Variety Seeking Buying Behavior
A consumer behavior pattern where individuals frequently switch brands or products, not due to dissatisfaction, but due to a desire for novelty and variety.
Description
In the digital marketing industry, variety seeking buying behavior refers to the tendency of online consumers to explore and try different brands or products rather than sticking to a single one. This behavior is often driven by curiosity, the desire for new experiences, and the abundance of choices available in the digital marketplace. Marketers in the digital space need to be aware of this behavior as it can impact brand loyalty and influence marketing strategies. To cater to variety seekers, digital marketers might employ techniques such as frequent updates to product lines, limited-time offers, and personalized recommendations that encourage exploration and experimentation. Understanding this behavior can help businesses create more engaging marketing campaigns and retain customers who might otherwise switch to competitors simply for the sake of variety.
Examples
- A consumer regularly switches between different streaming services like Netflix, Hulu, and Disney+ to experience diverse content offerings and avoid getting bored with a single platform.
- An online shopper frequently tries different skincare brands on sites like Sephora, enticed by new product launches, exclusive online deals, and influencer recommendations.
Additional Information
- Variety seeking can be leveraged by marketers through personalized email campaigns that highlight new or unique products.
- Customer reviews and user-generated content can play a significant role in influencing variety seekers to try new products.