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Influence of Brand Name in Variety Seeking Behavior of Consumers: An Empirical Analysis

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  • Rajagopal

    (Monterrey Institute of Technology & Higher Education ITESM , Mexico City)

Abstract

The variety-seeking behavior and the brand choice among the consumers have been discussed extensively in the previous research contributions from the stochastic point of view. This study argues that although consumers are seeking novelty and unexpectedness in a brand that they have not bought before, their purchase will be selective, in reference to the empirical investigation. The study has been conducted in Mexican retail business environment with a focus to explore the tendency of decision making of consumers towards buying unfamiliar brands in considering the importance of brand name. The discussions in the paper have been woven around the issues of perceived risk, perceived brand difference, association of brand name and customer values as major influencing factors in making buying decisions towards unfamiliar brands. The study reveals that the perceptions on brand name in reference to brand risk and brand differences have been the prime factors in making buying decision for new brands among the consumers. Consumers also ascertain the brand name associated with the unfamiliar brands as they feel high risk averse and entangle in decision making with perceived brand differences.

Suggested Citation

  • Rajagopal, 2005. "Influence of Brand Name in Variety Seeking Behavior of Consumers: An Empirical Analysis," Microeconomics 0510002, EconWPA.
  • Handle: RePEc:wpa:wuwpmi:0510002
    Note: Type of Document - pdf; pages: 27
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    Keywords

    Cognitive behavior; personality traits; brand loyalty; brand perceptions; decision making; customer value;

    JEL classification:

    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D81 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Criteria for Decision-Making under Risk and Uncertainty
    • M20 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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