期刊名称：Jahrbuch der Österreichischen Gesellschaft für Agrarökonomie
印刷版ISSN：1815-1027
出版年度：2012
卷号：21
期号：1
出版社：Facultas
摘要：When consumers seek variety in their brand choice they show limited brand loyalty. This has an impact on the competitiveness of a brand. Organic products gain increasing importance in the food market. Thus, this study provides an insight into the significance of variety seeking behaviour (VSB) in the organic fruit yoghurt market. It is shown that VSB has an influence on the response to price promotions especially in the organic market. Accordingly, marketing strategies should include VSB
