VARIED BUYING BEHAVIOR: MEASUREMENT BASED ON PERCEPTUAL AND PURCHASE DIARY DATA
Abstract
Variety-seeking as a motivator of buying behavior has been gaining recognition. This motive and associated influences provide a rationale for the observed degree of variability in consumer behavior, particularly consumer choices of items whose attribute differ from the attributes of previously chosen items. There is a need for a marketing-specific measure of individual varied behavior (VBM). Such a measure may help explain buying behavior as well as improve segmentation and product-mix decisions. A product specific measure of varied purchase behavior at the individual level is generated. The measure incorporates perceptual data with behavioral data. The perceptual data contain product maps which represent the perceived structural variety among brands. The behavioral data include the individual sequence of purchases during an observation period. The measure's temporal variety element is based on this sequence. Assessment of VBM's reliability as well as its covergent, discriminant and predictive validities yields positive results. Motives underlying varied buying behavior in three frequently bought product classes are revealed through regression analyses where the measure serves as independent variable. The motives differ across product categories, and assume different explanatory powers in each product class. Segmentation based on VBM's score identifies the variety-maximizer consumer versus the variety-avoider in each product class. The portraits of variety maximizers vary across product classes. Applications concerning VBM as a descriptor variable employed in consumer behavior research, and applications of VBM's distributions over product categories in the retailing and advertising areas, are discussed.
Degree
Ph.D.
Subject Area
Marketing
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