Routine decision making process – Routine decision making happens in day to day life like buying a soap or shampoo. In this case, the customer is more likely to stick to a single brand for a long time. He is unlikely to switch to different brands because he wants to invest minimum time in routine decision making. There are a lot of things which influence the routine decision making process, like regular advertising by FMCG companies. This is because, the routine things are brought over and over again. And once the company gets such a customer, they are likely to reap long term profits from the same customer.