Habitualized purchase decision

The habitualized purchase decision is a term from business administration and marketing . It would be more simply described as “habitual purchase”: the consumer buys the same product over and over again out of habit, usually one for everyday use. The habit of buying leads to brand loyalty .

The strength of brand loyalty depends on a) the age of the consumer, b) the social status, c) the purchase risk and d) the level of prestige effect.

Characteristics of the habitual purchase decision

• habitual choice of product or brand
• Standardized behavior
• rather low search effort by the customer
• The customer waives the search for alternative products
• cognitive process hardly plays a role
• Information acquisition between stimulus and response is discontinued
• mostly for convenience goods (everyday items)

criticism

Strictly speaking, habitualized buying behavior contains no or only an insignificant purchase decision , since behavior that is practiced on the basis of habits generally does not include any decision-making processes. The term habitualized purchase decision therefore contains a contradiction ( contradictio in adiecto ); The term habitualized buying behavior would be more appropriate .