‘Variety-Seeking Buying Behaviour’ results in product categories where there are significant differences among brands but the consumer has low involvement in these products.
There is much brand switching due to variety seeking or boredom. Sales promotions can encourage increased brand switching because of premium offer or due to some contest.
When the information requirements are high and there is an absence of any established criteria for evaluating the product category or specific brands in the category, the decision-making would be one of extensive problem solving (EPS). Typically, the purchase situation would be one of high-involvement.
If the consumers have already established some criteria to evaluate the product category or the brand, they are likely to engage in limited problem solving (LPS) and would collect some additional information to reach a decision. They may not have any preference for a particular brand and hence would like to know a little about the differences among brands. This would be more like “fine tuning” their decision.
When consumers have some experience with the product category and have established criteria to evaluate different brands, they may buy the product as a matter of routine. This is routinised response behaviour (RRB). In some cases the consumers may search for a small amount of additional information but, in general, they only review what they already know. Sales promotions can lead to significant increases in the sales figures of the products if the consumers’ buying behaviour is routine type (habitually buying behaviour).