Laundry detergent purchases are typically routine response behavior. For a company that is launching a new brand in the category this means that most consumers spend a lot of time reviewing options each time they make a purchase so new brands need to provide a lot of information at the point of sale the package design should be very similar to those of existing brands in order for the new product to blend in on the shelf it should use in-store promotions such as shelf displays and in-store coupons to encourage consumers to switch brands all consumers are very brand loyal in this category laundry detergent is a high-involvement product