dc.contributor.author | Hedlund, Caroline | |
dc.contributor.author | Andersson, Emelie | |
dc.date.accessioned | 2017-06-30T11:47:42Z | |
dc.date.available | 2017-06-30T11:47:42Z | |
dc.date.issued | 2017-06-30 | |
dc.identifier.uri | http://hdl.handle.net/2077/52855 | |
dc.description | MSc in Marketing & Consumption | sv |
dc.description.abstract | Controlling inventory levels has been an issue for retailers to deal with for a long time in order to
provide the right supply at the right time and place and thus prevent stock-outs. Traditionally, this
issue has mainly concerned the physical store. However, as retailers are adopting omnichannel
strategies, out of stock (OOS) situations concern both online and offline channels. Accordingly,
built on a case study on the multinational retailer IKEA, this paper presents an analysis on
consumer behavior in an omnichannel context, particularly assessing consumer responses to
offline stock-outs. Based on a multi-method approach, the results show that consumer responses
to offline stock-outs in an omnichannel context depend on channel behavior as well as the degree
of expectation on product availability. The findings illustrate the importance for retailers to view
offline OOS situations in an omnichannel context and could serve as a guide for future research
in studying this area. | sv |
dc.language.iso | eng | sv |
dc.relation.ispartofseries | Master Degree Project | sv |
dc.relation.ispartofseries | 2017:170 | sv |
dc.subject | stock-outs | sv |
dc.subject | consumer behavior | sv |
dc.subject | omnichannel | sv |
dc.subject | digitalisation | sv |
dc.subject | retailing | sv |
dc.subject | IKEA | sv |
dc.title | Offline Stock-Outs in an Omnichannel Context: Assessing Consumer Behavior in a Digitalized Retail Landscape - a Case Study of IKEA | sv |
dc.type | Text | |
dc.setspec.uppsok | SocialBehaviourLaw | |
dc.type.uppsok | H2 | |
dc.contributor.department | University of Gothenburg/Graduate School | eng |
dc.contributor.department | Göteborgs universitet/Graduate School | swe |
dc.type.degree | Master 2-years | |