CONSUMER BEHAVIOR FOR A RETAIL COMPANY'S STOCK BREAK
DOI:
https://doi.org/10.24325/issn.2446-5763.v6i16p69-93Keywords:
Ruptura de estoque, Comportamento do consumidor, Ponto de venda. Regressão logísticaAbstract
Stock breaking has been one of the major challenge retailers have faced in recent years. Stock rupture rate remains at 8% and studies have been conducted to analyze consumer reaction to product unavailability. The objective of this work was to verify the behavior of consumers in the face of the stock breakdown of some categories of products in a retail chain. Data collection was carried out through structured questionnaires. For analysis was used statistical multivariate logistic regression technique. The results showed that there was no statistically significant influence of gender, age, preference for brand, frequency of purchase and planning of purchase in advance on the decision of the consumer when he / she is faced with absence of the product of his interest in the store visited. On the other hand, when the store under analysis was the first consumer choice when thinking about product acquisition, consumers of high value-added products showed loyalty to the store, even to the detriment of the brand initially chosen as the preferred one. In the case of a low value item, such behavior did not occur. This conclusion has managerial implications because it shows that, for high value-added products, the store has an important influence on the consumer's purchase decision, even when it initially has an interest in a specific brand. Thus, focusing on customer loyalty to the point of sale may, in some cases, be even more significant than brand loyalty.
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References
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VAN WOENSEL, T. et al. Consumer responses to shelf out‐of‐stocks of perishable products. International Journal of Physical Distribution & Logistics Management, v. 37, n. 9, p. 704–718, 16 out. 2007.
VASCONCELLOS, L. H. R.; SAMPAIO, M. The stockouts study: an examination of the extent and the causes in the São Paulo supermarket sector. BAR - Brazilian Administration Review, v. 6, n. 3, p. 263–279, set. 2009.
WANKE, P. F. Dinâmica da estratégia logística em empresas brasileiras. RAE - Revista de Administração de Empresas, v. 45, n. 4, p. 22–35, 2005.
ZAMBERLAN, L. et al. Gerenciamento do Ponto de Venda. Ijuí, RS: Editora Unijuí, 2009.
AGUIAR, F. H. O. DE; SAMPAIO, M. Identificação dos fatores que afetam a ruptura de estoque utilizando análise de agrupamentos. Production, v. 24, n. 1, p. 57–70, 2014.
AGUIAR, F. H. O.; SAMPAIO, M. Definição de processo para tratar a ruptura de estoque no varejo de alimentos. GEPROS. Gestão da Produção, Operações e Sistemas, Bauru, v. 8, n. 2, p. 67–82, 2013.
AGUIAR, F. H. O.; SAMPAIO, M.; HILSDORF, W. DE C. Gestão de Ruptura no Varejo de Alimentos. XXX ENEGEP - Encontro Nacional de Engenharia de Produção. Anais...São Carlos, SP: 2010
CALMANOVICI, C. E. A inovação, a competitividade e a projeção mundial das empresas brasileiras. Revista USP, n. 89, p. 190–203, 2011.
CÂMARA, V. B. et al. Cápsula de Café: uma Análise com Base em Teoria da Inovação Buscando Agregar Valor à Balança Comercial Brasileira. Cadernos de Prospecção, v. 10, n. 2, p. 137–153, 30 abr. 2017.
CAMPO, K.; GIJSBRECHTS, E.; NISOL, P. Dynamics in consumer response to product unavailability: do stock-out reactions signal response to permanent assortment reductions? Journal of Business Research, v. 57, n. 8, p. 834–843, 1 ago. 2004.
CHISHTY, M. A. K. et al. Consumer Response in out of Stock Situation at a Retail Store. International Journal of Humanities and Social Science, v. 5, n. 3, p. 180–188, 2015.
COELHO, A. G. D. C. et al. Inovando a gestão de rupturas e percepção do risco no varejo de autosserviço. IV Simposio lnternacional de Gestão de Projetos, lnovação e Sustentabilidade (SINGEP 2015). Anais...São Paulo, SP: UNINOVE, 2015
CORDEIRO, R. A.; CAVALCANTE, C. E. Processo de Decisão de Compra de Óleos Lubrificantes na Paraíba. Revista Cesumar – Ciências Humanas e Sociais Aplicadas, v. 17, n. 1, p. 31–63, 10 abr. 2012.
CORSTEN, D.; GRUEN, T. Desperately seeking shelf availability: An examination of the extent, the causes, and the efforts to address retail out-of-stocks. International Journal of Retail & Distribution Management, v. 31, n. 12, p. 605–617, 1 dez. 2003.
CORSTEN, D.; GRUEN, T. W. Stock-Outs cause Walkouts. Harvard Business Review, v. 82, n. 5, p. 26–28, 2004.
CORSTEN, D.; GRUEN, T. W. On Shelf Availability: An Examination of the Extent, the Causes, and the Efforts to Address Retail Out-of-Stocks. In: DOUKIDIS, G. I.; VRECHOPOULO, A. P. (Eds.). . Consumer Driven Electronic Transformation. Heidelberg: Springer-Verlag Berlin, 2005. v. 31p. 131–149.
DOMÍNGUEZ-ALMENDROS, S.; BENÍTEZ-PAREJO, N.; GONZALEZ-RAMIREZ, A. R. Logistic Regression Models. Allergol Immunopathol (Madr), v. 39, n. 5, p. 295–305, 2011.
FERNIE, J.; GRANT, D. B. On‐shelf availability: the case of a UK grocery retailer. The International Journal of Logistics Management, v. 19, n. 3, p. 293–308, 7 nov. 2008.
GRANT, D. B.; FERNIE, J. Research note: Exploring out‐of‐stock and on‐shelf availability in non‐grocery, high street retailing. International Journal of Retail & Distribution Management, v. 36, n. 8, p. 661–672, 20 jun. 2008.
GRUBOR, A.; MILICEVIC, N.; DJOKIC, N. The impact of store satisfaction on consumer responses in out-of-stock situations. Review of Business Management, v. 19, n. 66, p. 520–537, 2017.
GRUEN, T. W.; CORSTEN, D. Risisng to the challengeof out-of-stocks. International Commerce Review: ECR Journal, v. 2, n. 2, p. 45–58, 2002.
GRUEN, T. W.; CORSTEN, D. A Comprehensive Guide To Retail Out-of-Stock Reduction In the Fast-Moving Consumer Goods Industry. Colorado Springs, CO: [s.n.].
GUNASEKARAN, A.; NGAI, E. W. T. Modeling and analysis of build-to-order supply chains. European Journal of Operational Research, v. 195, n. 2, p. 319–334, 1 jun. 2009.
HAIR, J. F. et al. Análise Multivariada de Dados. 6. ed. Porto Alegre, RS: Bookman Editora, 2009.
JAKONIS, M. V. et al. Estudo de caso para minimizar rupturas de gôndolas em um mercado de pequeno porte. Revista UNINGÁ Review, v. 32, n. 1, p. 125–136, 2017.
LIU, H. Strategy Selection Study of Out-of-stock Substitution and Probabilistic Selling. Proceedings of the 1st International Symposium on Economic Development and Management Innovation (EDMI 2019). Anais...Hohhot, China: Atlantis Press, 2019
MATTEI, D.; MACHADO, M.; OLIVEIRA, P. A. DE. Comportamento do consumidor: fatores que influenciam no processo de decisão de compra dos consumidores finais. Maringá Management: Revista de Ciências Empresariais, v. 3, n. 2, p. 27–37, 2006.
PECKHAM, J. O. The Consumer Speaks. Journal of Marketing, v. 27, n. 4, p. 21, out. 1963.
PIZZI, G.; SCARPI, D. When Out-of-Stock Products DO Backfire: Managing Disclosure Time and Justification Wording. Journal of Retailing, v. 89, n. 3, p. 352–359, 1 set. 2013.
PRAMATARI, K.; MILIOTIS, P. The impact of collaborative store ordering on shelf availability. Supply Chain Management: An International Journal, v. 13, n. 1, p. 49–61, 2008.
RAMUSKI, C. L. Inteligência Investigativa em Negócios: A Reposição Eficiente e o Comportamento do Consumidor. Revista Organizações em Contexto, v. 1, n. 2, p. 135–152, 2005.
ROSA, N. G.; DIAS, S. DE B. A. Estratégia e Gestão das Gôndolas de Supermercado. ESTUDOS | Pontifícia Universidade Católica de Goiás, v. 42, n. 1, p. 83–102, 2015.
SLOOT, L. M.; VERHOEF, P. C.; FRANSES, P. H. The impact of brand equity and the hedonic level of products on consumer stock-out reactions. Journal of Retailing, v. 81, n. 1, p. 15–34, 1 jan. 2005.
TRAUTRIMS, A. et al. Optimizing On-shelf Availability for Customer Service and Profit. Journal of Business Logistics, v. 30, n. 2, p. 231–247, 1 set. 2009.
VAN WOENSEL, T. et al. Consumer responses to shelf out‐of‐stocks of perishable products. International Journal of Physical Distribution & Logistics Management, v. 37, n. 9, p. 704–718, 16 out. 2007.
VASCONCELLOS, L. H. R.; SAMPAIO, M. The stockouts study: an examination of the extent and the causes in the São Paulo supermarket sector. BAR - Brazilian Administration Review, v. 6, n. 3, p. 263–279, set. 2009.
WANKE, P. F. Dinâmica da estratégia logística em empresas brasileiras. RAE - Revista de Administração de Empresas, v. 45, n. 4, p. 22–35, 2005.
ZAMBERLAN, L. et al. Gerenciamento do Ponto de Venda. Ijuí, RS: Editora Unijuí, 2009.
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Published
2020-04-10
How to Cite
de Aguiar, F. H. O., Barrichello, A., Morano, R. S., Abreu, E. P. de, Wilson, M. M., Nazareth, N. N., & Nazareth, R. N. (2020). CONSUMER BEHAVIOR FOR A RETAIL COMPANY’S STOCK BREAK. South American Development Society Journal, 6(16), 69. https://doi.org/10.24325/issn.2446-5763.v6i16p69-93
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