2.3 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.
2.2 Dissonance-reducing buying behaviour