Which low-effort decision-making tactic does the family exhibit in purchasing Kapeng Barako?

Cite three
examples (as discussed in Chapter 9).

Thought-Based Choice Tactic: Performance-Related

As the family's decision-makers, Jose, Risa, and Nanay Josefa, are all from Batangas, they opt for Kapeng
Barako because it is authentic. Performance-related choice tactic assesses the importance of the
product's overall quality for fulfilling a particular role. As stated, they have always sought methods to find
cheaper alternatives in brands and options as long as the coffee maintains the same quality. This
demonstrates how the family base their decision on one factor, in this example, the quality of the coffee
they would purchase.

Thought-Based Choice Tactic: Habit

One reason the family consistently chooses and prefers Kapeng Barako is because they are accustomed
to it, or it has been their habit. Choosing coffee is a no-brainer, low-effort option for them. Furthermore,
It has been stated that even family members who are not decision makers are becoming familiarized
with the family's custom of selecting a coffee. This exhibits the decision-making method of the family,
which is Habit, where there is little to no information searching and evaluating options for alternative
brands of coffee. They have a strong preference for Kapeng Barako as they have become used to buying
and drinking the same coffee every time.

Thought-Based Choice Tactic: Brand Loyalty

Brand loyalty is characterized as a biased behavioral reaction to continuously preferring one or more
alternative brands over a long period of time. One factor of brand loyalty is shared values. Jose supports
coffee farmers, which contributes to his attachment to Kapeng Barako. This is why when his coworker,
Benedict suggested that he should try instant coffee as an alternative, he disliked the idea. Furthermore,
brand Loyalty is where customers not only continue to engage with and purchase from the same brand,
but also associate positive emotions with that brand. This could be observed in the case where the
family considers Kapeng Barako to be their sole luxury. However, as inflation becomes rampant in the
price of goods, it has greatly affected the spending and shopping behaviors of consumers. This led the
family to temporarily shift to a different coffee option as they currently don’t have the budget to buy the
Kapeng Barako in bulk. Nonetheless, the family still has Kapeng Barako as their priority and will only buy
the alternative when the Kapeng Barako is out of stock. This exhibits how the family consistently prefers
their staple Kapeng Barako over other brands.

Dixon, A. E. (2011). Consumer Choice Tactics for Common, Repeat Purchase Products. Undergraduate
Honors Thesis Collection. Retrieved from https://digitalcommons.butler.edu/cgi/viewcontent.cgi?
article=1116&context=ugtheses
Thought-Based Choice Tactic: Price-Related (Barako Black)

As inflation becomes rampant in the price of goods, it has greatly affected the spending and shopping
behaviors of consumers. According to a study, 35% of consumers will look to trade down to lower
priced items as prices of goods increases (Ipsos Coronavirus Tracker, 2022). This can be seen in the
situation of the store where the family of Jose buys their Kapeng Barako. As stated, the sari-sari store
can only afford limited stocks, thus Kapeng Barako usually sells out in 3-5 days. This lead the family to
temporarily shift to a different coffee option as they currently don’t have the budget to buy the Kapeng
Barako in bulk.

Ipsos Coronavirus Tracker (2022). How Inflation is Changing Consumer Behavior. Ipsos. Retrieved from
https://www.ipsos.com/en-us/knowledge/consumer-shopper/How-Inflation-is-Changing-Consumer-
Behavior#:~:text=80%25%20of%20consumers%20expect%20to,to%20private%20label%20(26%25)

Thought-Based Choice Tactic: Brand Loyalty

Brand loyalty is characterized as a biased behavioral reaction to continuously preferring one or more
alternative brands over a long period of time. This is shown in the case of the family, who consistently
chose Kapeng Barako because they have a strong preference for it. One factor for brand loyalty is high-
quality products. For instance, as the family's decision-makers, Jose, Risa, and Nanay Josefa, are all from
Batangas, they opt for Kapeng Barako because it is authentic. They have always sought methods to find
cheaper alternatives in brands and options as long as the coffee maintains the same quality. Another
factor is shared values. Jose supports coffee farmers, which contributes to his attachment to Kapeng
Barako. This is why when his coworker, Benedict suggested that he should try instant coffee as an
alternative, he disliked the idea. Furthermore, brand Loyalty is where customers not only continue to
engage with and purchase from the same brand, but also associate positive emotions with that brand.
This could be observed in the case where the family considers Kapeng Barako to be their sole luxury.
However, as inflation becomes rampant in the price of goods, it has greatly affected the spending and
shopping behaviors of consumers. This led the family to temporarily shift to a different coffee option as
they currently don’t have the budget to buy the Kapeng Barako in bulk. Nonetheless, the family still has
Kapeng Barako as their priority and will only buy the alternative when the Kapeng Barako is out of stock.
This exhibits how the family consistently prefers their staple Kapeng Barako over other brands.