Abstract
Many attempts have been made to study consumer variety seeking behavior (VSB) in various contexts in the past. This research aims to study the influence of determinants on VSB in fast moving consumer goods (FMCG) in the Indian context. Questionnaires were administrated through direct contact method, to collect data from variety seeking consumers. Multiple linear regression (MLR), ANOVA, independent t test, and general linear model (GLM) techniques were used to analyze both demographic and behavior variables. The influences of moderators were also analyzed. The managerial implication and direction for future research had been discussed.
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