Ben commutes to work every day by riding the commuter train into downtown. Every day he stops at the donut shop in the transportation hub building and purchases a cup of coffee and one donut. Ben is now standing in front of the donut store counter to make a purchase. His purchase decision will most likely be a:

Low-involvement decision

Explanation: The main determinant of decision making is the individual consumer and how involved they choose to be in solving the problem or need they have identified. A low-involvement decision often borders around commonplace purchases such as buying bread, chewing gum, toothpaste, detergent, water etc. Low-involvement decisions are decisions that are straightforward, require little risk, are recurrent, often lead to a habit, and usually involves an abridged decision-making process. In other words they are not really important to the consumer and may not be worth the consumer’s time and effort to search for exhaustive information about different brands or alternatives.

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