In which scenario would a customer likely be price sensitive due to low involvement?

A customer is likely to be price sensitive due to low involvement when making a purchase that is relatively low in cost and routine, such as buying toothpaste. In these situations, consumers do not typically invest much time or effort in their decision-making process, as the item is inexpensive and is often purchased regularly. This means that when faced with options, consumers may lean towards the cheaper alternative without significant concern about the details or benefits of different brands.

In contrast, purchasing a smartphone, choosing a car insurance plan, or investing in real estate usually involves a higher level of involvement due to the higher costs, complexities, and the potential for significant impact on the consumer's life. This heightened involvement usually leads customers to focus more on the attributes of the products or services, making them less likely to prioritize price as the only deciding factor. Thus, in these scenarios, customers are less price sensitive because they weigh other elements more heavily in their decision-making process.