An examination of the individual and product category level determinants of true variety seeking behaviour versus repeat purchasing and derived switching behaviour

Pradeep KrishnatrayNeelesh Suryavanshee2023-12-152023-12-151998316http://ir.mica.ac.in/handle/123456789/4656157p.en-USmarketing researchconsumervariety seeking behaviourindividual level variablesproduct category level variablesinvolementpurchse frequencyperceived difference between the brandsstrength preferencepurchse historyhedonic featurespurchase contextAn examination of the individual and product category level determinants of true variety seeking behaviour versus repeat purchasing and derived switching behaviourThesis