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What makes a consumer choose one product over another?

When a consumer chooses to buy and with all kinds of choices available what makes a consumer choose one product rather than another? - by Community Mailbox
When a consumer chooses to buy and with all kinds of choices available what makes a consumer choose one product rather than another?
I perceive this question to be in the context of "why do people buy what they do", not "why do people buy at all". With that being the case I believe the quote below and follow-up information may be of assistance:

"We all have reasons for choosing one product rather than another, which implies that we have criteria which we may compare options (we use the term product here to cover goods, services, and associated experiences). Choice criteria can be complex or a single criterion such as which brand has most immediate appeal. Emotion influences the weighting of choice criteria..." - O'Shaughnessy (Oxford University Press)

O'Shaughnessy groups "Choice Criteria" into six categories:
  1. Technical Criteria
  2. Economic Criteria
  3. Legalistic Criteria
  4. Integrative Criteria
  5. Adaptive Criteria
  6. Intrinsic Criteria
These "Choice Criteria" are covered in "Why People Buy" and "The Marketing Power of Emotion" which are authored/co-authored by O'Shaughnessy. - by Jeff Blackwell
When a consumer chooses to buy and with all kinds of choices available what makes a consumer choose one product rather than another?
Many factors of course, but The Proposition weighs heavily. - by Gary A Boye
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