BrandHook study reveals consumers purchase brands on ‘autopilot’ – 46% driven by routines
A recent study conducted by brand strategy and consumer insights agency BrandHook, has revealed that consumers purchase brands on autopilot with 46 per cent of consumers’ daily lives driven by rituals and routines.
Women in particular, are creatures of habit, with 65 per cent agreeing they’re loyal to brands they like.
Australia’s most habitual customers
The study found the following brands are the most habitual in their behavior and therefore most likely to buy or behave on autopilot.
1. Muffin Break
2. Lean Cuisine
3. Cotton On
4. Decjuba
5. Country Road
6. Garnier
7. Latina Fresh Pasta
8. L’Oreal
9. Bonds
10. Bertocchi
The study, called Consumers buy on autopilot: What does this mean for your brand? explores fresh thinking gaining traction among brand marketers in the US that consumers purchase brands based on their day-to-day habits.
BrandHook partner and research co-author Pip Stocks said the study has implications for brands because women – who make 85 per cent of purchasing decisions – are buying products and services based on habit.
Says Stocks: “Brands have traditionally worked on the model of ‘getting in the consideration set’. However a better framework to use underpinned by this study is based on habit formation – that is, understanding those who are using your brand on autopilot where there’s regular action and engagement but an unconscious response to buying your product.
“It represents a fundamental shift in the way brands market their products. If you’re selling a new product, you need to understand how to crack a current habit, and if you want to grow your brand you need reinforce your customers’ habit.
“For example, pillow brand Tontine has done this effectively by putting a use-by stamp on their pillows. This disrupted the habit of keeping pillows too long by reminding us that pillows have a shelf life and need to be replaced – just like you need to change the batteries in your smoke alarm. It’s been a successful strategy given sales have grown 20 per cent year on year since 2010.”
Says Dr. David Neal, a psychologist specialising in consumer habits: “This study is a powerful reminder that consumers are much less consciously engaged in many product purchase decisions than we typically assume. When marketers ignore the role of ritual, they often miss the boat in terms of influencing actual behaviour.”
Says Stocks: “Understanding habits and how they’re formed can drive improved brand performance. Increases in repeat purchase and consumption are linked to increases in market share, customer lifetime value and share of wallet.”
A copy of the report is available at www.brandhook.com.