Abstract:
Stock-outs of product goods are a common problem in the retail industry. The Sri Lankan
media recently reported on an island-wide shortage of milk powder. However, there is a lack
of information and very little is known about consumer responses during stock-out situations
in Sri Lanka. As a result, the current study was designed to investigate how the relevance of
items to objective needs, consumer preference, and emotional effect influence consumers'
behavioral responses to milk powder unavailability. The study adopted the scales used by …
