CONCLUSION.
By understanding the consumer decision process, it reduces the marketers' uncertainty when they are designing a marketing mix and defining a target market. Libb Pharmaceuticals used the Fishbien's Model to better understand the attitude of consumers toward Alive toothpaste in the process stage of the consumer decision making model. Through the data collected from this research, it has revealed that the company must focus on health needs of using toothpaste rather than concentrating on the social needs. This can be done through upgrading or downgrading significant attributes presented in the product. For example, highlighting the important attribute of decay prevention rather than having fresh breath. It has been noted that Libb Pharmaceuticals cannot just target as many consumers possible and focus on all the characteristics of the brand.
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