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A COMPARISON OF ACTUAL AND INTENDED CONSUMER BEHAVIOR IN RESPONSE TO RETAIL STOCKOUTS

Authors

  • Walter Zinn,

    1. The Ohio State university
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    • (Ph.D. Michigan State University) is Professor of Logistics at The Ohio State University, where he currently serves as Director of the Master in Business Logistics Engineering (MBLE). He is a former Systems Section Editor of the Journal of Business Logistics. Dr. Zinn's research, mostly in the areas of inventory management and consumer response to stockouts, has been published in academic journals such as the Journal of Business Logistics, European Journal of Operational Research, Journal of the Operational Research Society, and The International Journal of Logistics Management. Professor Zinn is a member of the Council of Supply Chain Management Professionals.

  • Peter C. Liu

    1. university of Miami
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    • (Ph.D. University of Florida) is a Senior Research Analyst of the Office of Planning and Institutional Research at the University of Miami. Dr. Liu is an applied econometrician. He has worked on testing the Market Efficiency, Rational expectations and Purchasing Power Hypotheses. He also studied government budget deficits and the money supply. His research has been published in Economic Inquiry, Oxford Bulletin of Economics and Statistics, Journal of International Money and Finance, Southern Economic Journal, Journal of Banking and Finance, Applied Economics, Empirical Economics and Review of World Economics.


Abstract

Studies of consumer response to stockouts typically capture intended behavior. After a stockout experience, consumers are asked what they intend to do. In contrast, this research measured both intended and actual behavior. Consumers were interviewed twice; once immediately following the stockout experience to gauge intended behavior and a second time 30 days later to ask what they had actually done in response to the stockout. Accordingly, the goals of this research are to (1) compare consumer actual and intended behavior in response to stockouts and (2) examine product characteristics, consumer characteristics and situational variables that may explain the consumer's response. Key results suggest that indicated behavior is a good indicator of actual behavior in situations where the consumer intends to quit the search and a rather poor indicator when the consumer intends to delay the search. Finally, of the several product characteristics, consumer characteristics and situational variables examined, store loyalty, pre-visit agenda and product uniqueness have shown most promise to help managers understand consumer actual and intended response to stockouts.

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