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…showed last 75 words of 1168 total…useful and appealing to his aesthetics. Also, there is the underlying challenge of probing, exploring and finally discovering a new brand! This process can be called the 'Psychology of Complication'. The new situation causes him to identify brands and he once again begins to simplify the above-mentioned process. Hence, marketers need to study the decision patterns of the customer in order to enhance the experience of purchase and consumption and retain the customers for life.