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Mini-Project 2
Select a product or service that you do NOT use, preferably one that you cannot understand
someone else using. You want to choose something that is truly “awful” in your eyes. Talk
with four people who use the product or service and like it (email friends, ask colleagues, etc.)
Listen carefully to their motivations and their thoughts about the product class, competing
brands, their choice of styles, colors, and/or other options. Collect demographic information
on your respondents. Record the results of these interviews.
Provide a profile of the important characteristics (attributes) and benefits of the product or
service to the respondents.
Provide a detailed set of recommendation to sellers of the product/service.
You may not pick the following products/services: tattoos, sushi, “butt enhancers,” cigarettes,
sports drinks (i.e., Gatorade) or online dating services.
1. Your papers will be graded principally on content and using consumer behavior
terminology. Show me what you have learned.
2. Your papers should be well written and well structured. Everyone’s paper will look
different. It’s up to you how you put this together (a comparison table with explaining
dialogue, a research paper, etc.)
3. This should be between 4 and 5 pages of content, double-spaced with a 12 point Arial font
(APA requires San Serif. I want Arial, which is a San Serif, because it’s easier to read.)
4. Make sure you avoid plagiarism, use APA formatting, and structure (example included.)
You will be turning this assignment into the Turnitin.com link.
5. The content should be your own collected information from your respondents. However,
when discussing strategy recommendations that you have researched, make sure that you
parenthetically cite the information and create the Reference page.
6. Do not include a table of contents or abstract.
7. A title page is fine, but does not count as one of the content pages.
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