Summary: Acceptance sampling is a quality assurance tool, which provides a rule for the producer and the consumer to make acceptance or rejection decision about a lot. This paper attempts to develop a more efficient sampling plan, variables repetitive group sampling plan, based on the total loss to the producer and consumer. To design this model, two constraints are considered to satisfy the opposing priorities and requirements of the producer and the consumer by using Acceptable quality level (AQL) and Limiting quality level (LQL) points on operating characteristic (OC) curve. The objective function of this model is constructed based on the total expected loss. In order to illustrate the application of the proposed model, an example is presented. In addition, the effects of process parameters on the optimal solution and the total expected loss are studied by performing a sensitivity analysis. Finally, the efficiency of the proposed model is compared with the variables single sampling plan, the variables double sampling plan and the repetitive group sampling plan of S. Balamurali and C.-H. Jun [J. Appl. Stat. 33, No. 3, 327–338 (2006; Zbl 1118.62382)] in terms of average sample number, total expected loss and its difference with ideal OC curve.