Please use this identifier to cite or link to this item: http://hdl.handle.net/11718/14290
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dc.contributor.authorNanarpuzha, Rajesh
dc.date.accessioned2015-07-28T09:27:41Z
dc.date.available2015-07-28T09:27:41Z
dc.date.issued2013
dc.identifier.urihttp://hdl.handle.net/11718/14290
dc.description.abstractVariety seeking behavior and its corollary, purchase reinforcement have been looked at from diverse viewpoints in marketing literature. One specific viewpoint has involved looking at the effects of variety seeking behavior on purchase behavior and brand preference. In the area of marketing modeling, variety seeking behavior has been looked at as a consequence of attribute satiation and inherent user preferences. However, the effect of situational variables on variety seeking behavior has often been overlooked. Chintagunta (1999) has made use of the lightning bolt model (Roy, Chintagunta, & Haldar, 1996) to isolate the effects of variety seeking behavior on brand preferences. However, the author has made use of the attribute satiation approach to model variety seeking behavior. In this paper, the attempt has been made to build on the lightning bolt model (Roy et al., 1996) and the variation proposed by Chintagunta (1999) to propose a conceptual model that incorporates the effect of situational variables on variety seeking behavior and thereby, brand preferences. The Indian kirana store and a large-format retail store have been contrasted to set the empirical context for the problem. Alternative methods have been proposed for data collection and for empirically testing the model in this particular contexten_US
dc.language.isoenen_US
dc.publisherIndian Institute of Management Ahmedabaden_US
dc.relation.ispartofseriesWP;2360
dc.subjectLightning Bolt Modelen_US
dc.subjectVariety Seekingen_US
dc.subjectBrand Preferenceen_US
dc.titleModeling situational factors in variety seeking behaviour: an extension of the lightning bolt modelen_US
dc.typeWorking Paperen_US
Appears in Collections:Working Papers

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