Examining Variety Seeking Behavior–A Study With Reference to Fast Moving Consumer Goods (FMCG)

Gowthamaraj Rajendran

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Consumer Market Behavior and Pricing Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies

Abstract

Many attempts have been made to study consumer variety seeking behavior (VSB) in various contexts in the past. This research aims to study the influence of determinants on VSB in fast moving consumer goods (FMCG) in the Indian context. Questionnaires were administrated through direct contact method, to collect data from variety seeking consumers. Multiple linear regression (MLR), ANOVA, independent t test, and general linear model (GLM) techniques were used to analyze both demographic and behavior variables. The influences of moderators were also analyzed. The managerial implication and direction for future research had been discussed.

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References

2025Advances in Consumer Research 1994Marketing Research: An Applied Orientation 1960Conflict, arousal, and curiosity.1982Hedonic Consumption: Emerging Concepts, Methods and Propositions 2003Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude 1993Price Perceptions and Consumer Shopping Behavior: A Field Study 1980Innovativeness, Novelty Seeking, and Consumer Creativity 1963Functions of Varied Experience

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