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With the large number of competing products in almost all categories, customers have a tough time making a choice. Most Indian consumers then rely on a recommendation to help decide which brand and product to buy. Before buying, most consumers ask a 'knowledgeable' friend whose advice they trust. Simple though it seems, the marketing implication of this insight is significant. The marketer needs to win-over the 'knowledgeable advisors' - through communication and education.