A group of new roommates has driven two hours to a popular store that sells ready-to-assemble furniture. After they finish shopping, they decide to buy a few snacks to eat in the car on the way home. What type of decision-making process best describes this purchase?


In low involvement, low visibility purchases, buyers spend little mental time and energy on the purchase decision and few people see them consume or use the item. With these types of purchases, buyers tend to be insensitive to price below a certain threshold, and price is less of a consideration than convenience. The roommates made a quick and easy decision to buy a snack that they’ll consume privately while driving home.

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