Consumer Behavior assignment with the Millionair book

Assignment: The following assignment relates to “The Millionaire Next Door” and your

consumer behavior textbook “Buying, Having, Being” by Solomon.

Purpose: The intent of the assignment/project is for you to: (1) demonstrate recognition

of the applicability of consumer behavior concepts and theories to real world scenarios

and/or circumstances and (2) highlight your ability to build sound arguments. In addition,

the project serves to meet the following course objectives as outlined in the course

syllabus:. 1a) Our students will evaluate business problems and formulate plausible solutions consistent with theory and practice. 1d) Our students will produce professional quality business documents.

Format: Times New Roman 12-point font double-spaced 1.00-1.25 inch margins. Also,

pay attention to grammar and spelling-points will be deducted for these mistakes.

Read only Chapter 3 and 4 of the  Millionaire book and apply concepts from the consumer behavior textbook

In responding to each question your answers should be well thought out and insightful.

Submissions will be graded based on the applicability of the theory or concept as well the

strength of supporting arguments. The page limitation set for each question will help you

focus your thoughts in responding so as to eliminate all of the extra “stuff”.  Please note:  Do not exceed the stated page limit for each question.  Responses exceeding the page limit will not be graded.  In other words, for example, if there is a 2-page limit and 3 pages are submitted only the first two pages will be considered for grading.  

In answering your questions, information regarding the specific concept or theory referenced should be included (i.e. concept of theory name and page number from text). 

If there are any questions please do not hesitate to contact/see me with your questions.  

Chapter 3- Page limit: 2

1. Discuss which consumer behavior concept most closely relates to the effect that

concerns, fears and worries of Dr. North and South could have on their

consumption habits. Explain how and why.

2. In addition to the factors described in the book, what other factors might explain

why doctors are UAWs.

3. Compare and contrast the North’s and South’s car shopping methods to the

consumer decision making process (How do the North’s and South’s car shopping

methods compare to the consumer decision making process?).

Chapter 4- Page limit: 2

Millionaires are expected to drive certain kinds of cars. Based on the chapter you have

just read from “The Millionaire Next Door” use the text book consumer behavior (Solomon) to find and list four theories or concepts that might explain why non-millionaires drive vehicles that are

expected of real millionaires? You should list each theory or concept and in 5 sentences

or less explain why this theory is applicable. Answer in the following manner:

. Theory/concept- This is the reason …

. Theory/concept- This is the reason …

. Theory/concept- This is the reason …

 ***TOTAL 4 PAGES, 2 PAGE FOR CHAPTER 3 AND 2 PAGES FOR CHAPTER 4

*** PLEASE REFER TO GRADING GUIDANCE***

Grading Guidelines

90-100 points An excellent project. This project/presentation is very polished, superb and there is little room for improvement. The project: is well organized, an interesting read, provides insight about the topic

being addressed and draws conclusions that are very well supported. It also makes very good/several connection between the project and concepts covered in class. Arguments are very well supported.

80-89 points A good project (above average). The project is well written, thoughtful, fairly error free with few organizational problems. Good transitions. Neat/Clean. It also makes some (at least a few) connection between the project and concepts covered in class.

70-79 points A nice project (average). Nothing very striking.  Few errors but rather dry or superficial. Only the obvious is stated with no real insights. Basically only the guiding questions are answered. It makes only a couple of connections between the project and concepts covered in class.

60-69 points A poor project (below average). This is a poorly written, poorly

organized project. Again, only the obvious is stated with no insight or support for conclusions drawn. No connections made between the project and concepts covered in class.

59 or below Unsatisfactory. This paper of this nature seems to be thrown

together with little or no thought. No organization, poorly written,

no insight, no conclusions. No connections made between the project and concepts covered in class.