Pull From Here and Stretch From There: An Experimental Study On The Effects of Out-of-Stock in Retail

Informações

Código: EMA168
Divisão: EMA - Encontro de Marketing da ANPAD
Tema de Interesse: Tema 08 - Gestão do Varejo e de Canais de Marketing

Autores

Evandro Luiz Lopes (Prog de Pós-Grad em Admin/Mestr e Dout Acadêmico - PPGA/UNINOVE - Universidade Nove de Julho e Departamento Acadêmico de Administração/UNIFESP - Universidade Federal de São Paulo) elldijo@uol.com.br
Eliane Herrero (Prog de Mestr Acadêmico em Admin - PPGA/FMU - Centro Universitário das Faculdades Metropolitanas Unidas e Prog de Pós-Grad em Admin/Mestr e Dout Acadêmico - PPGA/UNINOVE - Universidade Nove de Julho) liaherrero@gmail.com

Resumo

Material shortage, or out-of-stock merchandise, is characterized by the momentary unavailability of an item from a retailer’s assortment. Even if great efforts are directed toward minimizing this problem, out-of-stock merchandise constitutes large billing losses for retailers, and great dissatisfaction for consumers. In this study, we conducted three experiments in which we manipulated the out-of-stock level. Our goal was to identify the effects of this phenomenon on the consumer’s purchase intention. We also sought to understand the underlying cognitive mechanisms that result in different levels of purchase intent when an out-of-stock situation is identified. As the main results, we identified that high levels of out-of-stock items resulted in low perception of quality of the retailer’s operation, but a positive perception of low prices practiced by the store. We also identified that social influence entirely moderates the relationship between the out-of-stock level and the consumer’s stated purchase intention.

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