Chapter 1 presented the comment that "consumers do not buy drill bits - they buy ways to make holes."

Assuming that this is true, what are consumers really purchasing when they buy the following three items?
1. A pair of sneakers
2. Lipstick
3. A life insurance policy

The book is Consumer Behavior.

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1. When consumers buy sneakers, they are actually buying comfort. Sneakers can help them to walk and jog in an easy manner and it also helps to protect the feet of the consumer. If the consumer would walk bare foot, there are chances that...

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