Chapter 1 presented the comment that "consumers do not buy...

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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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These solutions may offer step-by-step problem-solving explanations or good writing examples that include modern styles of formatting and construction of bibliographies out of text citations and references. Students may use these solutions for personal skill-building and practice. Unethical use is strictly forbidden.

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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