http://repub.eur.nl/res/aut/7239/ List of Publications en http://repub.eur.nl/static-eur/img/logo.png http://repub.eur.nl http://repub.eur.nl/res/pub/13615/ 2008-10-24T00:00:00Z 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. http://repub.eur.nl/res/pub/7438/ 2006-02-16T00:00:00Z Any 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. http://repub.eur.nl/res/pub/11409/ 2006-01-01T00:00:00Z In a collaborative study with a major Dutch retailer, the authors assess the short- and long-term effects of a 25% item reduction on category sales. On an aggregate level, a major assortment reduction can lead to substantive short-term category sales losses but only a weak negative long-term category sales effect. Short-term category sales losses are caused mainly by fewer category purchases by former buyers of delisted detergent items. However, the results also show that the assortment reduction attracts new category buyers. These new buyers partially offset the sales losses among former buyers of the delisted items. The collection of supplemental process data on assortment perceptions and actual search time in the test stores before and after the assortment reduction provides evidence that delisting results in an increase in perceived search efficiency and a decrease in actual search time. http://repub.eur.nl/res/pub/13802/ 2005-01-01T00:00:00Z We investigate the impact of brand equity and the hedonic level of the product on consumer stock-out responses. We also examine whether the hedonic level of the product moderates the effect of brand equity. Using a sample of Dutch consumers divided over eight product groups and eight retail chains, we tested our hypotheses and found that consumers were more loyal to high-equity brands than to low-equity brands in the case of a stock-out situation. In hedonic product groups, consumers were more likely to switch to another store. Purchasers of high-equity brands in hedonic product groups were, compared to purchasers of high-equity brands in utilitarian product groups, less inclined to postpone the purchase but were more likely to switch to another item by that brand. In addition to these two main variables, we also investigate the effect of variables from prior research and some new variables, such as stockpiling and impulse buying. Finally, we discuss the theoretical and managerial implications of the findings. http://repub.eur.nl/res/pub/1845/ 2004-01-01T00:00:00Z 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. http://repub.eur.nl/res/pub/257/ 2002-11-25T00:00:00Z 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.