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A typology of consumers' variety-seeking disposition based on inherent needs

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Consumers' variety seeking has preoccupied many researchers over the last three decades, and many explanations and models have been produced. The concept is relevant to market segmentation, but it has not been fully explored. This study explores variety seeking in order to derive a consumer typology based on the strength of the disposition to seek for variety, and the intrinsic needs that trigger this disposition. A quantitative methodology is adopted using a sample comprising customers of a large UK-based clothing retailer. Factor and cluster analyses are used to derive a variety-seeking disposition (VSD) typology. Findings indicate four distinct clusters, which differentiate in terms of the strength of VSD and the built-in needs that drive VSD. Clusters also discriminate in terms of behavioural, attitudinal, and demographic variables, including attitude to clothes, brand commitment, interest in fashion, age, gender, education, and occupation. A number of implications derive from this study in relation to targeting and marketing strategy.

Keywords: cluster analysis; inherent needs; optimal stimulation level; segmentation; typology; variety seeking

Document Type: Research Article


Affiliations: University of Birmingham, UK

Publication date: 2012-05-01

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