Outline:

I - Background Information 3
1.1 Historical Background 3
1.2 Mission Statement 4

II - Market Analysis 5
2.1 SWOT Analysis 5
2.2 Business Analysis 7
Segmentation 7
Targeting 8
Positioning 9
2.3 Marketing Mix: 4 P’s 10
Product 10
Price & Place 11
Promotion 12

III - Consumer Behavior Portfolio 13
3.1 Consumer Decision Making Process 13
3.2 Characteristics Affecting Consumer Behavior 16

VI - Conclusion and Recommendations 27

I - Background Information

1.1 Historical Background

It all began in junior high gym class in Merrick, Long Island. Two boys, running around the athletic field, had found a common bond. Ben Cohen & Jerry Greenfield hated running, but they loved food. In 1978 they decided to go into business together. With diplomas from a $5 correspondence course & their life savings ($8,000), they converted an old......

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Title: Ben & Jerry's Consumer Behavior
Approximate Word Count: 6983
Approximate Pages: 28 (250 words per double-spaced page)

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