Decision Making Theory - Habitual (Routinized Response Behavior)
This is about the everyday purchases with a low level of involvement from the consumer. These are common products – typically Fast-Moving Consumer Goods (FMCG) or Consumer Packaged Goods (CPG) – that the consumer knows well. He knows what brand to choose and which product suits him. He does not need specific information or a specific research time to make his choice. The purchase decision is simple and is quickly taken. Usually, the more a product has become a “routine buying behavior” for a consumer, the less he will be responsive to stimuli or initiatives (advertising, discount, etc.) from the other brands.