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

K, Jayanthi; Rajendran, G.

Journal of food products marketing. Volume 20:Issue 3 (2014); pp 283-307 -- Routledge, Taylor & Francis Group

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  • Title:
    Examining Variety Seeking Behavior–A Study With Reference to Fast Moving Consumer Goods (FMCG)
  • Author: K, Jayanthi;
    Rajendran, G.
  • Found In: Journal of food products marketing. Volume 20:Issue 3 (2014); pp 283-307
  • Journal Title: Journal of food products marketing
  • Subjects: Food industry and trade--United States--Periodicals; Food--Marketing--Periodicals; variety seeking behavior--need for variety--optimum stimulation level--fast-moving consumer goods; Dewey: 381.45664097305
  • Rights: Licensed
  • Publication Details: Routledge, Taylor & Francis Group
  • 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.


  • Identifier: System Number: ETOCvdc_100027689342.0x000001; Journal ISSN: 1045-4446; doi/10.1080/10454446.2012.739119
  • Publication Date: 2014
  • Physical Description: Electronic
  • Shelfmark(s): 4984.549000
  • UIN: ETOCvdc_100027689342.0x000001

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