Consumers have five key reactions to stockouts: buy the item at another store, substitute a different brand, substitute the same brand, delay the purchase, or do not purchase the item. Consider your own purchasing behavior, and describe how various categories of merchandise would result in different reactions to a stockout. Does your feelings toward a retailer change when the product you want is not available in the store? Does you lose trust in the retailer? Are stockouts more significant for brick-and-mortar retailers as compared to online retailers?

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