Abstract Varied Consumption

Relating Heavy Snacking to Variation in Consumption across Snack Brands and Categories

 Marina Girju, B.P.S. Murthi and Ram C. Rao

September 2013

ABSTRACT

 We use a rich diary panel data on snacks consumed, to address the following questions: (1) To what extent do heavy snackers exhibit greater variation in consumption? Is variation in consumption across product categories or brands or both? (2) Are consumers high in varied consumption at the category level also high in varied consumption at the brand level and vice versa? (3) What factors influence variation in consumption across categories and brands? The study accounts for direct varied behavior due to satiation and satiety, derived varied behavior due to consumption context and aspects of planned consumption. This is another departure from prior work that focused on only one aspect but not on all three. Results show that heavy snackers exhibit greater variation in consumption across brands, but not across categories. Further, there is a significant positive correlation between varied consumption across brands in a category and varied consumption across categories.

Keywords: Variety-seeking, Variation in consumption, Varied behavior, Brand, Category, Snack consumption.

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