The impact of brand and category characteristics on consumer stock-out reactions

We develop two models to test hypotheses on the specific impact ofbrand and category characteristics on consumer stock-out responses.Our empirical results show that both characteristics are importantdeterminants. Consumers are more product loyal in hedonic productgroups than in utilitarian product groups and consumers are more brandloyal to high equity brands than to low equity brands. Brand loyaltyis especially strong for high equity brands in hedonic product groups.Our study also confirms findings from prior research on OOS reactions.Theoretical and managerial implications of the findings of the studyare discussed.retailing;consumers;brand management;fast moving consumer goods;marketing-models

The relationship between in-store marketing and observed sales for organic versus fair trade products

To stimulate sales of sustainable products, such as organic and fair trade products, retailers need to know whether their in-store instruments effectively enhance market shares. This study uses sales data and a multilevel modeling approach to explain the market shares of sustainable products according to shelf layout factors, price level, price promotions, and consumer demographics. It argues that the effect of these variables differs between organic versus fair trade products, as buying motives might differ, organic buyers tend to be more loyal, and price is a more informative signal of quality for organic products. Results show that the number of facings has a positive relationship with the market share of fair trade brands, but not with the market share of organic brands. The same holds for the price difference with the leading brand, which is important for fair trade brands but not for organic brands. In contrast, an arrangement of the product category by brand is associated with higher market share for organic brands but not for fair trade brands. Additionally, placement at eye level and clustering of items benefits both types of sustainable brands, whereas they appear to be not very sensitive to price promotions. Finally, higher sales of sustainable products are found in areas where the customer base is older and has a higher education level. Keywords Organic . Fair trade . Shelf layout . Price promotions . Market share . Sales dat

Understanding the Impact of Brand Delistings on Assortment Evaluations and Store Switching and Complaining Intentions

Recently, retailers have begun considering which brands they can delist without reducing customer satisfaction, losing category sales, or increasing store switching behavior. Although several studies have considered assortment reductions, none has explicitly investigated the impact of total brand delistings. Therefore, the authors study the impact of brand delistings on assortment evaluations and store switching and complaining intentions. They execute both a controlled experiment and a survey and find that brand delisting mainly has negative consequences when the delisted brands have high equity, assortment size is limited, the assortment consists of a low proportion of high-equity brands, and the brand delistings take place in categories with high hedonic levels. The authors discuss the theoretical and managerial implications of these findings

Understanding Consumer Reactions to Assortment Unavailability

Iedere klant maakt het wel eens mee in de supermarkt: misgrijpen. In sommige gevallen is een product tijdelijk niet beschikbaar, bijvoorbeeld doordat de supermarkt de vraag naar een bepaald artikel onderschat heeft. In andere gevallen is een product voor langere tijd niet beschikbaar, bijvoorbeeld als een retailer besloten heeft een assortiment in te krimpen of een merk te boycotten. Uit consumentenonderzoek blijkt dat out-of-stock en artikelsaneringen hoog op de lijst van consumentenergernissen staan. In dit proefschrift wordt via drie empirische studies onderzocht hoe consumenten reageren in gevallen waar het geprefereerde product niet beschikbaar is. Zowel out-of-stock als assortimentsreducties leiden tot klaaggedrag, lageAny regular grocery shopper will be familiar with the annoying situation in which his or her preferred product is not available at the moment (s) he wants to buy it. Assortment unavailability can be temporary (e.g., out-of-stock) or permanent in nature (e.g., assortment reduction). Shopper research shows that the unavailability of products is one of the most significant annoyances for grocery shoppers. This dissertation presents three empirical studies that research consumer reactions to out-of-stock and assortment reduction. Both out-of-stock and assortment reduction lead to consumer complaining behavior, category sales losses and store switching behavior. It is found that consumer reactions to assortment unavailability are mainly related to brand- and product-related antecedents of the item that is not available. Furthermore, the long-term impact of an assortment reduction on category sales differs from the short-term impact. In summary, this dissertation concludes that retailers should be very careful reducing assortments and boycotting brands

The Moderating Roles of Relationship Quality and Dependency in Retailers’ New Product Adoption Decisions

This study contributes to the retail adoption literature by explicitly focusing on the role of both profit-related and relationship variables in explaining new product adoption decisions by retailers, instead of considering either one of these groups of variables in isolation as has been done by previous retail adoption studies. Moreover, it specifically addresses how both relationship quality and a retailer’s dependence on the manufacturer moderate the effect of profit drivers. Using a sample of 392 new product adoption decisions by four Dutch retailers, the authors estimate a random effects logit model to explain adoption decisions. The results show significant positive main effects of gross margin, consumer support, product uniqueness, relationship quality and the retailer’s dependency on the manufacturer on the adoption decision. Moreover, the authors find that improved relationship quality tends to reduce the importance of both gross margin and consumer support in the adoption decision process, but surprisingly leads to a stronger impact of trade support. The moderating effect of the retailer’s dependence on the manufacturer also differs between profit drivers, such that it decreases the positive impact of gross margin, consumer support and product uniqueness, and it increases the negative effect of store brand cannibalization

The impact of brand and category characteristics on consumer stock-out reactions

We develop two models to test hypotheses on the specific impact of brand and category characteristics on consumer stock-out responses. Our empirical results show that both characteristics are important determinants. Consumers are more product loyal in hedonic product groups than in utilitarian product groups and consumers are more brand loyal to high equity brands than to low equity brands. Brand loyalty is especially strong for high equity brands in hedonic product groups. Our study also confirms findings from prior research on OOS reactions. Theoretical and managerial implications of the findings of the study are discussed

Digital platform openness: Drivers, dimensions and outcomes

This multi-method study aims to shed light on digital platforms' decisions regarding their openness. Platform openness results from a series of decisions on how open a platform is regarding: (a) suppliers, (b) customers, (c) complementary service providers, as well as to (d) product categories and (e) channels. By conducting a scoping literature review, we analyze the current body of knowledge about the drivers, dimensions and outcomes of platform openness. Using an expert panel discussion and analysis of real-world digital platforms, we confront this existing knowledge with current business challenges to identify research challenges. We address how future research can advance platform research by tackling these challenges

Genetic risk scores identify genetic aetiology of inflammatory bowel disease phenotypes

Background and Aims: Inflammatory bowel disease [IBD] phenotypes are very heterogeneous between patients, and current clinical and molecular classifications do not accurately predict the course that IBD will take over time. Genetic determinants of disease phenotypes remain largely unknown but could aid drug development and allow for personalised management. We used genetic risk scores [GRS] to disentangle the genetic contributions to IBD phenotypes.Methods: Clinical characteristics and imputed genome-wide genetic array data of patients with IBD were obtained from two independent cohorts [cohort A, n= 1097; cohort B, n= 2156]. Genetic risk scoring [GRS] was used to assess genetic aetiology shared across traits and IBD phenotypes. Significant GRS-phenotype (false-discovery rate [FDR] corrected p<0.05) associations identified in cohort A were put forward for replication in cohort B.Results: Crohn's disease [CD] GRS were associated with fibrostenotic CD [R-2= 7.4%, FDR = 0.02] and ileocaecal resection [R-2 = 4.1%, FDR = 1.6E-03], and this remained significant after correcting for previously identified clinical and genetic risk factors. Ulcerative colitis [UC] GRS [R-2 = 7.1%, FDR = 0.02] and primary sclerosing cholangitis [PSC] GRS [R-2 . 3.6%, FDR = 0.03] were associated with colonic CD, and these two associations were largely driven by genetic variation in MHC. We also observed pleiotropy between PSC genetic risk and smoking behaviour [R-2 = 1.7%, FDR = 0.04].Conclusions: Patients with a higher genetic burden of CD are more likely to develop fibrostenotic disease and undergo ileocaecal resection, whereas colonic CD shares genetic aetiology with PSC and UC that is largely driven by variation in MHC. These results further our understanding of specific IBD phenotypes.Cellular mechanisms in basic and clinical gastroenterology and hepatolog