Variety-Seeking Buying Behavior

Consumers undertake variety seeking buying behaviour in the situations characterized by low consumer involvement but important perceived brand differences. In such type of cases, consumers frequently do a lot of brand switching. For instance, when buying cookies, a consumer can hold some beliefs, select a cookie brand with no much evaluation, then evaluate that brand throughout consumption. But in the next time, the consumer may pick another brand out of boredom or easy to try something different. Brand switching take place for the sake of variety instead than because of dissatisfaction.

In such type product categories, the marketing strategy can differ for market leader and minor brands. The market leader will attempt to encourage habitual buying behaviour by dominating shelf space, keeping shelves completely stocked, and running frequent reminder advertising. Challenger firms will support variety seeking by special deals, offering lower prices, free samples, coupons and advertising that present reasons for trying something new.