Cet article présente la recherche de variété en tant qu'objet pour la satisfaction des besoins des consommateurs.
Nous effectuons tout d'abord une revue de la littérature portant sur ce concept. Puis, nous présentons le problème de la mesure du niveau de recherche de variété caractérisant un consommateur ou un marché et décrivons plusieurs modèles qui ont été proposés dans la littérature. Enfin, nous intégrons la recherche de variété au sein du courant de recherche portant sur l'analyse de la structure des marchés. Mous présentons les apports liés à la prise en compte de la recherche de variété dans la modélisation de la concurrence entre les marques. Mous analysons d'un point de vue théorique l'effet de la présence de recherche de variété sur la nature de la relation entre deux marques dans l'esprit du consommateur (substituabilité ou complémentarité).
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