In today's global market, companies must reach customers worldwide to succeed, particularly in emerging markets like China, India, and the Middle East, which increasingly contribute to profits. Understanding how to acquire and retain culturally diverse customers is crucial. Existing literature on Variety Seeking Behavior suggests that consumers in these markets are more brand loyal than those in Western, industrialized nations, exhibiting low brand-switching tendencies. However, practical experiences indicate that these consumers often engage in high Variety Seeking Behavior and frequently switch brands, challenging the notion of brand loyalty. This discrepancy between academic findings and real-world behavior necessitates further exploration. The book investigates the differing perceptions of brand switching and variety seeking among these key customers. It develops a theoretical framework to examine how cultural factors and regulatory focus influence Variety Seeking Behavior. By empirically validating this framework, the work aims to enhance academic understanding of brand switching habits in emerging markets and provide valuable insights for practitioners. Ultimately, it seeks to reconcile the mixed results observed between academic research and practical experiences.
