Considerable research has documented that in many product categories, consumers are unable to distinguish among brands when given blind tests (i. e., taste or other use of the products without labels). such products include soft drinks, coffee, and cosmetics. nonetheless, even when prices are similar, consumers have strong preferences for specific brands of these product categories. they may buy these out of habit, which is the basis of: extended problem solving.
limited problem solving.
routine problem solving.
high-involvement problem solving.
personal problem solving.