Title: Variety seeking behaviour on Asian traditional food accompaniment - pickles

Authors: Jayanthi Thanigan; G. Rajendran

Addresses: T A Pai Management Institute, P.B. No. 9, Manipal – 576 104, Karnataka, India ' Department of Management Studies, Anna University, Chennai – 600025, Tamilnadu, India

Abstract: The study explores the relationship between the determinants and dependent variable. The moderating effect on the relationship is also examined. The study was carried out on pickles. Questionnaires were administrated through direct contact method to collect data. Multiple linear regression (MLR), ANOVA, independent t-test and general linear model (GLM) techniques were used to analyse both demographic and behaviour variables. The managerial implication and direction for future research has been discussed.

Keywords: variety seeking behaviour; VSB; need for variety; NFV; promotional deals; purchase frequency; perceived risk; hedonic motives; utilitarian motives; perceived brand difference; optimum stimulation level; OSL; cognitive orientation; social character; Asian traditional food; traditional food accompaniment; pickles; demographics; consumer behaviour.

DOI: 10.1504/IJBIR.2016.076763

International Journal of Business Innovation and Research, 2016 Vol.10 No.4, pp.478 - 500

Received: 28 Nov 2013
Accepted: 27 Feb 2014
Published online: 01 Jun 2016 *

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