Title: Modelling situational factors in variety seeking behaviour: a conceptual approach

Authors: Rajesh Nanarpuzha; Abhishek

Addresses: Indian Institute of Management, Vastrapur, Ahmedabad, Gujarat 380015, India ' Indian Institute of Management, Vastrapur, Ahmedabad, Gujarat 380015, India

Abstract: The importance of situational factors in variety seeking behaviour of consumers has been acknowledged in marketing literature. However, this paper is potentially the first to attempt to explicitly model situational factors in variety seeking behaviour. The conceptual model developed demonstrates that the incorporation of situational variables can result in a more comprehensive model to explain variety seeking behaviour. The paper also introduces the Indian retail scenario as a particularly apt context for operationalising the variables of the proposed model. This has implications for several emerging markets where similar retail contexts are present.

Keywords: variety seeking behaviour; situational factors; choice modelling; retailing; India; lightning bolt model; consumer behaviour; conceptual models; retail stores; retail industry.

DOI: 10.1504/IJICBM.2016.078843

International Journal of Indian Culture and Business Management, 2016 Vol.13 No.3, pp.378 - 393

Received: 28 Aug 2015
Accepted: 07 Nov 2015
Published online: 03 Sep 2016 *

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