Title: A dynamic analysis of variety seeking behaviour with reference to Indian continent

Authors: Jayanthi Thanigan; G. Rajendran; Priya Sethuraman

Addresses: T. A. Pai Management Institute, P.B.No.9, Manipal – 576104, Karnataka, India ' Department of Management Studies, Anna University, Chennai – 600 025, Tamil Nadu, India ' Department of M.B.A, St. Joseph's College of Engineering, Chennai, Tamil Nadu, India

Abstract: 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.

Keywords: variety seeking behaviour; VSB; need for variety; NFV; purchase frequency; perceived brand difference; hedonic; utilitarian; perceived risk; promotions; India; brand management; marketing.

DOI: 10.1504/IJICBM.2015.071588

International Journal of Indian Culture and Business Management, 2015 Vol.11 No.3, pp.289 - 307

Received: 08 Aug 2014
Accepted: 27 Aug 2014
Published online: 03 Sep 2015 *

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