This week on M.A.D Series: Why do we keep buying the same brand without thinking? The 5W + 1H of Habitual Buying Behavior..! Ever wondered why you pick the same shampoo, biscuit, or toothpaste every time without even looking at alternatives? That’s habitual buying behavior in action! Let’s break it down with the 5W + 1H approach and a real-life example - Meera Shampoo. What is Habitual Buying Behavior? It’s when customers repeatedly buy a product out of habit, without much thought or comparison. It usually happens with everyday products like shampoo, soap, or tea. Example: In South India, many households instinctively pick Meera Shampoo because they’ve been using it for years. Why Do People Follow Habitual Buying? Because it’s convenient and trust-based. When something works well and is always available, we stick with it instead of exploring new options. Example: Meera Shampoo positioned itself as herbal and natural, earning trust from people who prefer traditional hair care. Who Does It Impact the Most? Consumers who buy daily-use products without actively searching for alternatives—this includes families, working professionals, and even rural consumers who rely on familiarity. Example: Many mothers buy Meera Shampoo for their children just because their mothers did the same. It’s passed down like a tradition! Where Does It Happen? It happens in supermarkets, local stores, and even online shopping. Customers tend to pick what they recognize first. Example: When you walk into a shop in Tamil Nadu, Meera Shampoo is always easily visible near other hair care products, reinforcing the habit. When Does It Work Best? When a brand creates a strong emotional connection and makes the product a daily habit. It also works when the product is affordable and available everywhere. Example: Meera consistently advertised with the tagline "Nalla irukkanum na Meera use pannunga" (For good hair, use Meera), making it a household mantra. How Can Brands Create This Habit? Be consistent in product quality and messaging Build emotional trust (tradition, nostalgia, or values) Ensure widespread availability so customers don’t think twice Use subtle marketing reinforcements (taglines, packaging, word of mouth) Example: Meera used TV ad with iconic slogan "வெள்ளிக்கிழமை மங்களம் தங்க...!" "Stay auspicious on Friday...!" It wasn’t just about shampoo - it was about cultural identity. Final Thought Brands that become part of daily life don’t need to fight for attention. They win because people buy out of habit, not decision. Happy marketing..! 😊🙏🏽