When exploring consumer behavior further Baumgartner (1995) proposed a two factor concept. Of exploratory consumer behavior while buying frozen foods as well as other grocery items. A scale of 1-5 is taken and respondents data is regressed to see whether the consumer’s tendencies to engage products is based on exploratory nature or is it based on conceptualization and other personal factors. The results of six studies with subjects were also accounted for in this research to prove that consumer behavior is affected while buying frozen foods which these results are backed by theoretical explanations.