Low consumer involvement and significant perceived differences among brands is indicative of which buying behavior?

Variety-seeking buying behavior occurs when consumers exhibit low involvement in a purchase decision while also perceiving significant differences between brands. This type of behavior typically arises in situations where consumers want to experiment with different products, often for reasons such as novelty or curiosity, rather than a strong need for a specific performance or quality outcome.

In this case, the low involvement suggests that the consumer does not feel a strong personal stake in the purchase, which allows them to make decisions with less deliberation or concern. Simultaneously, the perceived differences among brands motivate the consumer to switch brands, seeking new experiences. This behavior is common in categories where items have a low price point or are frequently purchased, such as snacks or beverages, where consumers are encouraged to try different options to explore varying flavors or features.

Therefore, the combination of low involvement and perceived brand differences is characteristic of variety-seeking buying behavior, leading consumers to switch between brands to satisfy their desire for variety rather than a specific need for better performance or quality.