This study analyzed two research objectives regarding the purchase decision-making process through an empirical investigation of consumers' variety-seeking/avoidance tendencies based on a two-stage choice model. While previous studies on variety-seeking/avoidance tendencies primarily focused on the brand choice stage, this study extended the unit of analysis to the consideration set formation stage, thereby analyzing the consistency of variety-seeking/avoidance tendencies across the two-stage choice process. Furthermore, it sought to derive marketing implications through analysis of specific patterns at the consideration set formation stage and brand switching/repurchase at the brand choice stage. To this end, using panel data on the two-stage choice process, the characteristics emerging at the consideration set formation stage were analyzed, and in this process, measures for analyzing variety-seeking/avoidance characteristics in the two-stage choice process were systematized. A conceptual typology of variety-seeking/avoidance tendencies at the consideration set formation stage was attempted, yielding six patterns based on two criteria: changes in consideration set size and changes in constituent brands. For each pattern, the characteristics of the consideration set formation process and the consistency across the two-stage choice process were analyzed. In conclusion, it was found that consumers exhibit relatively consistent variety-seeking/avoidance characteristics across the two-stage choice process, and an interesting result emerged showing that each type at the consideration set formation stage leads to different forms of brand choice outcomes. Through the detailed pattern analysis results of the two-stage decision-making process, it was discussed that marketing activities can be planned to match consumers' patterns depending on what patterns they exhibit at the consideration set formation stage.