Repeat customers are valued customers. And much of consumer behavior is repetitive.
Panel data investigations have identified periodic patterns in consumer purchase and
consumption (e.g., Ehrenberg 1991; Khare and Inman 2006). For example, considerable
inertia-like repeated purchases of the same brands are evident across different shopping
episodes (e.g., Seetharaman 2004). Self-report studies of the items consumers purchase
reveal a similar pattern of repetition (e.g., Bettman and Zins 1977). By estimates from
these studies, a substantial proportion of consumer purchases are repetitive.