Consumer behavior and the anticipation of a total stockout for a food product: proposing and validating a theoretical model

This paper investigates a new context which has not been studied by previous research, the product total stockout. This research can interest the distributor (or the seller) as well as the manufacturer of products. It helps in avoiding the causes of a total stockout and trying to satisfy consumers by adapting their marketing actions to consumer reactions toward food total stockout. This research proposes and validates a model explaining consumer behavior when anticipating a total stockout for a food product. An exploratory study developed the theoretical model. The quantitative validation of this model is achieved with a sample of 380 consumers, using the Structural Equation Model. Results show that total stockout anticipation is influenced by word-of-mouth and the perceived range assortment of the product. Consumer reactions in the case of a total stockout partially differ from those identified by past research on simple stockouts. For example, product stockpiling and product price acceptance appear as important reactions to a total stockout for a product. However, product substitution intention does not represent a consequence of this anticipation. This research is focused on one product (milk). This affects the possibility of generalizing results for other food product categories. It does not investigate moderating factors, which can be the object of future research.