DECA+ Business Management and Administration Practice Exam

What type of behavior does a consumer displaying variety-seeking buying demonstrate?

1. Rigid brand loyalty

2. Preference for variety and novelty

3. High price sensitivity

4. Stable purchasing patterns

The correct answer is: Preference for variety and novelty

A consumer demonstrating variety-seeking buying behavior exhibits a preference for variety and novelty. This behavior occurs when consumers are not driven by strong brand loyalty or specific product features but are instead motivated by the desire to try different products or experiences. Such consumers often switch brands or products frequently, seeking out new options to satisfy their curiosity or avoid monotony. This motivation is particularly evident in categories where the consumer is open to experimentation, such as food, fashion, or entertainment, allowing them to explore new flavors, styles, or experiences rather than sticking to a familiar choice. In contrast, other behaviors outlined in the choices, such as rigid brand loyalty, price sensitivity, or stable purchasing patterns, suggest a more fixed or traditional approach to consumerism, where decisions are made based on consistency, cost considerations, or habitual buying habits, which is not the case for those engaged in variety-seeking behavior.