INTRODUCTION. Libb Pharmaceuticals is faced with the decline of market share in the toothpaste brand Alive. To find why consumers are choosing other brands, it is important for the marketers to recognise and understand the complex decision making process a consumer goes through. Many psychological factors effect the consumer's decision when purchasing a product. Libb Pharmaceuticals tries to better comprehend this by conducting attitude research using the Fishbien's Attitude Towards an Object Model. The outcomes …showed first 75 words of 2264 total…

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