Purpose – A better understanding of the response of shoppers in developing countries to inevitable
product stock-outs would help logisticians to put structures in place to reduce the disruption. The
purpose of this paper is to examine the differences in orientations that characterize shoppers’
responses to stock-outs in retailing environments by comparing an emerging economy, Malaysia,
with a developed economy, Australia.
Design/methodology/approach – Randomly selected adult grocery shoppers across Kuala
Lumpur, Malaysia were surveyed to examine shoppers’ behavioural response to a most recent stockout
of their preferred dairy item. This study followed the methodology and reporting framework
adopted in an Australian study.
Findings – When responding to stock-outs of their preferred grocery items, shopping lists serve as
instruments that give archetypical Malaysian shoppers, unlike their Australian counterparts, a
framework to adjust their budgets and seek alternatives within the store itself rather than venture to
another store. Most Malaysian shoppers’ reactions to an out-of-stock situation, just as their
Australian counterparts, appear to be underpinned by their household size. If their preferred item is
not available, the frugal and observant among Malaysian shoppers, however, are not inclined as
much as their Australian counterparts, to buy more of their alternative choice, even if these substitute
items are discounted.
Research limitations/implications – Insight into Malaysian shoppers’ behavioural response to
inadequate shelf life of perishable products, considering that they might feel impelled to act as per
their shopping lists, would give members of the supply chain confidence to adopt inventory
management policies that make a judicious balance between avoiding stock-outs and ensuring stock
availability with acceptable shelf life.
Practical implications – Malaysian frugal and observant shoppers when responding to stock-outs
of their preferred items might allow the opportunity to let a bargain pass on alternative brands or
variants, because these shoppers, guided by their shopping lists, are possibly hamstrung, by
budgetary constraints in not being able to make heavier purchase outlays and by likely storage
constraints in their living accommodation. Retailers in Malaysia have a greater challenge than
Australian retailers to dispose of stocks of grocery products that are fast approaching their expiry
dates through discounting, because Malaysian shoppers may resist buying more than their
immediate need.
Originality/value – Malaysian shoppers, inclined to carry memory scripts to assist them in their
shopping efforts, are conditioned to stay within their planned budgets and when confronted with a
stock-out of their preferred item, are likely to resist buying anymore than what they had planned to buy.