Small business and marketing

2.4 Variety-seeking buying behaviour

Figure 10  Variety-seeking buying behaviour
  • Consumers perceive significant differences between brands but are not particularly involved in the purchase.
  • Many groceries fall into this category. Examples include:
    • different types of biscuit
    • bread
    • ice-cream.
  • Consumers often alternate between different brands for variety.
Figure 11  Trying out a different coffee at the coffee shop – variety-seeking buying

Activity 2

Allow about 20 minutes

Consider the five mini case studies. (To open the case study in a new tab on a PC, hold down the Ctrl key when clicking.) What sort of consumer buying behaviour would you expect for each of them?

Complete the following table and then click ‘save and reveal comment’ for some thoughts.

Business Expected consumer buying behaviour Explanation
Bike-a-lot
JJ Components
Mucky Pets
Red Bush Brewery
Turn-it-round