Explanation:

Routinized choice behaviour or routinized response behaviour occurs after sufficient number of ‘trials’ or purchases of a particular brand. The decision to again buy the product requires little or no decision making as the routinized choice behaviour becomes habitual with each subsequent purchase. Routinized choice behaviour is a characteristic of being loyal to a brand as well.

With the rapid increase of promotion, the problem lies in measuring consumer response. An individual’s response to promotions is indicated by the extent to which promotions play a role in his or her purchase routine with respect to a brand.