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Recall the last time you purchased a cold drink in the Super Store. You located the cold drinks' refrigerator, examined the various drinks, selected a certain one, and paid for it at the cashier's counter on your way out. All this seems to be a normal and everyday sort of event. However, upon closer examination, there are host of questions that are raised by this everyday behavior. What made you purchase this drink in particular? How did you first become aware of the chosen brand: through commercial advertisements on television, through your friends, or at the point of decision in the Super Store? How did you develop a positive evaluation of this brand: was it the price or something else? Has this brand been recommended in the media by one of your favorite celebrities? Does this brand have something unique which makes it stand out from the others competitors in the market?…
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