With the beginning of the new millennium and after witnessing the globalization era, we cannot but continuously look and identify opportunities to ensure product continuation. The market is becoming more and more competitive especially that consumers are becoming more knowledgeable about what they purchase and what they consume. Moreover, with all the economic challenges Lebanon is facing, the consumers are becoming demanding regarding each and every product in the market. The purchasing decision for many consumers is not based on the brand name anymore but rather its affordability. the amount ...