FENOMENA VARIETY SEEKING : TANTANGAN MENARIK BAGI PEMASAR

Titin Ekowati (Universitas Muhammadiyah Purworejo)

SEGMEN Jurnal Manajemen dan Bisnis
No 2 (2008): J u r n a l M a n a j e m e n & B i s n i s

Consumers satisfaction isn’t the guarantee for them to loyal to the company. Especially for low involvement product, consumers tends to variety seeking activity in purchase processing. Because the products have low risk to the consumers. Or although consumers are not really nvolved, they go through a decision process in buying due to their in sufficient experiences or variety seeking behavior. Key word : variety seeking, consumers loyalty