A Model of Variety-Seeking Behavior Considering Choice Set

The purposes of this study are modeling variety-seeking behavior considering choice set and applying the model to the empirical data.We construct a model that accounts for the effects of variety-seeking on consumer brand choice process using the framework of nested logit model. On the model building, we focus relation between consumer variety-seeking behavior and a size of consumer choice set. From empirical study using scanner panel data, we confirm the significance of a variety seeking model considering choice set from view points of accuracy of estimation and understand ing consumer behavior.