OOS_JT_May2012 营销战略专题.pptx

Investigating Effects of Out-of-Stock on Consumer SKU ChoiceHai Che (USC)Xinlei (Jack) Chen (UBC)Yuxin Chen (Northwestern)forthcoming at Journal of Marketing ResearchHai Che Indiana University in BloomingtonOut-of-stock (OOS) is commonly observed and a major concern in retailing A major concern for both manufacturer and retailer;A study by GMA surveyed 71,000 consumers in 661 retail outlets found:Average category OOS rate is 7.9%;Cost a retailer 4% loss in category sales.Beside North America, also a top concern among retailers in Asia, Europe, and Latin America (Gruen, Corsten, and Bharadwaj 2002)Hai Che Indiana University in BloomingtonOne of the voids in the current research on is the direct impacts of OOS on consumer brand choice decisionThere are a number of research on the issue of OOS, but they mostly use aggregate-level data or one-time SKU reduction data. Although managerially important, only few empirical studies of the effects of OOS on brand choice are available. Why?No precise information of OOS.In comparison, we have fairly precise information of OOS.Hai Che Indiana University in BloomingtonOur research differs from a numbers of studies related to OOS or SKU reductionBehavior Research on OOSFitzsimons (2000)Empirical Research on OOSCampo, Gijsbrecvhts and Nisol (2003)Kalyanam, Borle and Boatwright (2007)Bruno and Vilcassim (2007); Musalem, Olivares, Bradlow, Terwiesch and Corsten (2008)Research on One-Time SKU ReductionBoatwright and Nunes (2001);Borle et al (2005); Zhang and Krishan (2007)Hai Che Indiana University in BloomingtonWe study three effects of OOS on consumer brand choice decisionResearch questions that are of interest to manufacturers and retailers:How is the purchase decision of a focal brand affected by its past OOS and the OOS of other products? What is the impact of ignoring