According to Hawkins and Mothersbaugh (2007), all marketing decisions are based on assumptions and knowledge of consumer behavior. Understanding the motivations and behaviors of the consumers is thus a vital aspect of any marketing plan or strategy. In this concluding lesson, students build on concepts from previous lessons to plan, execute and reflect on a project on consumer behavior. For this project, they are asked to prepare and survey their peers in the class for their perceptions and behaviors around a particular product. This is then compared to an analysis of the marketing strategies of this product to arrive at some general observations. The Knowledge@Wharton article provides some basic resources for survey preparation. Other aspects are discussed and resolved in class.