Consumer reactions to retail out-of-stock: replication into new contexts
by Leela Rani
International Journal of Indian Culture and Business Management (IJICBM), Vol. 1, No. 3, 2008

Abstract: This study empirically examines the impact of situational, consumer, store and product characteristic variables on consumers' behavioural reactions in out-of-stock situations in retail. A survey method for data collection was used with a sample of 1,207 retail customers in India's unorganised retail sector across five product categories in Varanasi, India. Results showed that 11 out of 13 independent variables had a significant impact on at least one of the three behavioural responses considered. As the data was collected only for five product categories and for unorganised retail setting, findings are not generalisable beyond these limitations. Empirical research like this helps to develop an understanding about the consumer behaviour which differs widely across settings. It is one of the first studies in an unorganised retail in India. Study provides crucial insights to the retailers by identifying independent variables that must be considered while designing their operations and strategies to fight out-of-stock. Implications for the retailers and the future research are discussed.

Online publication date: Sun, 13-Apr-2008

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Indian Culture and Business Management (IJICBM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com