As Dole is interested in identifying the characteristics of individuals who purchase their products as well as what influences their decisions, in general terms, this type of study or domain of knowledge is called consumer behavior.
In the field of business, we can describe consumer behavior as an elaborative study of the people or organizations that use a particular product.
Consumer behavior helps in analyzing what kinds of products are most likely to be brought by which type of consumers and the reasons behind this consumption of this behavior.
As Dole also looks at in detail about the individuals who make purchases of pineapple products and the reason for making this decision, hence he is studying consumer behavior.
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