a specific brand. The present study revealed i.e. that the brand loyalty of the consumers participating in the OOS experiment was substantial, as a large percentage of them switched stores or postponed purchase. The study also showed that neither competitive conditions of the retailer nor assortment change had any effect on consumers' OOS responses. |
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