A Dynamic Analysis of Variety Seeking Behaviour with Reference to Indian Continent

Thanigan, Jayanthi and Rajendran, G and Sethuraman, Priya (2015) A Dynamic Analysis of Variety Seeking Behaviour with Reference to Indian Continent. International Journal of Indian Culture and Business Management, 11 (3). pp. 289-307.

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Official URL: https://doi.org/10.1504/IJICBM.2015.071588


The brand managers are spending huge amount on brand building and for other promotions. In spite of the enormous outlay, the variety seeking nature of the consumers is leaving the brand managers perplexed. A clue of the factors that determine the customer variety seeking and decision-making process would help the brand managers to understand the consumers better. This research identifies the determinants that influence variety seeking behaviour in low-involvement product category particularly in FMCG. Survey was conducted to collect data from variety seeking consumers. Multiple linear regression (MLR) technique was used to analyse the data. The results established that need for variety is the key influencing variable across all product categories. This study contributes to the stream of research on variety seeking behaviour and provides important marketing implications for the practitioners in designing effective marketing programs as well as attraction strategies to retain their valuable customers.

Item Type: Article
Uncontrolled Keywords: variety seeking behaviour;VSB, need for variety;NFV;purchase frequency; perceived brand difference; hedonic;utilitarian;perceived risk;promotions;India;brand management;marketing
Subjects: Marketing
Divisions: Marketing Management
Depositing User: Mr. Ramesh Kamath
Date Deposited: 12 Sep 2018 14:07
Last Modified: 11 Jan 2019 11:05
URI: http://tapmi.informaticsglobal.com/id/eprint/79

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