Products are not created in a vacuum -- they are themselves a "product" of multiple factors shaped by consumer behavior decision-making. In Phase 1, your task will be to deconstruct two 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