Overview: This project gives you a hands-on experience in profiling a target market (type of consumer) so that you could use this knowledge of focus areas and methodologies to analyze and understand any target group in a chosen industry. You will pick one product (hereto called "product") that you are passionate about. Unlike other projects where the topics are largely pre-determined, choosing a topic/product in this way gives you a chance to do research that is meaningful. If the product is chosen carefully, the interest level should remain high throughout the assignment. Assignment \#1 should indicate one target market on which to focus. You will determine the consumers' behavior in finding, buying, using, and disposing of that product. You will collect information on the target market through secondary research to compile a detailed profile. The outcome will be a complete profile of the target market's behavior, as well as conclusions and recommendations as to how a business could best market its service or product to this customer. By the end, you should have an extensive knowledge of numerous target group segments and how to effectively market different products to them. Project Marking Schedule - Product to be studied. Provide details of the product, how it is used, where it is sold and how it is different than its competitors. Who are the primary competitors/ substitutions for your product? - Target market to be studied (WHY?) Who is the intended audience and why? Be detailed. Why does this customer by this product? Why does the customer by this brand and not a different brand? - What will be shown in each of the Concept Areas- This is specific to the product you choose. - For example, If I chose Advanced 50+ Multivitamin for Men, I know that my target audience are males who are 50 years of age and older. (it is unlikely your target audience will be that clear by looking at the product name, so you need to explain how you came to your conclusion.) - List of Consumer Behavior Information \& Data Sources (Minimum of 10) Your submission should include a clear identification of the product for this assignment. It should also include a well-defined target market and a rationale as to why this target market is appropriate for this product. It is recommended that the product be one that you are passionate about. Study the main nine Concept Areas below and thoroughly explain how your product and the target customer for each product will address each one. Section A: Concept Areas Section B: Sources List of Consumer Behavior Information \& Data Sources (Minimum of 10) You will need to seek out information on consumer behaviour and other information on your target market. Briefly, but specifically, identify your target market. You will also consider the defined market based on the typical characteristics of consumer behaviour (learning, actions, preferences, etc.) that this target group exhibits. You are to use sources such as Harvard Business Review, Services Marketing Journal, Psychology Today, Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, etc. You must provide a list of sources of the various statistical resources and information to be derived from each to determine the demographic profile on your consumer group and market impact. Focus should be on population size, income, expenditures, changes in demographics, etc. information over past five years