Influence of brand name in variety seeking behaviour of consumers: an empirical analysis
by Rajagopal
International Journal of Management Practice (IJMP), Vol. 2, No. 4, 2007

Abstract: This study has been conducted in a Mexican retail business environment with a focus to explore the tendency of decision making by consumers towards buying unfamiliar brands when considering the importance of brand name. The discussions in the paper have been woven around the issues of perceived risk, perceived brand difference, association of brand name and customer values as major influencing factors in making buying decisions towards unfamiliar brands. The study reveals that the perceptions on brand name in reference to brand risk and brand differences have been the prime factors in making a buying decision for new brands among the consumers.

Online publication date: Tue, 13-Mar-2007

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