The reason why consumers shop is often to satisfy a need or because they see something they like and cannot defy the urge to buy it. The brain triggers are the reason why they choose a particular product as opposed to another similar one. These triggers are physical attributes of a product like size, color, taste, feel or smell. Price is a determinant but in the most cases, the brain makes choices based on acknowledgment of recognizable brand names. A brand is a name with an emotional promise of potential benefits to consumers, which appeal straight to their brain (Padua, 2012). For example, ...
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