Can out-of-stock bring benefits for retailers? : the effect of out-of-stock of national brand on the choice of private label

• Autor(a) principal: Matvieieva, Oleksandra
• Data de Publicação: 2020
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/31215
• topic: Out-of-stock; Private label; Perceived quality; Ruptura de stock; Marca própria; Percepção da qualidade; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Given private label profits and strong competitive position across Western world, its further development is on of key focus areas for retailers. However, little attention was devoted to the out-of-stock (OOS) issue from the perspective of private label. The dissertation empirically studied consumer behavior in out-of-stock and non-out-of-stock situations to find the effect of the OOS of national brand (NB) product on the likelihood of purchasing private label brand (PLB). Following a review of the related academic research, an online survey was carried out investigating the effects of stock-out in the category of potato chips on the example of European supermarket chain LIDL. Based on the sample of 298 respondents, study provides the findings explaining the causality effect between the out-of-stock of NB and the likelihood of purchasing PLB. The results demonstrate that significant relationship exists between these two variables and it is mediated by perceived quality of PLB. When encountering out-of-stock of NB the consumers are more likely to perceive the PLB quality higher, given that the PLB familiarity is high. In turn, the perceived quality of PLB has strong positive effect on the likelihood of purchasing PLB. These findings lead to the conclusion that private label can benefit from the out-of-stock of NB if retailers put effort in increasing PLB familiarity.