Abstract
Is Mrs. Consumer a satisfied grocery store customer? Can she get the specific brands, sizes, and colors she wants? What does she do when the brand, size, or color is out of stock—does she accept a substitute, or defer purchase until the next shopping trip?
This article—based on a survey by the A. C. Nielsen Company, the results of which were presented at the 1962 annual meeting of the Grocery Manufacturers of America—discusses the potential loss of business to manufacturers and retail stores brought about by out-of-stock at the store level.
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