Should Variety Seeking Be Measured At the Sku, Brand, Or Category Level? Does It Matter?

Should Variety Seeking Be Measured At the Sku, Brand, Or Category Level? Does It Matter?

Variety-seeking can occur at the SKU, brand, or category level. Past research focused on brand level variety-seeking. Using data from the snack market we offer a comprehensive picture of individual variety-seeking behavior and study associations in behavior across the three forms of variety-seeking.

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Bibliographische Detailangaben
Hauptverfasser: Girju, Marina, Murthi, BPS
Format: Tagungsbericht
Sprache:eng
Schlagworte:
Brands
Consumer behavior
Information processing
Studies
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Beschreibung
Zusammenfassung:Variety-seeking can occur at the SKU, brand, or category level. Past research focused on brand level variety-seeking. Using data from the snack market we offer a comprehensive picture of individual variety-seeking behavior and study associations in behavior across the three forms of variety-seeking.
ISSN:0098-9258