An Examination of Consumer Decision Making for a Common Repeat Purchase Product

Despite the large amount of theory and research on consumer choice, current understanding is still at a less than desirable level—especially in the cases where involvement with or importance of the choice is low and the product is purchased frequently. The present paper provides a view of decision making based on the notion that consumers are not motivated to engage in a great deal of in-store decision making at the time of purchase when the product is purchased repeatedly and is relatively unimportant. As a result, consumers tend to apply very simple choice rules or tactics that provide a satisfactory choice while allowing a quick and effortless decision. An empirical test of this proposition is provided and implications are discussed.