When there is a stockout, the shoppers might find themselves in a situation where they are forced to take corrective action that is beyond the control of the retailer. When the shoppers can’t find the items that they are looking for they might try another store, buy substitute items (by switching brands, sizes, and categories), postpone their purchase, or just decide not to make the purchase at all. If the customer switches stores or brands, they might become comfortable with the new option and start buying only from that store or brand, going there first without considering the previous store or brand that they used to visit before the stockout.