Effects of product variation on consumer purchasing preferences Product differentiation is a concept first proposed by Edward Chamberlain in 1933. He put forward the idea that it was possible to distinguish mentally a product by another consumer and that, by doing so, businesses could make products more attractive to a target market. In the early 20th century, as companies became larger, advertising was increasingly used to communicate product differentiation to the masses. A new product can be a variation, that is, a product with a set of dimensions substantially similar to those of the organization's previous products, albeit with refinements and modifications. The model changes of American cars would be a typical example. Reorientations, on the other hand, involve more fundamental changes, while some product dimensions may be eliminated and entirely new ones added. Changes can be accommodated within the structure of an organization's existing political system, while reorientations tend to be associated with changes in the system. The directions of causality could go either way; a successful new product can broaden values ​​and power relations, or such changes can cause reorientations to emerge. (Author in Normann 1969). This research focuses on “the effect of product variation on consumer purchasing preference.” Specifically, we target the following specific question. What are the effects of product variation on consumer purchasing preferences? How does product variation affect consumer purchasing preferences? What is the importance of product variation? This research aims to identify the effect of product variation on consumer purchasing preferences. Identify product differentiation... in the center of the card... a certain product. On the consumer side, he will have the right of choice, the freedom to select the product that best suits his satisfaction or needs. Because every day we have daily needs that we cannot do without. Every need is sometimes used almost every day, so this study will introduce them to the advantage of having a product variation. On the entrepreneur's side, this research will become useful in knowing people's needs. They will be able to know the strategies or the right product to produce which will help them to increase their market. This is the research study that aims to help people in the market economy and community. It shows the consumer behavior that influences his decision making process on choosing the right product. And this study also shows that this method can be useful if you work carefully on the products.