A low-involvement, routinized consumer product like toothpaste or detergent involves a regular and routine purchase decision. A consumer makes many routine purchases by choosing a preferred brand or one of a few acceptable brands in a quick method called routinized response behavior. The consumer has already set evaluative criteria and identified options, so any further external search is limited. It’s most common in buying very low-involvement products like those mentioned—toothpaste or detergent.
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