1.

Introduction

1.1 Introduction of variety seeking behavior

In a free market (as opposed to a planned economy), consumers are offered a great deal of choices. Within a single product category, there are often a large number of brands. These brands may differ in size, quality, price, image and other attributes. In a free market, consumers make their choices based upon the utilities that they derive from the different brands. Thus some consumers will look for the cheapest product, others will look for the best quality (whatever that means) and still others will look for products that are consistent with their self-images. There are also consumer utilities that are independent of product attributes. An example is the so-called variety-seeking behavior, whereby consumers routinely switch from one product to another because they are motivated by the utility inherent in experiencing variety. For marketers, such variety-seeking behavior represents mixed blessings of opportunities and vulnerabilities. An understanding of variety-seeking behavior is therefore important in defending and/or expanding market share. In the marketing literature, one approach towards the study of variety-seeking behavior is based upon understanding the psychological processes that lead to the need for variety. One psychological driver is boredom, whereby the utility from one brand decreases with repeated use while competing brands become more attractive simply by being not the current brand. Another driver is curiosity because different brands may promise to provide different experiences. We will now cite some survey data from the India. This is a survey of 7,020 persons between the ages of 12 and 64 years old conducted by IBOPE Colombia. During this survey, the respondents were shown the statement: "I like changing brands often, to get variety and to try things out." 19.9% of the respondents said that they 'completely agreed' with this statement.In the following graph, we show the agree rates separately by age/sex groups. For the females, the agree rates are slightly higher among the 12 to 24 year olds, but the older groups are below

average. For the males, the agree rates are highest among the young (12 to 34 year olds), and then drops down rapidly as age increases. The study of variety-seeking behavior based upon psychological processes may be criticized for relying too much on stated intention A different approach to the study of variety-seeking behavior is through the empirical analysis of observed temporal variations in consumption patterns. Better yet, it would be interesting to see the extent to which the stated preference for variety-seeking behavior translates into physical action. In the next chart, we show the 'completely agree' rate to the statement "I like changing brands often to get variety and try things out" separately within product users who have consumed a single brand within a product category. For the beverage and snacks, the time period was 7 days; for jeans, the time period was 12 months. If the statement means anything, we would expect the single brand users to be less likely to agree. Compared to the overall agree rate for the total population of 19.9%, the agree rates for the single brand users in most of these product categories are not significantly different. One reason for the lack of agreement between the psychographic statement and the reported purchase behavior is that this specific psychological statement was not category-specific. A consumer may be a brand-loyalist in some product categories, but a variety-seeker in other categories. Another reason is that each category has its own configuration of competition and product differentiation. The best synthesis of the psychological and behavioral approaches should be category-specific. We leave you with one final example of variety-seeking behavior. What do you think is really going on here? Do you have enough ideas for several telenovelas...?

1.2 Introduction of The brand trust in India

1.2.1 What is Brand:Any transact able idea has potential of a brand Imagine an idea to have a soul. In its most elemental state this is the brand. Like the soul, the brand just exists. But with proper communication and correct action, the soul can reach greater heights.

1.2.2 What is trust:Trust is the primary bond in any engagement. Like primary colors, all relationship are based on the primary bond of trust. Therefore the most important ingredient in any exchange. Social order, reciprocity, pride, love, influence, leadership etc.are all based on trust.

1.2.3 What is brand trust?

Brand trust is the soul of the primary bond of engagement. Much more than pedigree, size, there are many subtler forces which influence brand trust.

Brand trust and brand loyalty are central aspects in brand management (Chaudhuri and Holbrook,2001). It has been shown that brands are valuable intangible assets (Rao et al., 2004;Srivastava etal., 1998). Building a strong brand with loyal customers is of strategic importance for marketingmanagers because it provides substantial competitive and economic benefits to a firm, such as lessvulnerability to competitive marketing actions, reduced marketing costs, higher rates of return on investment through increases in market shares, better cooperation with intermediaries, favorable word of mouth and greater extension opportunities (Delgado3

Ballester and Munuera-Aleman,2005; Gounaris and Stathakopolous, 2004; Chaudhuri and Holbrook, 2001; Homburg and Giering,2001; Dick and Basu, 1994). Hence, there is great interest in how brand loyalty is built and whichfactors drive brand loyalty and brand performance.

In this context, brand trust is of crucial importance. Trust has to be considered as the corner stone and as one of the most desirable qualities in the relationship both between a company and its customers and in the relationship between a brand and its consumers. The focus on brand trust is based on findings that there is a strong positive relationship between brand trust and brand loyalty (Chaudhuri and Holbrook, 2001). The objective of this study is to provide additional insight into the product value brand trust brand loyalty chain by examining the effects of moderating variables on these relationships. More specifically, we investigate both the link between hedonic and utilitarian value of a product and brand trust and the link between brand trust and attitudinal and purchase loyalty and the impact of selected customer characteristics on these relationships in the context of four product groups (mobile phones, sunglasses, running shoes, and jeans) that can be characterized as consumer durables with high brand relevance (Fischer et al., 2004).

After reviewing the literature on brand trust, hedonic and utilitarian value as selected contributors to brand trust and brand loyalty as an important outcome of trust, we introduce some possible moderator variables and present the basic research model. Subsequently, the research method and results are discribed. Finally, we discuss the findings of this study in terms of their implications for managerial practice and point out some directions for further research.

2. Review of literature
2.1 Brand loyalty

The importance of loyalty to businesses is intrinsic to the definition of this phenomenon. In order to understand the value of loyalty, gratifications of running a business must first be considered. Such gratifications stem from the main objective of a commercial enterprise, which is to generate profit.

All commercial enterprises derive their income by selling a product or a service that addresses a specific client need. In free market economies, this is done in competition with other suppliers, therefore, one of the ways of ensuring profit stability is creating a customer base that, given equal product availability, is consistently choosing products of the business in question over simi-lar competitor products (McMullan and Gilmore, 2008). Such customer behaviour is invaluable to the businesses as it reduces business risks, ensure greater profit stability and a potential reduction in cost of marketing communications, as loyal customers are more likely to continue consuming the product without much marketing efforts (Rowley, 2005). Hence, it has even been sugges-ted in some studies that it is more profitable to retain customers than to acquire new ones (Hogan et al., 2003; Lee-Kelly et al., 2003).

The repeat consumption captures the very essence of the behaviour observable on the surface, and as such, the term loyalty is often used interchangeably with repeat purchase. In fact, one of the early and rather widely accepted definitions of loyalty (McMullan and Gilmore, 2008) has been suggested by Jacoby and Kyner (1973), who primarily focused on repeat purchase and defined loyalty as a biased behavioural (that is, pur-chase) response, expressed over time . In a broader context, loyalty encompasses attitudes towards a product or an organisation. In this way, Divett et al. (2003) quoted Buchanan to define loyalty as a feeling of affection for and attachment to the organisation. Similarly, Dick and Basu (1994) are often quoted when definitions of loyalty are discussed (McMullan and Gilmore, 2008; Rowley, 2005).

Dick and Basu (1994) elaborated further on this construct by designing an integrated framework for customer loyalty. The key to this framework is that loyalty is conceptualised as the relationship between the relative attitude toward an entity (brand/service/store/vendor) and patronage behaviour, thus highlighting two main components (Hallowell, 1996) that together define what is meant by a loyal customer: positive attitudes towards the brand / product, often expressed through consciously promoting the product (for example, amongst friends and family); and repurchase behaviour. This two-dimensional view of loyalty was also supported by Oliver (1999) and various other authors (Santouridis and Trivellas, 2010).

At this point, it is fit to introduce another concept: switching behaviour. It requires little explanation as it is the opposite of repurchase behaviour discussed earlier. Such opposite behaviour may be viewed as the decision to exit the relationship and stop consuming the product / service (Bolton and Bronkhurst, 1995). Initial studies focusing on switching behaviour suggest that it should be conceptualised as a dynamic process that evolves over time, culminating in exit (Bejou and Palmer, 1998; Hocutt, 1998; Stewart, 1998). Furthermore, Shukla (2009) states that brand switching occur with diminishing brand loyalty as well as increase in consumer willingness to try alternative brands. Such switching may be motivated by factors both intrinsic (for example, attribute satiation or curiosity) and extrinsic to the consumer. Insofar as extrin-sic factors are concerned, Keaveney (1995) identified eight major categories of service problems that could prompt customers to exit a service / stop buying a product, and emphasised five major factors: core service failures, service encounter failures, service recovery failures, inconvenience and pricing. However, academics have cautioned that the unique characteristics of switching behaviour might be masked when generalised models are directly applied to specific service contexts (Colgate and Hedge, 2001; Mittal and Lassar, 1998)

It may be quite difficult to accurately determine what causes car owners to switch brands or repeat purchase and therefore, it may help to classify different loyalty types in order to differentiate between the factors that have most effect on customers exhibiting different loyalty types. Based on the attitude - behaviour definition of loyalty, Dick and Basu (1994) identified four loyalty types:

i. Latent loyalty associated with high relative attitude, but low repeat patronage; ii. Spurious loyalty represents a low relative attitude, with high repeat patronage; iii. Loyalty signifies correspondence between attitude and patronage; and iv. No Loyalty low relative attitude combined with low repeat patronage.

Some authors (Jones and Sasser, 1995; Curasi and Kennedy, 2002) further classified loyalty based on the level of satisfaction or dissatisfaction that the customers exhibit, although, it may be argued that satisfaction is not the only factor that may be of assistance in placing customers into homogenous groups. The authors identify that customers may be seen as loyalists / apostles, defectors / terrorists, mercenaries and hostages. Customers, who are completely satisfied and keep returning to the company, form part of the loyalist group. Within the loyalist group, however, the authors identify customers whose expectations are exceeded to such an extent that they feel the need to share their strong feelings about the company with others they are apostles. Curasi and Kennedy (2002) further indicated that apostles exhibit personal commitment to the company, thus, their loyalty is characterised by strong From the afore discussion, it is evident that many factors may be used to customers into loyalty segments and to link such segments with manifestations of switching behaviour. Relative attitudes towards the company and its products, customer satisfaction, convenience (Rowley, 2005), product offerings as well as numerous intrinsic factors all come into play. One of such intrinsic factors is variety-seeking.

2.2 Variety-seeking
One way to describe the concept of variety-seeking is to equate it to the fact of purchasing of different brands (Bawa, 1990; Kahn et al., 1986). Such definition, how-ever, only describes the essential and simplest process and does not take into account the intentions of the customer. Thus, a more complete definition would emphasise a deliberate tendency by the customer to switch brands in the next purchase occasion (Kahn et al., 1986). Another highly intuitive definition was given by Beldona et al. (2010), who viewed variety-seeking as a tendency of customers to seek diversity in their purchasing decisions. Therefore it may be mentioned that the key component that differentiates variety-seeking from switching behaviour is the intent on diversity.

Variety-seeking construct is often explained using the optimum stimulation level (OSL) theory (Chuang et al., 2008; Michaelidou and Dibb, 2009). According to the OSL framework, varietyseeking is a special case of ex-ploratory behaviour, which is in itself, aimed at modifying the stimulation towards the optimum level (Orth and Bourrain, 2005). Thus, whenever a discrepancy exists between the actual stimulation level that an individual experiences, and the optimum stimulation level that such individual possesses under particular circumstances, for example, in a particular environment or when dealing with a particular product category, the individual may engage in variety-seeking in order to resolve the discrepancy (Van Trijp, 1996).

It is important to emphasise a so-called true or directly motivated variety-seeking behaviour (Kahn et al., 1986; Van Trijp et al., 1996). The distinction between the true and its opposite derived - behaviours is dependent on the source motivation, which can be intrinsic or extrinsic (Van Trijp et al., 1996). Thus, true variety-seeking is an intrinsic characteristic of an individual customer which is inherently satisfying (McAlister and Pessemier, 1982) and may only exist towards a certain product class. Therefore, it is possible that an individual would seek varied consumption in one product class and try to avoid variety in another (Givon, 1984). Bern et al. (2001) further argued that true varied behaviour can be moti-vated by either satiation with a products attribute, search for novelty or the need to hedge against uncertainty. Derived variety-seeking behaviour, however, follows from an individuals search for different instrumental or functional value of alternatives (Bern et al., 2001).

Such behaviour is easier to explain and predict and therefore, the marketer has greater control over it, because the functional value of the product is directly dependent on its producer. It should be pointed out that even though intrinsic and extrinsic motivations lead to brand switching, the underlying causes and marketing im-plications are different (Van Trijp et al., 1996). A number of studies have been undertaken in search for factors, influencing the probability of the consumer to exhibit Variety seeking behavior. Factors such as the following were identified: satiation of attributes (McAlister, 1982), purchase quantity and timing (Simonson, 1990), positive affect / mood states/emotions (Chuang et al., 2008; Kahn and Isen, 1993; Lin and Lin, 2009), context and
9

environment (Menon and Kahn, 1995) and decision about public consumption (Ratner and Kahn, 2002). Clearly, researchers were interested in internal as well as external factors to explain varied behavior. Lastly, it is also worth noting that literature also discusses the opposite of variety-seeking: the reinforcement behaviour. It is defined as a deliberate tendency to stay with the brand (Kahn et al., 1986). The same behaviour has also been referred to in literature as last purchase loyalty (Morrison, 1966), inertia (Jeuland, 1979), or variety-avoiding (Givon, 1984), all of which are likely to be confused with the representations of loyalty in practical applications. Variety-seeking, especially its true form may be an important factor that could assist in explaining and predicting loyalty in customers, however it is not the only factor that could assist in this regard. Customer satisfaction is also frequently associated with customer loyalty (Anderson et al., 1994) and thus, needs to be discussed in more detail in this context.

2.3 Brand trust

When investigating relationship and loyalty models, many researchers consider trust as an important determinant thereof (Ball et al., 2003; Chaudhuri and Holbrook, 2001; DelgadoBallester and Munuera-Alemn, 1999; Sirdeshmukh et al., 2002). Trust may be viewed as a cornerstone of long-term relationships (Spekman, 1988) and the concept itself originates from the analysis of personal relationships. Brand trust may result in brand loyalty because it creates exchange relationships that are highly valued (Morgan and Hunt, 1994). This is further supported by Moorman et al. (1992) who define trust as willingness to rely on an exchange partner in whom one has confidence and link such trust to commitment to the organisation exhibited by the customer. Indeed, clients who do not have trust in the service provider will not be loyal (Ball et al., 2003). Another definition viewed trust as confidence that one will find what is desired from another, rather than what is feared (Delgado-Ballester and Munuera-Alemn, 2005). Such trust may be seen as the confidence that weaknesses of exchange partners will not be exploited. Brand trust thus, means that there is an expectation that dealings / experiences with the brand will result in a positive outcome for the consumer.
10

Chaudhuri and Holbrook (2001) hypothesised that brand trust affects both attitudinal and behavioural components of loyalty, in that trusted brands should both be purchased more often and should evoke a higher degree of attitudinal commitment. It is logical to suppose that the trust in the brand is likely to be based on customer experiences with the brand (Delgado-Ballester and Munuera-Alemn, 1999). Therefore, it will be influenced by consumers evaluation of any direct or indirect contact with the brand, whichleads to the conclusion, that among other things, brand trust may be impacted by antecedents of customer satisfaction - perceived quality and perceived value, or customer satisfaction itself (Ganesan, 1994). Thus, satisfaction may be viewed as a condition for trust (Hess and Story, 2005). It is commonly believed that trust is a two dimensional concept that involves credibility and benevolence (Doney and Cannon, 1997; Ganesan, 1994). Delgado et al. (2003) refer to the same intentions as brand reliability and brand intensions. The former dimension explores feelings that the brand accomplishes its value promise (Doney and Cannon, 1997; Morgan and Hunt, 1994), while the latter deals with consumers belief that the service provider interacts in ways that hold consumers interests at heart. An overall measure of brand trust has therefore been included in the final model investigated in this paper.

11

3. Research objectives

To identify the variety seeking behaviour and brand trust relationship. To analyse the explore the determinants of loyalty and suggest a way forward in understanding customer brand loyalty in the India market. To identify consumer satisfaction in brand trust. To identify relation between repurchase behaviour and brand.

12

4. Hypothesis

H0 1: There is no significant difference between Age and consumer`s variety seeking behaviour and Brand trust. H1 1: There is significant difference between Age and consumer`s variety seeking behaviour and Brand trust.

H0 2: There is no significant difference between Gender and consumer`s variety seeking behaviour and Brand trust.

H1 2: There is significant difference between Gender and consumer`s variety seeking behaviour and Brand trust.

H0 3: There is no significant difference between Education and consumer`s variety seeking behaviour and Brand trust.

H1 3: There is significant difference between Education and consumer`s variety seeking behaviour and Brand trust.

H0 4: There is no significant difference between Occupation and consumer`s variety seeking behaviour and Brand trust.

H1 4: There is significant difference between Occupation and consumer`s variety seeking behaviour and Brand trust.

H0 5: There is no significant difference between Family Income and consumer`s variety seeking behaviour and Brand trust.

13

H1 5: There is significant difference between Family Income and consumer`s variety seeking behaviour and Brand trust.

H0 6: There is no significant difference between Purchase a Brand and consumer`s variety seeking behaviour and Brand trust.

H1 6: There is significant difference between Purchase a Brand and consumer`s variety seeking behaviour and Brand trust.

.
14

5 Data analysis and interpretation

15

H0 1: There is no significant difference between Age and consumer`s variety seeking behaviour and Brand trust.

H1 1: There is significant difference between Age and consumer`s variety seeking behaviour and Brand trust.

N opinion_about_the_brand <20 Years 20-35 Years 35-50 Years >50 Years 5 Total I_buy_store_brands <20 Years 20-35 Years 35-50 Years >50 Years 5 Total Iook_for_store_brands_w <20 Years hen_I_go_shopping 20-35 Years 35-50 Years >50 Years 5 Total My_shopping_cart_contai <20 Years ns_store_brands_for_seve 20-35 Years ral_products 35-50 Years >50 Years 5 Total 64 212 70 52 2 400 64 212 70 52 2 400 64 212 70 52 2 400 64 212 70 52 2 400
16

Mean 1.56 1.58 1.49 1.96 1.00 1.61 3.38 3.58 3.57 3.15 5.00 3.50 3.88 3.82 3.83 3.38 5.00 3.78 3.81 3.99 3.71 3.85 4.00 3.90

Std. Deviation Std. Error .906 .777 .737 .907 .000 .818 1.228 1.056 1.303 1.144 .000 1.150 .968 .835 .947 1.157 .000 .935 1.111 .998 1.118 .998 .000 1.038 .113 .053 .088 .126 .000 .041 .153 .073 .156 .159 .000 .058 .121 .057 .113 .160 .000 .047 .139 .069 .134 .138 .000 .052

When_I_see_a_product_s <20 Years omewhat_different_from 20-35 Years _the_usual 35-50 Years >50 Years 5 Total I_am_often_among_the_f <20 Years irst_people_to_try_a_new 20-35 Years _product 35-50 Years >50 Years 5 Total I_like_to_try_new_and_d <20 Years ifferent_things 20-35 Years 35-50 Years >50 Years 5 Total If_I_use_the_same_brand <20 Years s_over_and_over_again_I 20-35 Years _get_tired_of_them 35-50 Years >50 Years 5 Total I_buy_different_brands_t <20 Years o_get_some_variety 20-35 Years 35-50 Years >50 Years 5 Total I_prefer_one_brand_of_ <20 Years most_products_I_buy 20-35 Years

64 212 68 52 2 398 64 212 70 52 2 400 64 212 70 52 2 400 64 212 70 52 2 400 64 212 70 52 2 400 64 212
17

3.81 3.92 3.24 3.54 4.00 3.74 4.16 3.84 3.77 4.04 4.00 3.90 4.22 3.91 3.94 4.00 5.00 3.98 3.62 3.57 3.46 3.73 4.00 3.58 3.88 3.95 3.83 4.12 4.00 3.94 3.50 3.70

1.052 .857 1.148 1.093 .000 1.005 1.101 1.013 1.253 .713 .000 1.043 .934 .979 1.128 1.010 .000 1.006 1.228 .993 1.188 .992 .000 1.066 .968 1.052 1.007 .758 .000 .994 1.155 .851

.132 .059 .139 .152 .000 .050 .138 .070 .150 .099 .000 .052 .117 .067 .135 .140 .000 .050 .153 .068 .142 .138 .000 .053 .121 .072 .120 .105 .000 .050 .144 .058

35-50 Years >50 Years 5 Total I_am_willing_to_make_a <20 Years n_effort_to_search_for_m 20-35 Years y_favorite_brand 35-50 Years >50 Years 5 Total Usually_I_care_a_lot_ab <20 Years out_which_particular_bra 20-35 Years nd_I_buy 35-50 Years >50 Years 5 Total It_bothers_me_if_other_p <20 Years eople_disapprove_of_my 20-35 Years _choices 35-50 Years >50 Years 5 Total It_is_important_to_me_to <20 Years _fit_in 20-35 Years 35-50 Years >50 Years 5 Total My_behavior_often_depe <20 Years nds_on_how_I_feel_other 20-35 Years s_wish_me_to_behave 35-50 Years >50 Years

70 52 2 400 64 212 70 52 2 400 64 212 70 52 2 400 64 212 70 52 2 400 64 212 70 52 2 400 64 212 70 52
18

3.46 3.54 4.00 3.60 4.09 3.99 3.66 4.04 5.00 3.96 4.28 4.06 3.83 3.96 4.00 4.04 3.66 3.81 3.57 3.77 4.00 3.74 4.06 4.15 3.97 3.77 5.00 4.06 4.12 4.10 4.20 3.92

1.236 1.093 .000 1.011 1.109 .939 .991 .766 .000 .965 .766 .890 1.215 1.204 .000 .985 1.116 1.059 1.234 1.323 .000 1.134 .941 .921 1.116 1.293 .000 1.019 .864 1.101 .926 1.045

.148 .152 .000 .051 .139 .064 .118 .106 .000 .048 .096 .061 .145 .167 .000 .049 .139 .073 .148 .183 .000 .057 .118 .063 .133 .179 .000 .051 .108 .076 .111 .145

5 Total

2 400

5.00 4.10

.000 1.028

.000 .051

Test of Homogeneity of Variances Levene Statistic opinion_about_the_bra nd I_buy_store_brands Iook_for_store_brands_ when_I_go_shopping My_shopping_cart_con tains_store_brands_for_ several_products When_I_see_a_product _somewhat_different_fr om_the_usual I_am_often_among_the _first_people_to_try_a_ new_product I_like_to_try_new_and _different_things If_I_use_the_same_bra nds_over_and_over_ag ain_I_get_tired_of_the m I_buy_different_brands _to_get_some_variety I_prefer_one_brand_of _most_products_I_buy I_am_willing_to_make _an_effort_to_search_f or_my_favorite_brand 1.257 3.107 4.377 df1 4 4 4 df2 395 395 395 Sig. .286 .015 .002

2.102

395

.080

6.075

393

.000

5.778

395

.000

1.530

395

.193

2.999

395

.019

3.517 7.782

4 4

395 395

.008 .000

3.329

395

.011

19

Usually_I_care_a_lot_a bout_which_particular_ brand_I_buy It_bothers_me_if_other _people_disapprove_of _my_choices It_is_important_to_me_ to_fit_in My_behavior_often_de pends_on_how_I_feel_ others_wish_me_to_be have

5.291

395

.000

3.630

395

.006

3.574

395

.007

.735

395

.569

ANOVA Sum of Squares opinion_about_the_bran Between Groups d Within Groups Total I_buy_store_brands Between Groups Within Groups Total Iook_for_store_brands_ Between Groups when_I_go_shopping Within Groups Total My_shopping_cart_cont Between Groups ains_store_brands_for_s Within Groups everal_products Total When_I_see_a_product Between Groups _somewhat_different_fr Within Groups om_the_usual Total 8.530 258.630 267.160 13.616 514.384 528.000 12.201 336.439 348.640 4.804 424.786 429.590 27.123 373.701 400.824 df 4 395 399 4 395 399 4 395 399 4 395 399 4 393 397 6.781 .951 7.131 .000 1.201 1.075 1.117 .348 3.050 .852 3.581 .007 3.404 1.302 2.614 .035 Mean Square 2.132 .655 F 3.257 Sig. .012

20

I_am_often_among_the Between Groups _first_people_to_try_a_ Within Groups new_product Total I_like_to_try_new_and_ Between Groups different_things Within Groups Total If_I_use_the_same_bran Between Groups ds_over_and_over_agai Within Groups n_I_get_tired_of_them Total I_buy_different_brands Between Groups _to_get_some_variety Within Groups Total I_prefer_one_brand_of_ Between Groups most_products_I_buy Within Groups Total I_am_willing_to_make_ Between Groups an_effort_to_search_for Within Groups _my_favorite_brand Total Usually_I_care_a_lot_a Between Groups bout_which_particular_ Within Groups brand_I_buy Total It_bothers_me_if_other Between Groups _people_disapprove_of_ Within Groups my_choices Total It_is_important_to_me_ Between Groups to_fit_in Within Groups Total My_behavior_often_dep Between Groups ends_on_how_I_feel_ot Within Groups hers_wish_me_to_beha Total ve

7.139 427.251 434.390 7.018 396.822 403.840 2.762 450.678 453.440 2.781 391.779 394.560 4.616 402.974 407.590 10.247 361.113 371.360 7.236 380.124 387.360 3.696 509.264 512.960 8.467 406.093 414.560 3.981 417.609 421.590

4 395 399 4 395 399 4 395 399 4 395 399 4 395 399 4 395 399 4 395 399 4 395 399 4 395 399 4 395 399

1.785 1.082 1.754 1.005 .691 1.141 .695 .992 1.154 1.020 2.562 .914 1.809 .962 .924 1.289 2.117 1.028 .995 1.057

1.650

.161

1.746

.139

.605

.659

.701

.592

1.131

.341

2.802

.026

1.880

.113

.717

.581

2.059

.086

.941

.440

21

Significance value is less than 0.05. So, null hypothesis is rejected and alternative hypothesis is accepted so, we can say that in this hypothesis test variable no:-1, 2, 3, 5, 12 have less than 0.05 so here H0 is accepted and H1 is rejected.

For other variable are greater than 0.05 so H1 is accepted and H0 is rejected.

H0 2: There is no significant difference between Gender and consumer`s variety seeking behaviour and Brand trust.

H1 2: There is significant difference between Gender and consumer`s variety seeking behaviour and Brand trust.

N opinion_about_the_brand Male Female 4 Total I_buy_store_brands Male Female 4 Total Iook_for_store_brands_w Male hen_I_go_shopping Female 4 Total My_shopping_cart_conta Male ins_store_brands_for_sev Female eral_products 4 264 134 2 400 264 134 2 400 264 134 2 400 264 134 2
22

Mean 1.52 1.75 4.00 1.61 3.48 3.54 4.00 3.50 3.76 3.81 5.00 3.78 3.89 3.90 4.00

Std. Deviation Std. Error .785 .820 .000 .818 1.179 1.101 .000 1.150 .924 .954 .000 .935 1.070 .983 .000 .048 .071 .000 .041 .073 .095 .000 .058 .057 .082 .000 .047 .066 .085 .000

Total When_I_see_a_product_s Male omewhat_different_from Female _the_usual 4 Total I_am_often_among_the_f Male irst_people_to_try_a_new Female _product 4 Total I_like_to_try_new_and_d Male ifferent_things Female 4 Total If_I_use_the_same_brand Male s_over_and_over_again_I Female _get_tired_of_them 4 Total I_buy_different_brands_t Male o_get_some_variety Female 4 Total I_prefer_one_brand_of_ most_products_I_buy Male Female 4 Total I_am_willing_to_make_a Male n_effort_to_search_for_ Female my_favorite_brand 4 Total Usually_I_care_a_lot_ab Male out_which_particular_bra Female nd_I_buy 4

400 262 134 2 398 264 134 2 400 264 134 2 400 264 134 2 400 264 134 2 400 264 134 2 400 264 134 2 400 264 134 2
23

3.90 3.66 3.88 5.00 3.74 3.83 4.04 4.00 3.90 3.92 4.10 4.00 3.98 3.48 3.75 5.00 3.58 3.86 4.09 4.00 3.94 3.52 3.78 4.00 3.60 3.95 3.97 4.00 3.96 4.05 4.01 4.00

1.038 1.019 .958 .000 1.005 1.097 .925 .000 1.043 1.054 .903 .000 1.006 1.079 1.016 .000 1.066 1.037 .897 .000 .994 1.050 .915 .000 1.011 .993 .917 .000 .965 .917 1.117 .000

.052 .063 .083 .000 .050 .068 .080 .000 .052 .065 .078 .000 .050 .066 .088 .000 .053 .064 .077 .000 .050 .065 .079 .000 .051 .061 .079 .000 .048 .056 .097 .000

Total It_bothers_me_if_other_p Male eople_disapprove_of_my Female _choices 4 Total It_is_important_to_me_to Male _fit_in Female 4 Total My_behavior_often_depe Male nds_on_how_I_feel_othe Female rs_wish_me_to_behave 4 Total

400 264 134 2 400 264 134 2 400 264 134 2 400

4.04 3.73 3.75 4.00 3.74 4.11 3.94 5.00 4.06 4.12 4.07 4.00 4.10

.985 1.156 1.102 .000 1.134 .968 1.109 .000 1.019 1.032 1.031 .000 1.028

.049 .071 .095 .000 .057 .060 .096 .000 .051 .064 .089 .000 .051

Test of Homogeneity of Variances Levene Statistic opinion_about_the_bra nd I_buy_store_brands Iook_for_store_brands_ when_I_go_shopping My_shopping_cart_con tains_store_brands_for_ several_products When_I_see_a_product _somewhat_different_fr om_the_usual I_am_often_among_the _first_people_to_try_a_ new_product I_like_to_try_new_and _different_things 1.889 2.963 1.253 df1 2 2 2 df2 397 397 397 Sig. .153 .053 .287

1.929

397

.147

2.902

395

.056

4.621

397

.010

3.111

397

.046

24

If_I_use_the_same_bra nds_over_and_over_ag ain_I_get_tired_of_the m I_buy_different_brands _to_get_some_variety I_prefer_one_brand_of _most_products_I_buy I_am_willing_to_make _an_effort_to_search_f or_my_favorite_brand Usually_I_care_a_lot_a bout_which_particular_ brand_I_buy It_bothers_me_if_other _people_disapprove_of _my_choices It_is_important_to_me_ to_fit_in My_behavior_often_de pends_on_how_I_feel_ others_wish_me_to_be have

3.017

397

.050

3.320 5.756

2 2

397 397

.037 .003

1.853

397

.158

3.397

397

.034

1.788

397

.169

1.748

397

.175

1.418

397

.243

ANOVA Sum of Squares opinion_about_the_bran Between Groups d Within Groups Total I_buy_store_brands Between Groups Within Groups Total Iook_for_store_brands_ Between Groups 15.923 251.237 267.160 .823 527.177 528.000 3.200
25

df 2 397 399 2 397 399 2

Mean Square 7.962 .633

F 12.581

Sig. .000

.411 1.328 1.600

.310

.734

1.839

.160

when_I_go_shopping

Within Groups Total

345.440 348.640 .022 429.568 429.590 7.651 393.174 400.824 3.992 430.398 434.390 3.136 400.704 403.840 10.127 443.313 453.440 4.544 390.016 394.560 6.367 401.223 407.590 .025 371.335 371.360 .132 387.228 387.360 .147 512.813 512.960
26

397 399 2 397 399 2 395 397 2 397 399 2 397 399 2 397 399 2 397 399 2 397 399 2 397 399 2 397 399 2 397 399

.870 .011 1.082 3.825 .995 1.996 1.084 1.568 1.009 5.064 1.117 2.272 .982 3.184 1.011 .012 .935 .066 .975 .074 1.292 .057 .945 .068 .934 .013 .987 3.150 .044 2.313 .100 4.535 .011 1.554 .213 1.841 .160 3.843 .022 .010 .990

My_shopping_cart_cont Between Groups ains_store_brands_for_s Within Groups everal_products Total When_I_see_a_product Between Groups _somewhat_different_fr Within Groups om_the_usual Total I_am_often_among_the Between Groups _first_people_to_try_a_ Within Groups new_product Total I_like_to_try_new_and_ Between Groups different_things Within Groups Total If_I_use_the_same_bran Between Groups ds_over_and_over_agai Within Groups n_I_get_tired_of_them Total I_buy_different_brands Between Groups _to_get_some_variety Within Groups Total I_prefer_one_brand_of_ Between Groups most_products_I_buy Within Groups Total I_am_willing_to_make_ Between Groups an_effort_to_search_for Within Groups _my_favorite_brand Total Usually_I_care_a_lot_a Between Groups bout_which_particular_ Within Groups brand_I_buy Total It_bothers_me_if_other Between Groups _people_disapprove_of_ Within Groups my_choices Total

It_is_important_to_me_ Between Groups to_fit_in Within Groups Total My_behavior_often_dep Between Groups ends_on_how_I_feel_ot Within Groups hers_wish_me_to_beha Total ve

4.447 410.113 414.560 .215 421.375 421.590

2 397 399 2 397 399

2.223 1.033 .108 1.061

2.152

.118

.101

.904

Significance value is less than 0.05. So, null hypothesis is rejected and alternative hypothesis is accepted so, we can say that in this hypothesis test variable no:-1, 5, 8, 10, have less than 0.05 so here H0 is accepted and H1 is rejected.

For other variable are greater than 0.05 so H1 is accepted and H0 is rejected.

H0 3: There is no significant difference between Education and consumer`s variety seeking behaviour and Brand trust.

H1 3: There is significant difference between Education and consumer`s variety seeking behaviour and Brand trust.

N opinion_about_the_brand High School Undergraduate Graduate Post Graduate Doctorate Others Total I_buy_store_brands High School Undergraduate 58 62 124 100 22 34 400 58 62
27

Mean 2.07 1.42 1.45 1.52 1.73 1.94 1.61 2.97 3.74

Std. Deviation Std. Error 1.212 .497 .616 .835 .883 .649 .818 1.438 .808 .159 .063 .055 .083 .188 .111 .041 .189 .103

Graduate Post Graduate Doctorate Others Total Iook_for_store_brands_w High School hen_I_go_shopping Undergraduate Graduate Post Graduate Doctorate Others Total My_shopping_cart_contai High School ns_store_brands_for_seve Undergraduate ral_products Graduate Post Graduate Doctorate Others Total When_I_see_a_product_s High School omewhat_different_from Undergraduate _the_usual Graduate Post Graduate Doctorate Others Total I_am_often_among_the_f High School irst_people_to_try_a_new Undergraduate _product Graduate Post Graduate Doctorate Others

124 100 22 34 400 58 62 124 100 22 34 400 58 62 124 100 22 34 400 58 62 124 98 22 34 398 58 62 124 100 22 34
28

3.53 3.64 3.91 3.18 3.50 3.34 4.00 3.79 3.94 3.91 3.53 3.78 3.52 4.13 3.92 3.98 4.18 3.59 3.90 3.45 3.94 3.77 3.98 3.45 3.24 3.74 3.72 4.13 3.98 3.92 3.82 3.53

1.016 1.097 1.342 1.314 1.150 1.384 .627 .724 .839 .921 1.161 .935 1.173 .914 1.041 .864 .733 1.395 1.038 1.172 .674 .835 .984 1.101 1.415 1.005 1.022 .839 1.089 1.061 .958 1.161

.091 .110 .286 .225 .058 .182 .080 .065 .084 .196 .199 .047 .154 .116 .093 .086 .156 .239 .052 .154 .086 .075 .099 .235 .243 .050 .134 .107 .098 .106 .204 .199

Total I_like_to_try_new_and_d High School ifferent_things Undergraduate Graduate Post Graduate Doctorate Others Total If_I_use_the_same_brand High School s_over_and_over_again_I Undergraduate _get_tired_of_them Graduate Post Graduate Doctorate Others Total I_buy_different_brands_t High School o_get_some_variety Undergraduate Graduate Post Graduate Doctorate Others Total I_prefer_one_brand_of_ High School most_products_I_buy Undergraduate Graduate Post Graduate Doctorate Others Total I_am_willing_to_make_a High School n_effort_to_search_for_m Undergraduate y_favorite_brand Graduate

400 58 62 124 100 22 34 400 58 62 124 100 22 34 400 58 62 124 100 22 34 400 58 62 124 100 22 34 400 58 62 124
29

3.90 3.97 3.87 3.94 4.12 4.36 3.71 3.98 3.45 3.87 3.63 3.52 3.45 3.35 3.58 3.93 4.19 3.85 4.02 3.73 3.71 3.94 3.24 3.87 3.66 3.78 3.00 3.41 3.60 3.86 3.97 4.08

1.043 1.075 .949 1.080 .868 .790 1.142 1.006 1.111 .949 .958 1.105 1.101 1.346 1.066 .915 1.006 1.002 .864 1.241 1.194 .994 1.204 .949 .936 .760 1.155 1.258 1.011 1.235 .789 .852

.052 .141 .121 .097 .087 .168 .196 .050 .146 .121 .086 .111 .235 .231 .053 .120 .128 .090 .086 .265 .205 .050 .158 .121 .084 .076 .246 .216 .051 .162 .100 .076

Post Graduate Doctorate Others Total Usually_I_care_a_lot_ab High School out_which_particular_bra Undergraduate nd_I_buy Graduate Post Graduate Doctorate Others Total It_bothers_me_if_other_p High School eople_disapprove_of_my Undergraduate _choices Graduate Post Graduate Doctorate Others Total It_is_important_to_me_to High School _fit_in Undergraduate Graduate Post Graduate Doctorate Others Total My_behavior_often_depe High School nds_on_how_I_feel_other Undergraduate s_wish_me_to_behave Graduate Post Graduate Doctorate Others Total

100 22 34 400 58 62 124 100 22 34 400 58 62 124 100 22 34 400 58 62 124 100 22 34 400 58 62 124 100 22 34 400
30

4.06 3.64 3.59 3.96 4.10 4.13 4.02 3.82 4.64 4.12 4.04 3.38 4.10 4.02 3.80 3.18 2.88 3.74 3.62 4.39 4.24 4.16 3.73 3.47 4.06 3.90 4.32 4.23 4.20 3.73 3.59 4.10

.952 .902 1.104 .965 .892 .757 1.028 1.077 .658 1.094 .985 1.282 .694 1.012 1.064 1.140 1.431 1.134 1.282 .662 .800 .838 1.241 1.522 1.019 1.252 .696 .944 .829 1.316 1.438 1.028

.095 .192 .189 .048 .117 .096 .092 .108 .140 .188 .049 .168 .088 .091 .106 .243 .245 .057 .168 .084 .072 .084 .265 .261 .051 .164 .088 .085 .083 .281 .247 .051

Test of Homogeneity of Variances Levene Statistic opinion_about_the_bra nd I_buy_store_brands Iook_for_store_brands_ when_I_go_shopping My_shopping_cart_con tains_store_brands_for_ several_products When_I_see_a_product _somewhat_different_fr om_the_usual I_am_often_among_the _first_people_to_try_a_ new_product I_like_to_try_new_and _different_things If_I_use_the_same_bra nds_over_and_over_ag ain_I_get_tired_of_the m I_buy_different_brands _to_get_some_variety I_prefer_one_brand_of _most_products_I_buy I_am_willing_to_make _an_effort_to_search_f or_my_favorite_brand Usually_I_care_a_lot_a bout_which_particular_ brand_I_buy 16.204 8.112 15.939 df1 5 5 5 df2 394 394 394 Sig. .000 .000 .000

6.110

394

.000

11.988

392

.000

1.547

394

.174

1.633

394

.150

4.206

394

.001

2.631 6.388

5 5

394 394

.023 .000

8.470

394

.000

1.696

394

.134

31

It_bothers_me_if_other _people_disapprove_of _my_choices It_is_important_to_me_ to_fit_in My_behavior_often_de pends_on_how_I_feel_ others_wish_me_to_be have

9.233

394

.000

16.417

394

.000

9.046

394

.000

ANOVA Sum of Squares opinion_about_the_bran Between Groups d Within Groups Total I_buy_store_brands Between Groups Within Groups Total Iook_for_store_brands_ Between Groups when_I_go_shopping Within Groups Total My_shopping_cart_cont Between Groups ains_store_brands_for_s Within Groups everal_products Total When_I_see_a_product Between Groups _somewhat_different_fr Within Groups om_the_usual Total I_am_often_among_the Between Groups _first_people_to_try_a_ Within Groups new_product Total I_like_to_try_new_and_ Between Groups 22.423 244.737 267.160 29.528 498.472 528.000 19.059 329.581 348.640 17.478 412.112 429.590 23.529 377.296 400.824 10.765 423.625 434.390 8.748
32

df 5 394 399 5 394 399 5 394 399 5 394 399 5 392 397 5 394 399 5

Mean Square 4.485 .621

F 7.220

Sig. .000

5.906 1.265 3.812 .836 3.496 1.046 4.706 .962 2.153 1.075 1.750

4.668

.000

4.557

.000

3.342

.006

4.889

.000

2.002

.077

1.745

.123

different_things

Within Groups Total

395.092 403.840 9.013 444.427 453.440 8.389 386.171 394.560 24.832 382.758 407.590 10.368 360.992 371.360 13.665 373.695 387.360 57.116 455.844 512.960 37.179 377.381 414.560 20.386 401.204 421.590

394 399 5 394 399 5 394 399 5 394 399 5 394 399 5 394 399 5 394 399 5 394 399 5 394 399

1.003 1.803 1.128 1.678 .980 4.966 .971 2.074 .916 2.733 .948 11.423 1.157 7.436 .958 4.077 1.018 4.004 .001 7.763 .000 9.873 .000 2.881 .014 2.263 .048 5.112 .000 1.712 .131 1.598 .160

If_I_use_the_same_bran Between Groups ds_over_and_over_agai Within Groups n_I_get_tired_of_them Total I_buy_different_brands Between Groups _to_get_some_variety Within Groups Total I_prefer_one_brand_of_ Between Groups most_products_I_buy Within Groups Total I_am_willing_to_make_ Between Groups an_effort_to_search_for Within Groups _my_favorite_brand Total Usually_I_care_a_lot_a Between Groups bout_which_particular_ Within Groups brand_I_buy Total It_bothers_me_if_other Between Groups _people_disapprove_of_ Within Groups my_choices Total It_is_important_to_me_ Between Groups to_fit_in Within Groups Total My_behavior_often_dep Between Groups ends_on_how_I_feel_ot Within Groups hers_wish_me_to_beha Total ve

Significance value is less than 0.05. So, null hypothesis is rejected and alternative hypothesis is accepted so, we can say that in this hypothesis test variable no:-1, 2, 3, 4, 5,6,7,11,12,13,14,15 have less than 0.05 so here H0 is accepted and H1 is rejected.

For other variable are greater than 0.05 so H1 is accepted and H0 is rejected.

33

H0 4: There is no significant difference between Occupation and consumer`s variety seeking behaviour and Brand trust.

H1 4: There is significant difference between Occupation and consumer`s variety seeking behaviour and Brand trust.

N opinion_about_the_brand Student Employed Businessman Professiona Retired Others Total I_buy_store_brands Student 172 44 72 46 18 48 400 172

Mean 1.55 1.32 1.44 1.70 1.67 2.25 1.61 3.59

Std. Deviation Std. Error .712 .561 .803 .916 .686 1.021 .818 1.075 .054 .085 .095 .135 .162 .147 .041 .082

34

Employed Businessman Professiona Retired Others Total Iook_for_store_brands_w hen_I_go_shopping Student Employed Businessman Professiona Retired Others Total My_shopping_cart_contai ns_store_brands_for_seve ral_products Student Employed Businessman Professiona Retired Others Total When_I_see_a_product_s omewhat_different_from _the_usual Student Employed Businessman Professiona Retired Others Total I_am_often_among_the_f irst_people_to_try_a_new _product Student Employed Businessman Professiona

44 72 46 18 48 400 172 44 72 46 18 48 400 172 44 72 46 18 48 400 172 44 72 46 18 46 398 172 44 72 46

35

3.73 3.53 3.39 3.89 2.88 3.50 3.88 4.00 3.83 3.65 3.67 3.29 3.78 3.79 4.18 4.03 4.13 4.11 3.50 3.90 3.90 3.73 3.86 3.57 3.44 3.26 3.74 3.85 4.14 4.00 4.09

.973 1.150 1.105 .900 1.468 1.150 .830 .610 .769 1.016 1.188 1.352 .935 1.083 .896 .872 .957 1.023 1.167 1.038 .968 .973 .861 .886 1.097 1.273 1.005 1.140 .765 1.113 .939

.147 .136 .163 .212 .212 .058 .063 .092 .091 .150 .280 .195 .047 .083 .135 .103 .141 .241 .168 .052 .074 .147 .101 .131 .258 .188 .050 .087 .115 .131 .138

Retired Others Total I_like_to_try_new_and_d ifferent_things Student Employed Businessman Professiona Retired Others Total If_I_use_the_same_brand s_over_and_over_again_I _get_tired_of_them Student Employed Businessman Professiona Retired Others Total I_buy_different_brands_t o_get_some_variety Student Employed Businessman Professiona Retired Others Total I_prefer_one_brand_of_ most_products_I_buy Student Employed Businessman Professiona Retired Others Total I_am_willing_to_make_a Student

18 48 400 172 44 72 46 18 48 400 172 44 72 46 18 48 400 172 44 72 46 18 48 400 172 44 72 46 18 48 400 172
36

4.00 3.54 3.90 4.01 3.91 3.94 4.17 4.11 3.75 3.98 3.60 3.77 3.78 3.39 3.67 3.17 3.58 3.99 4.23 4.08 3.74 3.89 3.50 3.94 3.71 3.91 3.75 3.48 2.56 3.25 3.60 4.09

.686 .922 1.043 .949 .910 .886 .973 1.323 1.313 1.006 1.052 .961 .892 1.220 .970 1.226 1.066 1.020 .677 .835 1.124 .900 1.130 .994 .978 .741 .931 1.070 .856 1.139 1.011 .999

.162 .133 .052 .072 .137 .104 .143 .312 .189 .050 .080 .145 .105 .180 .229 .177 .053 .078 .102 .098 .166 .212 .163 .050 .075 .112 .110 .158 .202 .164 .051 .076

n_effort_to_search_for_m Employed y_favorite_brand Businessman Professiona Retired Others Total Usually_I_care_a_lot_ab out_which_particular_bra nd_I_buy Student Employed Businessman Professiona Retired Others Total It_bothers_me_if_other_p eople_disapprove_of_my _choices Student Employed Businessman Professiona Retired Others Total It_is_important_to_me_to _fit_in Student Employed Businessman Professiona Retired Others Total My_behavior_often_depe nds_on_how_I_feel_other s_wish_me_to_behave Student Employed Businessman Professiona Retired

44 72 46 18 48 400 172 44 72 46 18 48 400 172 44 72 46 18 48 400 172 44 72 46 18 48 400 172 44 72 46 18

37

3.91 3.97 3.91 3.56 3.71 3.96 4.01 3.91 3.94 4.35 3.89 4.17 4.04 3.94 3.95 3.75 3.48 3.22 3.25 3.74 4.26 4.14 4.06 4.09 3.11 3.62 4.06 4.21 4.41 4.17 4.43 3.44

.858 .839 1.029 .984 .988 .965 .937 1.217 1.112 .822 .900 .859 .985 1.019 .987 1.196 .937 1.263 1.437 1.134 .826 .930 1.060 .890 1.023 1.424 1.019 .969 .658 .993 .583 1.294

.129 .099 .152 .232 .143 .048 .071 .183 .131 .121 .212 .124 .049 .078 .149 .141 .138 .298 .207 .057 .063 .140 .125 .131 .241 .205 .051 .074 .099 .117 .086 .305

Others Total

48 400

3.29 4.10

1.288 1.028

.186 .051

Test of Homogeneity of Variances Levene Statistic opinion_about_the_bra nd I_buy_store_brands Iook_for_store_brands_ when_I_go_shopping My_shopping_cart_con tains_store_brands_for_ several_products When_I_see_a_product _somewhat_different_fr om_the_usual I_am_often_among_the _first_people_to_try_a_ new_product I_like_to_try_new_and _different_things 3.869 3.803 11.225 df1 5 5 5 df2 394 394 394 Sig. .002 .002 .000

2.912

394

.014

4.758

392

.000

3.340

394

.006

5.589

394

.000

38

If_I_use_the_same_bra nds_over_and_over_ag ain_I_get_tired_of_the m I_buy_different_brands _to_get_some_variety I_prefer_one_brand_of _most_products_I_buy I_am_willing_to_make _an_effort_to_search_f or_my_favorite_brand Usually_I_care_a_lot_a bout_which_particular_ brand_I_buy It_bothers_me_if_other _people_disapprove_of _my_choices It_is_important_to_me_ to_fit_in My_behavior_often_de pends_on_how_I_feel_ others_wish_me_to_be have

2.655

394

.022

2.549 3.203

5 5

394 394

.028 .008

2.689

394

.021

1.641

394

.148

6.840

394

.000

7.441

394

.000

6.503

394

.000

ANOVA Sum of Squares opinion_about_the_bran Between Groups d Within Groups Total I_buy_store_brands Between Groups Within Groups Total Iook_for_store_brands_ Between Groups when_I_go_shopping Within Groups 26.470 240.690 267.160 25.832 502.168 528.000 16.614 332.026
39

df 5 394 399 5 394 399 5 394

Mean Square 5.294 .611

F 8.666

Sig. .000

5.166 1.275 3.323 .843

4.054

.001

3.943

.002

Total My_shopping_cart_cont Between Groups ains_store_brands_for_s Within Groups everal_products Total When_I_see_a_product Between Groups _somewhat_different_fr Within Groups om_the_usual Total I_am_often_among_the Between Groups _first_people_to_try_a_ Within Groups new_product Total I_like_to_try_new_and_ Between Groups different_things Within Groups Total If_I_use_the_same_bran Between Groups ds_over_and_over_agai Within Groups n_I_get_tired_of_them Total I_buy_different_brands Between Groups _to_get_some_variety Within Groups Total I_prefer_one_brand_of_ Between Groups most_products_I_buy Within Groups Total I_am_willing_to_make_ Between Groups an_effort_to_search_for Within Groups _my_favorite_brand Total Usually_I_care_a_lot_a Between Groups bout_which_particular_ Within Groups brand_I_buy Total It_bothers_me_if_other Between Groups _people_disapprove_of_ Within Groups my_choices Total It_is_important_to_me_ Between Groups

348.640 17.640 411.950 429.590 18.751 382.073 400.824 11.570 422.820 434.390 5.063 398.777 403.840 14.529 438.911 453.440 16.709 377.851 394.560 34.066 373.524 407.590 9.254 362.106 371.360 7.090 380.270 387.360 28.543 484.417 512.960 32.176
40

399 5 394 399 5 392 397 5 394 399 5 394 399 5 394 399 5 394 399 5 394 399 5 394 399 5 394 399 5 394 399 5 6.435 6.631 .000 5.709 1.229 4.643 .000 1.418 .965 1.469 .199 1.851 .919 2.014 .076 6.813 .948 7.187 .000 3.342 .959 3.485 .004 2.906 1.114 2.608 .025 1.013 1.012 1.000 .417 2.314 1.073 2.156 .058 3.750 .975 3.848 .002 3.528 1.046 3.374 .005

to_fit_in

Within Groups Total

382.384 414.560 50.823 370.767 421.590

394 399 5 394 399

.971 10.165 .941 10.802 .000

My_behavior_often_dep Between Groups ends_on_how_I_feel_ot Within Groups hers_wish_me_to_beha Total ve

Significance value is less than 0.05. So, null hypothesis is rejected and alternative hypothesis is accepted so, we can say that in this hypothesis test variable no:-1, 2, 3,4,5,6,8,9,10,11,13,14,15 have less than 0.05 so here H0 is accepted and H1 is rejected.

For other variable are greater than 0.05 so H1 is accepted and H0 is rejected.

H0 5: There is no significant difference between Family Income and consumer`s variety seeking behaviour and Brand trust.

H1 5: There is significant difference between Family Income and consumer`s variety seeking behaviour and Brand trust.

N opinion_about_the_brand < 1 lakhs 1 lakhs to 3 lakhs 3 lakhs to 5 lakhs 5 lakhs to 8 lakhs

41

Mean 2.10 1.68 1.49 1.38

Std. Deviation Std. Error 1.093 .825 .637 .703 .119 .105 .051 .102

84 62 156 48

>10 lakhs Total I_buy_store_brands < 1 lakhs 1 lakhs to 3 lakhs 3 lakhs to 5 lakhs 5 lakhs to 8 lakhs >10 lakhs Total Iook_for_store_brands_w < 1 lakhs hen_I_go_shopping 1 lakhs to 3 lakhs 3 lakhs to 5 lakhs 5 lakhs to 8 lakhs >10 lakhs Total My_shopping_cart_contai < 1 lakhs ns_store_brands_for_seve 1 lakhs to 3 lakhs ral_products 3 lakhs to 5 lakhs 5 lakhs to 8 lakhs >10 lakhs Total When_I_see_a_product_s < 1 lakhs omewhat_different_from_ 1 lakhs to 3 lakhs the_usual 3 lakhs to 5 lakhs 5 lakhs to 8 lakhs >10 lakhs Total I_am_often_among_the_f < 1 lakhs irst_people_to_try_a_new 1 lakhs to 3 lakhs _product 3 lakhs to 5 lakhs 5 lakhs to 8 lakhs >10 lakhs Total
42

50 400 84 62 156 48 50 400 84 62 156 48 50 400 84 62 156 48 50 400 84 62 154 48 50 398 84 62 156 48 50 400

1.32 1.61 3.19 3.23 3.51 3.88 3.96 3.50 3.43 3.81 3.92 3.75 3.92 3.78 3.57 3.74 4.21 3.67 3.88 3.90 3.60 3.71 3.79 3.79 3.80 3.74 3.64 3.81 4.10 3.75 4.00 3.90

.471 .818 1.103 1.193 1.086 1.214 1.087 1.150 1.079 .743 .831 1.062 .944 .935 1.056 1.115 .885 1.078 1.081 1.038 1.183 .930 .988 .874 .948 1.005 1.116 .865 1.085 1.021 .904 1.043

.067 .041 .120 .152 .087 .175 .154 .058 .118 .094 .067 .153 .134 .047 .115 .142 .071 .156 .153 .052 .129 .118 .080 .126 .134 .050 .122 .110 .087 .147 .128 .052

I_like_to_try_new_and_d < 1 lakhs ifferent_things 1 lakhs to 3 lakhs 3 lakhs to 5 lakhs 5 lakhs to 8 lakhs >10 lakhs Total If_I_use_the_same_brand < 1 lakhs s_over_and_over_again_I 1 lakhs to 3 lakhs _get_tired_of_them 3 lakhs to 5 lakhs 5 lakhs to 8 lakhs >10 lakhs Total I_buy_different_brands_t < 1 lakhs o_get_some_variety 1 lakhs to 3 lakhs 3 lakhs to 5 lakhs 5 lakhs to 8 lakhs >10 lakhs Total I_prefer_one_brand_of_m < 1 lakhs ost_products_I_buy 1 lakhs to 3 lakhs 3 lakhs to 5 lakhs 5 lakhs to 8 lakhs >10 lakhs Total I_am_willing_to_make_a < 1 lakhs n_effort_to_search_for_m 1 lakhs to 3 lakhs y_favorite_brand 3 lakhs to 5 lakhs 5 lakhs to 8 lakhs >10 lakhs Total Usually_I_care_a_lot_abo < 1 lakhs ut_which_particular_bran 1 lakhs to 3 lakhs
43

84 62 156 48 50 400 84 62 156 48 50 400 84 62 156 48 50 400 84 62 156 48 50 400 84 62 156 48 50 400 84 62

3.83 4.00 3.96 4.08 4.16 3.98 3.55 3.42 3.67 3.50 3.64 3.58 3.90 3.90 3.96 3.96 3.96 3.94 3.50 3.45 3.64 3.75 3.72 3.60 4.05 3.61 4.01 4.17 3.88 3.96 4.07 4.03

.955 1.086 1.034 .964 .934 1.006 1.080 1.195 .973 1.203 1.025 1.066 .816 .936 1.009 1.110 1.195 .994 1.036 1.111 .908 1.139 1.011 1.011 .930 1.136 .957 .859 .824 .965 .967 .868

.104 .138 .083 .139 .132 .050 .118 .152 .078 .174 .145 .053 .089 .119 .081 .160 .169 .050 .113 .141 .073 .164 .143 .051 .101 .144 .077 .124 .117 .048 .105 .110

d_I_buy

3 lakhs to 5 lakhs 5 lakhs to 8 lakhs >10 lakhs Total

156 48 50 400 84 62 156 48 50 400 84 62 156 48 50 400 84 62 156 48 50 400

3.96 4.17 4.12 4.04 3.52 3.74 3.94 3.62 3.60 3.74 3.98 3.97 4.17 4.08 3.96 4.06 4.21 3.90 4.18 4.25 3.80 4.10

.983 1.078 1.081 .985 1.227 1.330 .941 1.123 1.212 1.134 1.064 .940 .915 1.007 1.324 1.019 .837 1.289 .905 .838 1.370 1.028

.079 .156 .153 .049 .134 .169 .075 .162 .171 .057 .116 .119 .073 .145 .187 .051 .091 .164 .072 .121 .194 .051

It_bothers_me_if_other_p < 1 lakhs eople_disapprove_of_my 1 lakhs to 3 lakhs _choices 3 lakhs to 5 lakhs 5 lakhs to 8 lakhs >10 lakhs Total It_is_important_to_me_to < 1 lakhs _fit_in 1 lakhs to 3 lakhs 3 lakhs to 5 lakhs 5 lakhs to 8 lakhs >10 lakhs Total My_behavior_often_depe < 1 lakhs nds_on_how_I_feel_other 1 lakhs to 3 lakhs s_wish_me_to_behave 3 lakhs to 5 lakhs 5 lakhs to 8 lakhs >10 lakhs Total

Test of Homogeneity of Variances Levene Statistic opinion_about_the_bra nd I_buy_store_brands 12.293 1.167 df1 4 4 df2 395 395 Sig. .000 .325

44

Iook_for_store_brands_ when_I_go_shopping My_shopping_cart_con tains_store_brands_for_ several_products When_I_see_a_product _somewhat_different_fr om_the_usual I_am_often_among_the _first_people_to_try_a_ new_product I_like_to_try_new_and _different_things If_I_use_the_same_bra nds_over_and_over_ag ain_I_get_tired_of_the m I_buy_different_brands _to_get_some_variety I_prefer_one_brand_of _most_products_I_buy I_am_willing_to_make _an_effort_to_search_f or_my_favorite_brand Usually_I_care_a_lot_a bout_which_particular_ brand_I_buy It_bothers_me_if_other _people_disapprove_of _my_choices It_is_important_to_me_ to_fit_in My_behavior_often_de pends_on_how_I_feel_ others_wish_me_to_be have

4.291

395

.002

2.421

395

.048

3.342

393

.010

2.182

395

.070

.220

395

.927

2.733

395

.029

2.666 1.897

4 4

395 395

.032 .110

2.931

395

.021

1.161

395

.327

7.680

395

.000

2.308

395

.057

6.385

395

.000

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ANOVA Sum of Squares opinion_about_the_bran Between Groups d Within Groups Total I_buy_store_brands Between Groups Within Groups Total Iook_for_store_brands_ Between Groups when_I_go_shopping Within Groups Total My_shopping_cart_cont Between Groups ains_store_brands_for_s Within Groups everal_products Total When_I_see_a_product Between Groups _somewhat_different_fr Within Groups om_the_usual Total I_am_often_among_the Between Groups _first_people_to_try_a_ Within Groups new_product Total I_like_to_try_new_and_ Between Groups different_things Within Groups Total If_I_use_the_same_bran Between Groups ds_over_and_over_agai Within Groups n_I_get_tired_of_them Total I_buy_different_brands Between Groups _to_get_some_variety Within Groups Total I_prefer_one_brand_of_ Between Groups 29.269 237.891 267.160 30.065 497.935 528.000 14.634 334.006 348.640 27.765 401.825 429.590 2.545 398.280 400.824 14.068 420.322 434.390 4.017 399.823 403.840 3.347 450.093 453.440 .297 394.263 394.560 4.258
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df 4 395 399 4 395 399 4 395 399 4 395 399 4 393 397 4 395 399 4 395 399 4 395 399 4 395 399 4

Mean Square 7.317 .602

F 12.150

Sig. .000

7.516 1.261 3.659 .846 6.941 1.017 .636 1.013 3.517 1.064 1.004 1.012 .837 1.139 .074 .998 1.064

5.962

.000

4.327

.002

6.823

.000

.628

.643

3.305

.011

.992

.412

.734

.569

.074

.990

1.042

.385

most_products_I_buy

Within Groups Total

403.332 407.590 10.920 360.440 371.360 2.137 385.223 387.360 11.528 501.432 512.960 3.419 411.141 414.560 10.053 411.537 421.590

395 399 4 395 399 4 395 399 4 395 399 4 395 399 4 395 399

1.021 2.730 .913 .534 .975 2.882 1.269 .855 1.041 2.513 1.042 2.412 .049 .821 .512 2.270 .061 .548 .701 2.992 .019

I_am_willing_to_make_ Between Groups an_effort_to_search_for Within Groups _my_favorite_brand Total Usually_I_care_a_lot_a Between Groups bout_which_particular_ Within Groups brand_I_buy Total It_bothers_me_if_other Between Groups _people_disapprove_of_ Within Groups my_choices Total It_is_important_to_me_ Between Groups to_fit_in Within Groups Total My_behavior_often_dep Between Groups ends_on_how_I_feel_ot Within Groups hers_wish_me_to_beha Total ve

Significance value is less than 0.05. So, null hypothesis is rejected and alternative hypothesis is accepted so, we can say that in this hypothesis test variable no: - 1, 2, 3, 4, 6,11,13,15 have less than 0.05 so here H0 is accepted and H1 is rejected.

For other variable are greater than 0.05 so H1 is accepted and H0 is rejected.

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H0 6: There is no correlation between Purchase a Brand and consumer`s variety seeking behaviour and Brand trust.

H1 6: There is regression between Purchase a Brand and consumer`s variety seeking behaviour and Brand trust. Model Summary

Model 1

R .078a

R Square .006

Adjusted R Square .004

Std. Error of the Estimate .071

a. Predictors: (Constant), avg_variable

ANOVAb Model 1 Regression Residual Total Sum of Squares .012 1.978 1.990 df 1 395 396 Mean Square .012 .005 F 2.408 Sig. .121a

a. Predictors: (Constant), avg_variable b. Dependent Variable: purchase_a_brand

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Coefficients Unstandardized Coefficients Model 1 (Constant) avg_variable B .969 .001 Std. Error .023 .000 .078 Standardized Coefficients Beta t 41.517 1.552 Sig. .000 .121

a. Dependent Variable: purchase_a_brand Here significant value is greater than 0.05. There is correlation between Purchase a Brand and consumer`s variety seeking behaviour and Brand trust.

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6. Scope of the study

Scope of the study is to measure the Consumer variety seeking behavior and brand trust.

7. Significant of the study

Gathering information about the brand trust and variety seeking behaviour. Introduce to basic concept of brand trust, customer satisfaction, brand trust, variety seeking behaviour etc. Understanding the relationship of brand trust and variety seeking behaviour Brand switching behaviour concept. How brand trust affecting the consumer repurchase behaviour.

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8. Research Methodology 8.1 Sampling method:In our research study, we have used Interrogation methods of data collection are applicable.

8.2 Research method:Sampling Techniques: The method used was stratified random sampling is suitable method for research work so we have used stratified random sampling method. For this study, e-mail / internet self-completion survey was utilised. Pre-selected respondents were emailed an electronic invitation to complete the survey with the link to the web-based questionnaire inserted in the email.

8.3 Research design:Research design is a framework or blue print for conducting research procedure which is necessary for obtaining information to analyze the problem. We have focused on Descriptive Research design

8.4 Sampling Size:Sample size (n) = 400 *respondents.

8.5 Area of Research:North Gujarat part.

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8.6 Sampling unit:Sampling units are those people who using brand and behaviour variety seeking.

8.7

Approach
We have used survey approach for collection of primary data.

8.8

Measured used and Reliability of Scale

In this research we have used the structured questionnaire which are file by the

respondent and gathered information relevant to this research study.

8.9 Data collected

The collecting data in this research report are use e-mail / internet self-completion survey was utilised. Pre-selected respondents were emailed an electronic invitation to complete the survey with the link to the web-based questionnaire inserted in the e-mail.

Tools for Data Collection

There are tools in using the data collection:1. Questionnaire. 2. Interview. 3. E-mail.

Sources of data Collection

Primary data:The study undertaken there to be mainly based on the primary data collecting the questionnaire and interview.

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Secondary data:The research work also collecting secondary data use the from Internet, websites, magazine, research papers etc.

8.10 Method of Data Analysis

The collected data is analyzed by the T test, freq. analysis, mean, standard deviation through creating Hypothesis. Software used:The collected information is coded in the SPSS 16.0 software to analyze & interpret the data to make them effective. The result helps us in making decision and hence results are being obtained.

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9. Limitations of the study

The results of this study are largely in accord with the theoretical expectations. It is however further necessary to expand the study to cover additional variables, such as brand image, that may play a major role in explaining loyalty. One of the limitations imposed on the results is the fact that such results may only be applicable to the brand users. Barriers of exit / entry should be studied in order to fully account for the unexplained switching / re-purchase behaviour. Another limitation affecting this study is common to all studies, utilising structural equation modelling in cross-sectional designs (Ball et al., 2006). Such modelling treats all effects as linear, but it may not necessarily be the case. Cross-sectional research cannot fully capture the dynamic, interactive, and non-linear nature of so many relationship variables.

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10. Conclusion
This study reviewed a well-known and tested customer satisfaction brand loyalty model as applied by the American and European customer satisfaction indices. The model was adjusted with an addition of variety seeking as an intrinsic tendency / trait of consumers. Brand trust was also added to the model in an effort to predict loyalty behavior.

It was found that the theoretical models hold and that customer satisfaction, perceived value, brand trust are all strongly tied in with the concept of attitudinal loyalty. Furthermore, it was found that treating attitudinal and behavioral loyalty components separately, relationships become stronger and the model display an overall better fit. The behavioral loyalty predictor seems to be affected by attitudinal loyalty, which is in line with the expectations. Furthermore, variety seeking was found to be an important determinant of both behavioral loyalty and intention to switch next time a similar purchase is made.

Even though this study is subject to some limitations with regard to interpretations, the model provides insight into loyalty dynamics in market India.

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11. Bibliography
Web links: . . 1. Previous Research Paper. 2. www.google.com. 3. www.scribd.com. 4. www.answers.yahoo.com. 5. www.wark-learn.com. Books:

1. Research Methodology by Naresh K. Malhotra and Satyabhusan das. 2. Marketing management by Phillip cotler.

Software Use: 1. SPSS.v16-EQUiNOX

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QUESTIONNAIRE
Dear Sir/Madam, Thanking you for agreeing to participate in this survey. This study is meant to understand Variety seeking behavior and brand trust This information provided by you will be used only for academic purpose and kept strictly confidential. Demographic details:
1) Age <20 Years 35-50 Years 2) Gender: 3) [ ] [ ] [ ] 20-35 Years >50 Years Female [ ] [ ]

[ ]

Male

What is your Education? High School Graduate Doctorate [ ] [ ] [ ] Undergraduate Post Graduate Others [ ] [ ] [ ]

4)

What is your Occupation? Student Businessman Retired [ [ [ ] ] ] Employed Professional Others [ [ [ ] ] ]

5)

What is your Annual Family Income? < 1 lakhs 3 lakhs to 5 lakhs >10 lakhs [ ] [ ] [ ] 1 lakhs to 3 lakhs 5 lakhs to 8 lakhs [ [ ] ]

6) Have you purchase a brand? Yes [ ] No [ ]

7) What is opinion about the brand ? Very good [ ] Good [ ] Bad [ ] Very Bad [ ]

57

You should rank each statement as follows:1 Strongly disagree. 2 Disagree. 3 Neither agree or disagree. 4 Agree. 5 Strongly agree.

Consumers Variety seeking behavior and brand trust:Q1.Store Brand Usage Scale Statement I buy store brands. I look for store brands when I go shopping. My shopping cart contains store brands for several products. Q 2.Innovativeness When I see a product somewhat different from the usual, I check it out. I am often among the first people to try a new product I like to try new and different things. Q 3.Variety Seeking If I use the same brands over and over again, I get tired of them. I buy different brands to get some variety. 1 2 3 4 5

Q 4. Brand Trust I prefer one brand of most products I buy. I am willing to make an effort to search for my favorite brand. Usually, I care a lot about which particular brand I buy.

Q 5.Motivation to Conform It bothers me if other people disapprove of my choices. It is important to me to fit in. My behavior often depends on how I feel others wish me to behave.

58

59