Variety-seeking buying behavior is undertaken by consumers in situations characterized by low consumer involvement but significant perceived brand differences. In such cases, consumers often do a lot of brand switching because the cost involved in switching products is minimal or low.
“Variety-seeking buyer behavior can best be described as the buying tendencies of those consumers that do not have a high involvement with a product when there is a significant difference between brands.”
For example, when buying cookies, a consumer may hold some beliefs, choose a cookie brand without much evaluation, and then evaluate that brand during consumption. But the next time, the consumer might pick another brand out of boredom or simply to try something different. Brand switching occurs for the sake of variety rather than because of dissatisfaction. Other such products where consumers seek variety include biscuits, potato chips, crackers, puffed rice, pop-corn, nuts, and the like.
Use of the Term in Sentences:
- Consumers’ variety-seeking buying behavior may cause a great problem for companies.
- Marketers can encourage consumers with variety-seeking buying behavior to buy by applying lower prices, coupons, samples, special deals, and ads having messages giving reasons to try something new.
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