When a consumer makes a decision, there are several possibilities in how they could have gone about it.
Quite often, I purchase my work lunch from a near-by cafe. Since my job is located in a small shopping center, I have little choice due to the limited food stores. After sticking to Luna Espresso for over a year, and ordering the same meal, I no longer look at the menu. A beef burger with a side of hot chips for $8.50 sounds good to me.
This decision relates to habitual decision-making under the three buckets of consumer decision-making model (Solomon et al. 2019). It refers to a consumer creating a conscious decision (Solomon et al. 2019). Therefore, this is identified as a routinised-response behaviour (Solomon et al. 2019). It requires minimal effort, and at times we may not realise how automatic we are behaving (Solomon et al. 2019). When it comes to lunch time, I automatically walk towards the cafe without thinking too much about it. Throughout the morning, I do not think about what I am feeling for lunch. It is almost like my body already knows.
I would consider my purchase behaviour to be a repeat purchase (Solomon et al. 2019). Since I am always satisfied with the finished product, I find myself returning to the same store to order the same meal.
I sometimes wonder at what point did I have a realisation that I had been behaving in a repetitive and autopilot mode?
Another reason why I continue purchasing the same deal is because of the cheap price, convenience and how quickly it is made.
This decision shows I am thinking under the mental budget concept (Solomon et al. 2019). My intentions on how much I am willing to spend is reflected by my choice.
Since I have no negative experiences with my cheap meal, my perceived risk of my burger being under cooked is low (Solomon et al. 2019). This type of perceived risk is known as functional risk (Solomon et al. 2019). It refers to my expectations of how my meal is cooked compared to previous times. This relates to a pre-purchase search as I am relying on my previous purchases at the Cafe, to create a decision (Solomon et al. 2019). With the positive past experiences, I am confident in making the same decision. My confidence and trust increases with each successful order.
After my most recent purchase, I can say that my post-purchase evaluation is once again ‘satisfied’ (Solomon et al. 2019). For this reason I will be returning back again.
Business Reporter, 2019, image, viewed 22 March 2019,
https://www.business-reporter.co.uk/2017/07/27/risk-factors-top-five-threats-company/#gsc.tab=0
Taste, 2019, image, viewed 22 March 2019,
The National Council, 2019, image, viewed 22 March 2019,
Solomon, Michael., Russell-Bennett, R. and Previte, J. (2019) Consumer Behaviour, Australian Edition, 4th Ed., Pearson.
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