2. Indomie is a brand that dominates the instant noodle market, at around 70% and Mie Sedap is the second largest market share holder at around 17% and the rest is divided into various other brands such as Supermie, Sarimi, Mie Gaga, Sakura etc. One of the challenges in the instant noodle business is the phenomenon of variety seeking buying behavior.

a. what factors contributed to this behavior?

b. In dealing with this, what strategy should PT Indofood Sukses have as a market leader to deal with this behavioral phenomenon? What strategies should PT Wings and other minor brands take to relate to this behavior.

c. Does this behavior have the potential to become a consumer doing brand switching behavior?