Habitual Buying Behaviour

Habitual buying behaviour occurs under conditions of low consumer involvement and little significant brand difference. For example, take salt. Consumers have little involvement in this product category - they simply go to the store and reaeh for a brand. If they keep reaching for the same brand, it is out of habit rather than strong brand loyalty. Consumers appear to have low involvement with most low-cost, frequently purchased products.

Consumers do not search extensively for information about the brands, evaluate brand characteristics and make weighty decisions about which brands to buy.

Instead, they passively receive information as they watch television or read magazines. Ad repetition creates brand familiarity rather than brand conviction. Consumers do not form strong attitudes towards a brand; they select the brand because it is familiar and may not evaluate the choice even after purchase.

Because buyers arc not highly committed to any brands, marketers of low-involvement products with few brand differences often use price and sales promotions to stimulate product trial. Gaining distribution and attention at the point of sale is critical. In advertising for a low-involvement product, ad copy should stress only a few key points. Visual symbols and imagery are important because they can be remembered easily and associated with the brand. Ad campaigns should include high repetition of short-duration messages. Television is usually more effective than print media because it is a low-Involvement medium suitable for passive learning. Advertising planning should be based on classical conditioning theory, in which buyers learn to identify a certain product, by a symbol repeatedly attached to it.

Products can be linked to some involving personal situation. Nestle did this in a recent series of ads for Gold Blend coffee, each consisting of a new soap-operalike episode featuring the evolving romantic relationship between neighbours, Sharon and Tony. Nestie's success in doing this contrasts with the tea market in the United Kingdom where, although it is the national drink, sales promotions dominate sales.

Variety-Seeking Buying Behaviour

Consumers undertake variety-seeking buying behaviour in situations characterized by low consumer involvement, but significant perceived brand differences. In such cases, consumers often do a lot of brand switching. For example, when purchasing biscuits, a consumer may hold some beliefs, choose a biscuit without much evaluation, then evaluate that brand during consumption. But the next time, the consumer might pick another brand out of boredom or simply to try something different. Brand switching occurs for the sake of variety rather than because of dissatisfaction.

In such product categories, the marketing strategy may differ for the market leader and minor brands. The market leader will try to encourage habitual buying behaviour by dominating shelf space, avoiding out-of-stock conditions and running frequent reminder advertising. Challenger firms will encourage variety seeking by offering lower prices, deals, coupons, free samples and advertising that presents reasons for trying something new.

varicty-seeking buying behaviour Consumerbuying bdiaviour in situations characterized by low consumer involvement, but significant perceived brand differences.

The Buyer Decision Process

Most large companies research consumer buying decisions in great detail to answer questions about what consumers buy, where they buy, how and how much they buy, when they buy and why they buy. Marketers can study consumer purchases to find answers to questions about what they buy, where and how much. But learning about the whys of consumer buying behaviour and the buying decision process is not so easy - the answers are often locked within the consumer's head.

We will examine the stages that buyers pass through to reach a buying decision. We will use the model in Figure 6.6, which shows the consumer as passing through five stages: need recognition, information search, evaluation of alternatives, purchase decision and postpurchase behaviour. Clearly the buying process starts long before actual purchase and continues long after. This encourages

Five Stage Reach Buying Decision
Figure 6.6

Buyer decision process the marketer to focus on the entire buying process rather than just the purchase decision.

This model implies that consumers pass through all five stages with every purchase. But in more routine purchases, consumers often skip or reverse some of these stages. A woman buying her regular brand of toothpaste would recognize the need and go right to the purchase decision, skipping information search and evaluation. However, we use the model in Figure 6.6 because it shows all the considerations that arise when a consumer faces a new and complex purchase situation.

To illustrate this model, we return to Anna Flores and try to understand how she became interested in buying a camera and the stages she went through to make the final choice.

need recognition

The first stage of the buyer decision process in which the consumer recognizes a problem or need.

information searoli The stage of the buyer decision process in which the consumer is aroused to search for more information; the consumer may simply Itave heightened attention or may go into active information search.

Continue reading here: Evaluation of Alternatives

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Readers' Questions

  • shelly
    Is biscuits a habitual buying behavior?
    1 year ago
  • No, purchasing biscuits is not a habitual buying behavior. Habitual buying behavior refers to the repeated purchase of a product over a period of time, typically driven by emotional responses rather than rational thought.
    • bernice smith
      What is habitual purchasing?
      1 year ago
    • Habitual purchasing is the process of regularly buying and consuming goods or services in a predetermined or consistent manner. It is often defined as an individual’s pattern of buying and consuming goods or services over time. Habitual purchasing behaviors are often developed over time, and may be indicative of a consumer’s lifestyle, preferences, and needs. Habitual purchasing can be influenced by a number of environmental, psychographic, and demographic factors.
      • HEIKE
        Are cosmetics routine or habitual buys?
        1 year ago
      • Cosmetics can be both routine and habitual buys. Many people will buy the same cosmetics products regularly, which can be considered a routine purchase. Others may develop particular habits when it comes to cosmetics, such as looking for new products or specific ingredients, which can be considered a habitual purchase.
        • bernardo
          Do new product promotes habitual buying?
          1 year ago
        • Yes, introducing a new product can promote habitual buying. For example, if a company launches a new product that has features that customers are looking for, they may become interested in the product and purchase it more frequently. The more customers purchase a product, the more likely they are to become habitual buyers. Additionally, if a product is well-received, customers may be more likely to re-purchase it on a regular basis.
          • TRANQUILLO
            What is the difference in a routine purchase and a habitual purchase?
            1 year ago
          • A routine purchase is an intentional, planned purchase that usually occurs on a regular basis but not necessarily every day, such as a weekly grocery shopping trip. A habitual purchase is an impulse purchase that occurs out of an established pattern, such as grabbing a soda or candy bar each time someone visits the grocery store. Habitual purchases are often unconscious decisions with little or no thought given to the purchase.
            • Amy
              What is suitable for habitual buying decision a) sale promotion at?
              1 year ago
            • Sale promotion is a great way to encourage customers to make habitual buying decisions. Examples of sale promotion methods include offering discounts and coupon codes, bundling products, or offering free shipping or samples. Additionally, creating loyalty programs or referral incentives can help encourage customers to shop regularly.
              • Patricia
                How do you encourage habitual buying behaviour?
                1 year ago
                1. Offer loyalty discounts for frequent customers: Offer discounts or other incentives for frequent purchases to encourage customers to come back for more.
                2. Develop attractive and attractive packaging: Create attractive and interesting packaging that is attractive to customers and encourages them to buy again.
                3. Make product recommendations: Make product recommendations to customers that are relevant to their past purchases.
                4. Run targeted email campaigns: Send targeted emails to customers that contain advertisements or announcements about specific products that they may be interested in.
                5. Provide customer feedback opportunities: Allow customers to provide feedback on their purchases and reward them with discounts or other incentives for doing so.
                6. Offer subscription services: Make it easy for customers to subscribe to a service that allows them to purchase their favourite products on an ongoing basis.
                7. Utilize social media: Use social media to promote and advertise products to customers who may be interested in them.
                8. Offer discounts for referrals: Encourage customers to refer their friends or family members to make purchases by offering discounts or other incentives for doing so.
                • erno
                  Why habitual buying behavior?
                  1 year ago
                • Habitual buying behavior is defined as the purchasing of products and services in a recurring, routine manner. It is a form of impulse buying that is triggered by certain environmental cues such as advertising, packaging, store display or location, and the availability of certain products and services. Habitual buyers are generally less responsive to promotional activities and are typically driven by convenience or habit. They may also be driven by a need to reduce the amount of decision-making involved in their purchasing process.