Resposta gerencial à ruptura: o efeito de compensações no comportamento do consumidor

• Autor(a) principal: Sampaio, Mauro
• Data de Publicação: 2010
• Tipo de documento: Relatório
• Idioma: por
• Título da fonte: Repositório Institucional do FGV (FGV Repositório Digital)
• Texto Completo: http://hdl.handle.net/10438/13376
• topic: Ruptura; Varejo; Consumidor; Administração de empresas; Logística; Comportamento do consumidor

Stockouts remain a significant retail problem. Progress has been limited, as estimates of stockout rates in the past forty years consistently averaged above 8 percent. Today, as in the past, managers must deal with customers in the aftermath of a stockout. The purpose of this research is to investigate the effectiveness of five remedies, apology, raincheck, home delivery, trade-up and discount as inducements for consumers to not leave a store in response to a stockout. In addition to the consumer’s general response, we also examined how consumer characteristics (i.e. brand loyalty) and the shopping situation (i.e. urgency of purchase) influence the effect of each remedy on consumer behavior. Results suggest that remedies work. The most effective remedy is home delivery. The least effective remedy is a simple apology, which apparently increases the percentage of consumers leaving the store. These results suggest that managers have significant opportunities to employ remedies as tools to manage retail stockouts.