Consumer Behavior

This is the instructions my professor gave us for this paper “For this project, you will choose three retailers that compete in the same sector of the marketplace (i.e. Target, Costco, and Walmart). You will select two concepts from the Solomon book, and two concepts from the Underhill book, and you will analyze (compare and contrast) your three retail outlets in the context of those four constructs from the books. For example, if you chose the concept of “The Sensual Shopper” from the Underhill book, you would analyze your retail outlets in the context of that concept. How does Target, for example, appeal to the sensual shopper? Does Costco appeal to the sensual shopper in a different way? How about Walmart? Do these retailers appeal to the senses at all? Then use research and evidence to support your claims. That’s the level of research and analysis I’m looking for in this report. (See CB Research Report rubric below)”. -“This is not a book report, nor is it an opinion piece. This is a research paper. You must provide evidence of your assertions. You must research these concepts beyond the scope of the books we are using in class and make your case – Google Scholar will be one of your best friends in this regard. Failure to adequately make your case with evidence and research will result in a reduced (or failing) grade.”-My three retailers are: Gym shark, Nike, and Under-armor -The four concepts I have chosen to compare are: Functional Theory of Attitudes, Sensation and Perception, Consumption Motives, and Trait Theory. -In the additional materials section I also included an example of what the paper should be written like. – Times New Roman, 11-point, double-spaced, 1-inch margins-Please make sure to add the websites URL you used at the end of the paper so I can cite them and such.

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