Variety seeking, market partitioning and segmentation

Research output: Contribution to journalArticlepeer-review


This paper ties together hierarchical partitioning of product markets, segmentation and variety seeking. Individual variety seeking is shown to be a more meaningful partitioning criterion than simple aggregate brand switching. Variety seeking is attribute dependent and thus should not be directly related to the consumer's socio-economic and demographic characteristics. Alternatively, the consumer's way of partitioning the market is suggested as a useful criterion for segmentation.

Original languageEnglish
Pages (from-to)117-127
Number of pages11
JournalInternational Journal of Research in Marketing
Issue number2
StatePublished - 1985


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