A typology of consumers' variety-seeking disposition based on inherent needs

Abstract

Consumers' variety seeking has preoccupied many researchers over the last three decades, and many explanations and models have been produced. The concept is relevant to market segmentation, but it has not been fully explored. This study explores variety seeking in order to derive a consumer typology based on the strength of the disposition to seek for variety, and the intrinsic needs that trigger this disposition. A quantitative methodology is adopted using a sample comprising customers of a large UK-based clothing retailer. Factor and cluster analyses are used to derive a variety-seeking disposition (VSD) typology. Findings indicate four distinct clusters, which differentiate in terms of the strength of VSD and the built-in needs that drive VSD. Clusters also discriminate in terms of behavioural, attitudinal, and demographic variables, including attitude to clothes, brand commitment, interest in fashion, age, gender, education, and occupation. A number of implications derive from this study in relation to targeting and marketing strategy.

Keywords:

• variety seeking
• segmentation
• optimal stimulation level
• typology
• inherent needs
• cluster analysis

Notes

¹The sample was randomly selected and was representative (thus externally valid) of the specific population under consideration because it fulfilled a number of conditions according to Schillewaert et al. (1998). First, a central register of the research population existed (customer database). Second, all members of the population had the chance to be selected, since contact information was available. Third, no non-response bias occurred when comparing late versus early respondents.

²A total of 24% used tests on clustering variables, 38% did not specify, 4% used hold-out samples, and 7% used expert opinion (Ketchen & Shook, 1996).

³Additional analysis could have been performed to eliminate items, yet it was decided to proceed to cluster analysis without losing further content from the scale, since the fit indices are acceptable and the factor loadings are all significant.