Variety Seeking Behaviour on Asian Traditional Food Accompaniment - Pickles

Thanigan, Jayanthi and Rajendran, G (2016) Variety Seeking Behaviour on Asian Traditional Food Accompaniment - Pickles. International Journal of Business Innovation and Research, 10 (4). pp. 478-500.

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The study explores the relationship between the determinants and dependent variable. The moderating effect on the relationship is also examined. The study was carried out on pickles. Questionnaires were administrated through direct contact method to collect data. Multiple linear regression (MLR), ANOVA, independent t-test and general linear model (GLM) techniques were used to analyse both demographic and behaviour variables. The managerial implication and direction for future research has been discussed.

Item Type: Article
Uncontrolled Keywords: variety seeking behaviour;VSB;need for variety;NFV; promotional deal;purchase frequency; perceived risk; hedonic/utilitarian motives;perceived brand difference; optimum stimulation level;OSL;cognitive orientation;social character.
Subjects: Marketing
Divisions: Marketing Management
Depositing User: Mr. Ramesh Kamath
Date Deposited: 12 Sep 2018 16:20
Last Modified: 11 Jan 2019 11:07

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