Year 2019, Volume 3 , Issue 6, Pages 161 - 171 2019-06-15

CONSUMER REGRET ARISING FROM SUB-OPTIMAL CONDITIONS IN STOCK-OUT SITUATIONS AND ITS' INFLUENCE ON BRAND LOYALTY

Newton Owuor OYUKE [1] , Ümit ALNIAÇIK [2]


Purpose- This study proposes to examine regret arising from consumer decision-making contexts in cases of stock out situation. Consumer regret under sub-optimal and optimal conditions and its influence on subsequent behavioral intentions of brand switching is investigated. Further, the study examines the effect of regret on brand loyalty and switching behavior.

Methodology- Data was collected from a convenient sample of 172 university students by using an online questionnaire circulated through social media platforms. Information about stock-out situation and sub-optimal condition is manipulated by a short excerpt in the questionnaire. Consumer responses in such a situation is measured by Likert type scales.

Findings- Data analyses revealed that there is a significant amount of regret experienced by consumers in stock out situations and suboptimal conditions which might lead to brand switching.

Conclusins-An enormous intent to switch brand was demonstrated. This denotes that when confronted with a comparable condition of purchasing a substitute brand during a stock out for the preferred brand, an individual may switch from the present vendor.

 

Sub-optimal Condition, Brand Loyalty, Consumer Effect, Stock-out Situation
  • Assoc.Prof.Dr. Fatih KOC, Kocaeli University
  • Asst.Prof.Dr. Volkan ÖZBEK, Balıkesir University
Primary Language en
Subjects Management
Journal Section Articles
Authors

Orcid: 0000-0002-6528-1910
Author: Newton Owuor OYUKE (Primary Author)
Institution: KOCAELİ ÜNİVERSİTESİ
Country: Turkey


Orcid: 0000-0003-2998-355X
Author: Ümit ALNIAÇIK
Institution: KOCAELİ ÜNİVERSİTESİ
Country: Turkey


Dates

Publication Date : June 15, 2019

Bibtex @research article { ijma535467, journal = {International Journal of Management and Administration}, issn = {}, eissn = {2587-1668}, address = {}, publisher = {Cenk AKSOY}, year = {2019}, volume = {3}, pages = {161 - 171}, doi = {10.29064/ijma.535467}, title = {CONSUMER REGRET ARISING FROM SUB-OPTIMAL CONDITIONS IN STOCK-OUT SITUATIONS AND ITS' INFLUENCE ON BRAND LOYALTY}, key = {cite}, author = {OYUKE, Newton Owuor and ALNIAÇIK, Ümit} }
APA OYUKE, N , ALNIAÇIK, Ü . (2019). CONSUMER REGRET ARISING FROM SUB-OPTIMAL CONDITIONS IN STOCK-OUT SITUATIONS AND ITS' INFLUENCE ON BRAND LOYALTY. International Journal of Management and Administration , 3 (6) , 161-171 . DOI: 10.29064/ijma.535467
MLA OYUKE, N , ALNIAÇIK, Ü . "CONSUMER REGRET ARISING FROM SUB-OPTIMAL CONDITIONS IN STOCK-OUT SITUATIONS AND ITS' INFLUENCE ON BRAND LOYALTY". International Journal of Management and Administration 3 (2019 ): 161-171 <https://dergipark.org.tr/en/pub/ijma/issue/45813/535467>
Chicago OYUKE, N , ALNIAÇIK, Ü . "CONSUMER REGRET ARISING FROM SUB-OPTIMAL CONDITIONS IN STOCK-OUT SITUATIONS AND ITS' INFLUENCE ON BRAND LOYALTY". International Journal of Management and Administration 3 (2019 ): 161-171
RIS TY - JOUR T1 - CONSUMER REGRET ARISING FROM SUB-OPTIMAL CONDITIONS IN STOCK-OUT SITUATIONS AND ITS' INFLUENCE ON BRAND LOYALTY AU - Newton Owuor OYUKE , Ümit ALNIAÇIK Y1 - 2019 PY - 2019 N1 - doi: 10.29064/ijma.535467 DO - 10.29064/ijma.535467 T2 - International Journal of Management and Administration JF - Journal JO - JOR SP - 161 EP - 171 VL - 3 IS - 6 SN - -2587-1668 M3 - doi: 10.29064/ijma.535467 UR - https://doi.org/10.29064/ijma.535467 Y2 - 2019 ER -
EndNote %0 International Journal of Management and Administration CONSUMER REGRET ARISING FROM SUB-OPTIMAL CONDITIONS IN STOCK-OUT SITUATIONS AND ITS' INFLUENCE ON BRAND LOYALTY %A Newton Owuor OYUKE , Ümit ALNIAÇIK %T CONSUMER REGRET ARISING FROM SUB-OPTIMAL CONDITIONS IN STOCK-OUT SITUATIONS AND ITS' INFLUENCE ON BRAND LOYALTY %D 2019 %J International Journal of Management and Administration %P -2587-1668 %V 3 %N 6 %R doi: 10.29064/ijma.535467 %U 10.29064/ijma.535467
ISNAD OYUKE, Newton Owuor , ALNIAÇIK, Ümit . "CONSUMER REGRET ARISING FROM SUB-OPTIMAL CONDITIONS IN STOCK-OUT SITUATIONS AND ITS' INFLUENCE ON BRAND LOYALTY". International Journal of Management and Administration 3 / 6 (June 2019): 161-171 . https://doi.org/10.29064/ijma.535467
AMA OYUKE N , ALNIAÇIK Ü . CONSUMER REGRET ARISING FROM SUB-OPTIMAL CONDITIONS IN STOCK-OUT SITUATIONS AND ITS' INFLUENCE ON BRAND LOYALTY. IJMA. 2019; 3(6): 161-171.
Vancouver OYUKE N , ALNIAÇIK Ü . CONSUMER REGRET ARISING FROM SUB-OPTIMAL CONDITIONS IN STOCK-OUT SITUATIONS AND ITS' INFLUENCE ON BRAND LOYALTY. International Journal of Management and Administration. 2019; 3(6): 171-161.