Modelling situational factors in variety seeking behaviour: a conceptual approach

The importance of situational factors in variety seeking behaviour of consumers has been acknowledged in marketing literature. However, this paper is potentially the first to attempt to explicitly model situational factors in variety seeking behaviour. The conceptual model developed demonstrates that the incorporation of situational variables can result in a more comprehensive model to explain variety seeking behaviour. The paper also introduces the Indian retail scenario as a particularly apt context for operationalising the variables of the proposed model. This has implications for several emerging markets where similar retail contexts are present.