People buy expectations,not products,according to Ted Levitt,author of The Marketing Imagination.

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Ted Levitt's statement suggests that consumers purchase products based on their perception of what the product will deliver or how it will improve their lives, rather than just the physical attributes of the product itself. This aligns with the concept of marketing creating a brand image and emotional connection with consumers in addition to promoting a product's features and benefits.

People Buy Expectations,not Products,according to Ted Levitt,author of the Marketing