Reference no: EM13936237

For Milestone One, you will select and submit a product category and product brands. First you should identify the product category to be evaluated and describe the research tool that will be used. Once the product category is selected, you must identify which determinant attributes most affect product selection by a consumer and provide a description for each. Explain which features and benefits are most important to the consumer when making a decision about this type of product. Then explain the product brands that will be evaluated within each product category (select at least 3, but no more than 5) and explain the goals of the research and the proposed actions. You can develop a survey to determine the attributes, but in many cases you can make an informed judgment about them. For this exercise, you should consult with your classmates in the Final Project discussion forum to select the determinant attributes for your survey of your chosen product. Of course, you can disagree with the group and use different determinant attributes. Not every attribute is equally important. A consumer might consider one more important than another. In the mathematical model, "e" represents the evaluation of how important the attribute is, based on a scale of +3 (very important) to -3 (less important). Specifically the following critical elements must be addressed: 1. Research Tools: Identify the product category to be evaluated and describe the research tool that will be used to carry out the evaluation. 2. Determinate Attributes: Describe the determinant attributes that most affect product selection by a consumer, including the features and benefits most important to the consumer when making a decision about this type of product. 3. Product Brands: Explain the product brands that will be evaluated within each product category. 4. Goals: Explain the goals of the research and the proposed actions.

I consider myself a liqueur connoisseur. Occasionally, I enjoy a good liqueur drink after a great dinner meal. Liqueurs are alcoholic beverages that are bottled with added sugar and have added flavors that are usually derived from chocolate, fruits, or herbs. They range anywhere from 15-50 proof of alcohol. Here is a list of the topfive popular types of liqueurs on the alcoholic beverage market which border on the convenience and shopping product categories:

1. Chocolate liqueurs - BolsCreme de White Cacao
2. Coffee liqueurs - Kahlua Original
3. Cream liqueurs - Baileys Original Irish Cream
4. Fruit liqueurs - Grand Marnier
5. Herbal/Spice liqueurs - Amerique 1912 Absinthe Verte

I would like to focus on the following five liqueur attributes:

• Flavor
• Taste
• Type
• Price
• Alcohol Content