Customer reactions to Out of Stock in food retail

Customer reactions to Out of Stock in food retail

Timo Handermann, Carsten Kortum

Band 16: Schriftenreihe Handelsmanagement

Wirtschaft & Management


116 Seiten

ISBN-13: 9783757830564

Verlag: Books on Demand

Erscheinungsdatum: 14.08.2023

Sprache: Englisch

Farbe: Ja

29,99 €

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Due to various events, the availability of goods in retail is currently increasingly being restricted with the result that customers cannot find in food retail (FR) the products they wish to purchase because those products are sold out or not availa-ble for delivery. This situation is also termed Out of Stock (OoS). The reasons for the unavailability of products are often problems in connection with orders for goods, as well as the shelf-filling process within a store. According to literature, in those cases where a customer faces an OoS situation, the customer may postpone the purchase, purchase an alternate product, purchase the product in another store or not purchase at all. Depending on the customers reaction, this will result in a sales decline affecting the retailer and /or manufacturer differently. In these cases, customer reactions are influenced by various factors, such as brand loyalty, availa-bility of offered substitute products and many other factors. Within the scope of a survey, it was found that 36% of the customers predominantly reacted with the purchase of an alternate product of another brand to OoS. Also, 29% of the surveyed were willing to visit another store due to OoS.
Timo Handermann

Timo Handermann

Timo Handermann studied from 2019 - 2022 at the DHBW Heil-bronn Business Administration - Trade (Area of Specialization: Consumer Goods Distribution). His bachelor thesis is the basis for this volume.

Carsten Kortum

Carsten Kortum

Prof. Dr. Carsten Kortum is study program manager
Business Administration - Trade and responsible for Nonfood Courses.

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