What's habitual buying behaviour?
Habitual Buying Behaviour
Habitual buying behaviour occurs under conditions of low-consumer involvement and little significant brand difference. For example, take table salt. Consumers have little involvement in this product category—they simply go to the store and reach 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. In such cases, consumer behaviour does not pass through the usual belief-attitude-behaviour sequence. Consumers do not search extensively for information about the brands, evaluate brand characteristics, and make weighty decisions about which brands to buy. Because they are not highly involved with the product, consumers may not evaluate the choice, even after purchase. Thus, the buying process involves brand beliefs formed by passive learning, followed by purchase behaviour, which may or may not be followed by evaluation.
Because buyers are not highly committed to any brands, marketers of low-involvement products with few brand differences often use price and sales promotions to promote buying. Alternatively, they can add product features or enhancements to differentiate their brands from the rest of the pack and raise involvement. For example, to set its brand apart, P&G's Charmin toilet tissue offersUltrastrong,Ultrasoft, Sensitive, Basic, andFreshmate(wet wipe) versions, so that there's sure to be one that's right for any family's "bottom line." Charmin also raises brand involvement by sponsoring a "Sit or Squat" website and mobile app that helps travelers who "Gottago on the go!" find and rate clean public restrooms wherever they travel.