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

Marina Girju, University of Texas at Dallas, USA
B.P.S. Murthi, University of Texas at Dallas, USA
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.
[ to cite ]:
Marina Girju and B.P.S. Murthi (2011) ,"Should Variety Seeking Be Measured At the Sku, Brand, Or Category Level? Does It Matter?", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.