2.3 Habitual buying behaviour

Described image
Figure 8  Habitual buying behaviour
  • Most frequently demonstrated type of buying behaviour.
  • Consumers are not very involved in the purchase. Occurs when item is:
    • bought very frequently
    • does not cost much money
    • perceived to have few significant differences between brands.
  • Consumers tend to buy the same brand again and again out of habit, but if their particular brand is not available, or if there is a good offer on a competing brand, they may switch quite easily. Examples include:
    • household detergents
    • soap
    • toothpaste.

This is the area where marketers often use promotions to entice consumers.

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Figure 9  The same basket, week-in, week-out – habitual buying

2.2 Dissonance-reducing buying behaviour

2.4 Variety-seeking buying behaviour