Title page (Name, course, university, date, project title) 1. Perception: Explain how sensory marketing has been used as a source of competitive advantage by each of the 2 products 2. Learning: Explain the learning theories that apply to each of the 2 products 3. Motivational and Affect: What consumer need(s) does each product fill? 4. The Self: Self-concept: Explain which self each product appeals to 5. Personality, Lifestyle and Values a. Trait theory: identify the traits of the target market for each product b. Brand personality: identify the brand personality of each of the products c. Lifestyle: identify the lifestyle of the target market for each product 6. Personas: For each of the 2 products, create a visual collage of the persona or psychographic profile of the target market for the product. Each persona should be one page each and should be included in the appendix to the report.

Products and services are not created in a vacuum -- they are themselves a "product" of multiple factors shaped by consumer behavior decision-making. In this assignment your task will be to compare two (2) competitive brands in the same product category, comparing and contrasting the consumer behavior decision-making using relevant concepts from different chapters of the textbook. This task requires developing an understanding of the consumer behavior forces that contributed to the success (or failure) of the product. How did the product come about? What strategy was developed to market it? What consumer need did it fill? What role did or does it play in the lives of its users? What is the psychographic profile of the target market? Etc. To answer these questions you will need to perform extensive research into the products, product category and the users of the products. This will involve the use of various research tools including library research. Company Choice: Each student will choose 2 competitive brands that belong to the same product category that the student would like to study to answer the questions below (For instance, Dove and Old Spice are 2 competitive brands in the deodorant product category). The companies should operate in Canada. Your topic can be: A product: Example: Dove versus Old Spice A service: Example: Fairmont hotel versus Holiday Inn hotel A retailer: Example: Nordstrom versus Walmart Note: I reserve the right to ask you to change a topic if I don't feel it's appropriate, if I anticipate you will have trouble completing the assignment, etc. To get the most out of this project I strongly advise you select brands that have meaning and relevance to you, and that you will enjoy researching about. Choose brands that are proactive in their marketing and have lots of information and resources available about them (i.e. websites, business reports, advertising and promotions, news and magazine articles, etc.).