Monday, January 14, 2013

Marketing 101: Variety Seeking Buying Behavior

In previous posts I examined Complex Buying Behavior, Dissonance-Reducing Buying Behavior, and Habitual Buying Behavior.  Finally, we will quickly define Variety Seeking Buying Behavior.

Variety Seeking Buying Behavior
Variety Seeking Buying Behavior refers to situations where there is low consumer involvement, but the consumer perceives significant differences between the brand options in front of them.  In variety seeking situations consumers tend to do a lot of brand switching.  There is no real brand loyalty.  Common variety seeking types of products are cookies and crackers.  Let's take a quick look at crackers.

Consumers may already have a few beliefs about crackers.  However most consumers will buy a particular brand with very little evaluation before the purchase.  In fact in product categories such as crackers, evaluation tends to happen during consumption of the product.  Beliefs and attitudes will come during the experience of eating them, or using them at parties.  The next time the consumer is ready to buy, they will sometimes buy the same brand if the experience was favorable.  However, they may also pick another brand purely out of boredom or to just try something different.  All of this happens for the sake of variety rather than any negative beliefs or attitudes about the cracker brand.
The marketing strategy might differ for the market leader versus the competitors trying to grab market share.  Leaders should encourage habitual buying - dominating shelf space and keeping shelves stocked, running frequent reminder advertising.

Marketers should encourage variety seekers to buy by using lower prices, special deals, coupons, samples, and ads that have messaging that give reasons for trying something new.

4 comments:

  1. Great blog post. I used to be checking continuously this blog and I am impressed! Extremely helpful information specially the closing phase :) I deal with such info a lot. I used to be seeking this particular information for a very lengthy time. Thanks and good luck.
    Youtube Media Buyer

    ReplyDelete
  2. Thank you a lot for such great job, i needed this kind of information for my finals) and you helped me a lot)

    ReplyDelete
  3. MARTINEZ LEXIE INVESTMENTS LIMITED HELPED ME OUT OF MY FINANCIAL MESS!!!

    I have been in financial mess for the pass 12 months now, I am a single mum with kids to look after. My name is Renee Joan Rothell, and am from Ridley Park, Pennsylvania. A couple of weeks ago My friend visited me and along our discussion she told me about Mr Martinez Lexie of ( Lexieloancompany@yahoo.com ); that he can help me out of my financial situation, I never believed cause I have spend so much money on different loan lenders who did nothing other than running away with my money. She advised I gave it a try because he helped her and some of her colleagues too by granting loans to revive their dying businesses. so I mailed him and explain all about my financial situation and therefore took me through the loan process which was very brief and easy.. After than my loan of 63,000.00 USD was approved and granted to me.. all i did was to follow the processing and be cooperative and today I am a proud business owner sharing the testimony of God-sent Lender. You can as well reach him through the Company website: http://lexieloans.bravesites.com OR text: +18168926958



    ReplyDelete