2. Scratch, baking mix, and refrigerated users was very different in Canada and the United States as demonstrated in Exhibit 6. All of the market research that the firm conducted was around attitudes toward refrigerated cookie dough, and focused primarily on current and lapsed users. It did not explicitly gather data on why scratch baking is preferred by so many Canadians who would be classified as non-users. Using the case as a source of implied information, propose two clearly different potential benefits that baking from scratch might provide over using refrigerated products. Briefly explain your choices only if you believe it to be necessary for clarification. (3 marks - for applying course concepts correctly, 1 for being applicable to the case, 1 for clearly different benefits)