Modell development of variety seeking behavior (Consumer Tracking Pandeldata)

The main focus of this study is the advancement of the theoretical basis for the explanation of variety seeking behavior (VSB). VSB means consumers’ brand switch because of the utility of the change itself. VSB is connected with reduced customer loyalty. Reduced loyalty is a problem for the whole food industry as a lot of product launches fail and the huge resources connected with this launches are lost because of these product failures. With respect to model development, VSB was a topic of research up to 1995. In the last decade most approaches had been more empirically. There is still an ongoing, fundamental discussion how to treat VSB. Therefore, the main aim of this project is the realization and evaluation of an improved, dynamic measurement of this important consumer behavior tendency.