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.
1b) 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..