Supply chain inventory plays an increasingly important role in rising prosperity and flexible retail industry. The retail industry’s own characteristics determine the importance of the inventory. The inventory management has played an important role in reducing the cost of supply chain and the whole supply chain coordination and stability. This paper takes the consumer internal psychological preference as the starting point. Data are obtained through market research on consumer internal psychological preference and consumer sensitivity of the inventory. Based on the internal psychological preferences of consumers, the correlation among product quality, product price, and consumer behavior of the three potential variables is analyzed. This paper constructs the structural equation model of consumer behavior and inventory sensitivity, and puts forward the main issues and improvement measures to the retail industry inventory.
In recent years, with the continuous development of economy, people’s living standards continue to improve; the purchase of retail products frequently increases; and the competition among retailers is also growing. To provide customers with high quality service and low price of high quality products becomes more and more important in the competition of retail enterprises. But at the same time, reducing internal management costs has become the key of retail enterprise internal management. The procurement costs, purchase costs and quality costs all have an intimate relationship with inventory management [
Strengthening the coordination of every node enterprise in supply chain is the focus of many scholars study. VIM (Vendor Inventory Management), JMI (Jointly Managed Inventory) and CPFR (Collaborative Planning, Forecasting and Replenishment) are all advanced and effective methods of inventory management. JMI emphasizes the participation of each node in the supply chain, so that each inventory management in the supply chain can be considered from the coordination. CPFR focuses on the mutual cooperation between the other management and inventory management [
The above research shows the supply chain inventory management from the point of each node of supply chain and product characteristics. But at the same time, consumer’s behavior and demand as well as the most important factors affect retail enterprise inventories. This paper takes the consumer internal psychological preference as the starting point, exploring its impact on the retail enterprise inventories from the perspective of consumer behavior, by accurately grasping the consumer demand to supply products.
Kollat (1968) consider consumer behavior composed of consumers’ purchase decision and purchase action [
In our country’s retail enterprises, purchasing department, sales department, and inventory management department have less internal communication and coordination, which lead to the phenomenon that procurement and sales out of touch. Purchasing departments cannot understand the needs of the market at the first time, the sales department cannot well understand the inventory of the products to develop targeted marketing plan, and the inventory management department can’t timely and effective oversight the purchasing products.
Shortages were divided into two types, one is the enterprise did not have the product that consumers demand, and the other one is inventory have no sufficient products. Both cases are generated from the underestimated to consumer demand. And facing to the situation of shortage, only thirty percent of consumers will choose to buy alternatives, most consumers will choose to buy it in the other place. Therefore, the shortage problem is the major problem of inventory management that existing in the retail enterprise.
The unsold products lead to the inventory backlog. Product price is too high, have no competitive advantage in similar products, product display position is not perfect caused consumer’s attention shifted, and out-of-season products are not taking away in time, both of them are all the reason of unsold. As the same of shortage, the underestimated to consumer demand is the main reason of inventory backlog.
The theoretical model of this study is shown in
This study aimed at consumers’ internal psychological preferences, using a questionnaire to quantify the data. Converting abstraction of mental preference index into
popular intuitive to measure psychological preferences of consumers. As shown in
Distributing the questionnaire in the 5 District of Anshan city in Liaoning Province with the method of random sampling. Reference statistical relevant principles, requires of the questionnaire and the limit number of questionnaire. Filling in each questionnaire for 10 to 15 minutes [
Analysis of reliability and validity of the model is a necessary step to test the accuracy of the model. In this paper, analysis of reliability and validity mainly include: first of all, analyzing overall reliability of the scale and removing the item which is not conform to the standard, preliminary purification of the scale. Then, followed by the exploratory factor analysis with the method of principal component analysis, and eliminating the item that have Structural problems. Finally, analyze reliability of each structure variables respectively, and further optimized the scale.
Reliability is the analysis and test of stability and credibility of the data. Cronbach’s Alpha reliability coefficient is mainly used to analyze the internal reliability of the model, using the variance, the covariance matrix and the correlation matrix of items calculate the internal consistency reliability coefficient, which is one of the most commonly methods of reliability analysis [
As it shown in