Habitual decision making is a purchase decision process involving little or no conscious effort. Today’s customers have many demands on their time. One way they cope with these time pressures is by simplifying their decision-making process. When a need arises, customers may automatically respond with, “I’ll buy the same thing I bought last time from the same store.” Typically, this habitual decision-making process occurs when decisions aren’t very important to customers and involve familiar merchandise they have bought in the past. When customers are loyal to a brand or a store, they engage in habitual decision making.