Schokgolven in de Supermarkt: Empirische Studies over Shocks in de Voedingsretail

This dissertation centers on the question of how disruptions reshape grocery shopping behavior and market outcomes, thereby adopting a multi-stakeholder perspective. Specifically, it investigates how consumers adjust their shopping behavior in the face of two external shocks, namely a global panic-inducing event and a price promotion ban. Both events temporarily disrupt consumers' established shopping routines by triggering fear about scarcity and removing a pervasive marketing-mix instrument, respectively. Next, the dissertation investigates how the resulting aggregate changes in consumer shopping behavior in light of the price promotion ban ultimately affect performance for brand manufacturers and retailers. Across the three essays, the dissertation consistently highlights the heterogeneity in these effects, i.e., how individual consumers differ in the way they reconfigure their shopping decisions, and how brands and categories are in turn differentially affected based on their pre-existing characteristics.