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Exploring people\'s intentions when purchasing is important for making strategic plans for promoting products in the supermarket. The author will conduct qualitative phenomenological research to explain why the customers in Publix chose certain products and their behaviors of shopping. The research questions include: Is the development of Publix's private products a way to gain win-win benefits? What are the feelings of customers when they choose products? Participant observation will help thedoi:10.5281/zenodo.3991625 fatcat:7iq5nwjghfd73lvdek4wo765lu