Influence of brand name in variety seeking behaviour of consumers: an empirical analysis

Prof Rajagopal

International Journal of Management Practice, 2007, vol. 2, issue 4, 306-323

Abstract: This study has been conducted in a Mexican retail business environment with a focus to explore the tendency of decision making by consumers towards buying unfamiliar brands when considering the importance of brand name. The discussions in the paper have been woven around the issues of perceived risk, perceived brand difference, association of brand name and customer values as major influencing factors in making buying decisions towards unfamiliar brands. The study reveals that the perceptions on brand name in reference to brand risk and brand differences have been the prime factors in making a buying decision for new brands among the consumers.

Keywords: cognitive behaviour; personality traits; brand loyalty; brand perceptions; variety seeking behaviour; retailing; decision making; customer value; perceived risk; unfamiliar brands; brand names. (search for similar items in EconPapers)
Date: 2007
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.inderscience.com/link.php?id=12748 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijmpra:v:2:y:2007:i:4:p:306-323

Access Statistics for this article

More articles in International Journal of Management Practice from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().