Buying a well-known brand time and again reduces the risk of product failure and financial loss. Several studies show brand loyalty as a way of reducing risk. One study in particular performed by Sheth and Venkatesan, questioned consumers on various means used to reduce purchase risk. The most frequent answers received were brand loyalty and buying a well known brand. Habit also makes shopping easier by minimizing the need for information search.
Most consumers seek to minimize search behavior because of the time and energy involved.
The functional nature of habit is best illustrated in supermarket shopping. A typical shopping list may containing twenty items or more. Consider the amount of time the consumer would spend in the process of in-store selection if each item required the consideration of brand alternatives. Products purchased by habit tend to be purchased more frequently, providing a greater opportunity for positive reinforcement and brand loyalty. With each successive purchase of the same brand, the chances of buying again increase until there is a high probability the consumer will continue to repurchase.