Lost sales due to out-of-stock conditions is a growing problem for both retailers and manufacturers. In the consumer packaged goods area, the average brand has been estimated to have a 7% stock-out rate. Given the proliferation of new brands, and declining shelf space availability, this 7% represents both short- and long-term threats to retailers and manufacturers. Prior research has treated stock-outs as a one time, short-term occurrence. Long-term effects which may be attributed to stock-outs have been neglected. / The current study uses weekly store-level behavioral market data (scanner data) to determine short- and long-term relationships between stock-outs and brand share for a frequently purchased consumer package good. Findings from the study provided partial support for previous experimental studies. Contrary to what was hypothesized, however, large share brands appear to be at greater risk from stock-outs than their smaller share counterparts. Short-term effects of stock-outs on brand share appears negligible, and, may even serve to increase short-term brand share. Long-term effects on brand share, on the other hand, appear to be directly linked to stock-outs. / Source: Dissertation Abstracts International, Volume: 52-03, Section: A, page: 1004. / Major Professor: Richard W. Mizerski. / Thesis (Ph.D.)--The Florida State University, 1991.
| Identifer | oai:union.ndltd.org:fsu.edu/oai:fsu.digital.flvc.org:fsu_76367 |
| Contributors | Straughn, Katherine., Florida State University |
| Source Sets | Florida State University |
| Language | English |
| Detected Language | English |
| Type | Text |
| Format | 86 p. |
| Rights | On campus use only. |
| Relation | Dissertation Abstracts International |
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