As the probability of repurchasing increases, the time spent on information search and repurchase deliberation decreases. It is important for marketing management to identify the position of a brand on the continuum from habit to complex decision making. The strategic implications of the position on this continuum apply to many aspects of marketing strategy. The first of these aspects is distribution. Brands purchased by habit should be distributed intensively because they are more likely to be high turn over, low margin items.
Widespread distribution has an important effect on the consumer purchasing by habit.
The second aspect of this marketing strategy is the product. Products purchased by habit are generally packaged goods involving few service requirements and little direct selling. The third aspect is advertising and in-store promotions. Products with a high incidence of habitual purchases are more likely to use advertising for a reminder effect. Frequency is relatively more important than selectivity.