CONSUMER PURCHASE BEHAVIOUR DURING RETAIL OUT–OF – STOCK SITUATIONS IN AN EMERGING MARKET

Authors

  • Dr.Padmanabhan N S, Dr.DeepthiSankar, Dr.ChandanParsad

Abstract

Retailers and manufacturers quite often suffer a huge loss owing to stock-outs. The impact is more significant for retailers as they may mislay their credibility among the consumers. Over the years, balancing the inventory avoiding out of stock situations has been hard to achieve for retailers. Hence an understanding of consumer behaviourduring out of stock situations is pertinent to prevent adverse reactions. Nevertheless, there is a widespread belief that brand loyalty can, in a way, help stores retain their consumers. This paper attempts to study whether attitude towards alternatives mediates the relationship between brand loyalty and consumer behaviour during out - of - stock situations (OOS). A conceptual model has been developed and tested for goodness of fit. A survey was conducted among 300 consumers to collect data and test the hypotheses. The study proves that the attitude towards the alternatives partially mediates the relationship between brand loyalty and store switching. Meanwhile, there is a direct effect of brand loyalty on consumer behaviour during OOS, brand switching, store switching, postponement of purchase, and cancellation of purchase. This result implies that retailers have to be cautious in evading stock – out situations. 

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Published

2020-11-01

How to Cite

Dr.Padmanabhan N S, Dr.DeepthiSankar, Dr.ChandanParsad. (2020). CONSUMER PURCHASE BEHAVIOUR DURING RETAIL OUT–OF – STOCK SITUATIONS IN AN EMERGING MARKET. PalArch’s Journal of Archaeology of Egypt / Egyptology, 17(6), 10940-10959. Retrieved from http://mail.palarch.nl/index.php/jae/article/view/2787