Consumer Behavior Homework 4 50 points Submit on Blackboard
The Instructions
· You will write a 5-page double-spaced paper using a 12-point font.
· Your goal is to review the specific facts in the report that is assigned, answering the specific questions I ask.
· You will also summarize what you learned about consumer behavior by reading the report. Make sure you include insights from the class when you write this section.
· When you write the assignment, make sure you title the document Last Name, Homework number. An example would be Gomez, Consumer Behavior Homework 1.
· Put your name and the course number at the upper left of the homework.
· Format your writing so that each section of your writing relates a specific question I asked. Do not include my question in your writing. For example, title the first section Q1. Then answer the question. Then have a separate section for Q2, Q3, etc.
The Grading Rubric
· Did you fully answer each question by responding to the specific questions I asked?
· Did your paper meet the length requirements? Was it 5 pages?
· Did your paper have more than 2 major spelling errors? Make sure you capitalize proper names (the names of companies and events, etc.).
· Did you spell check your work so there were less than 2 major grammar errors? You can use a grammar checker in Word or any other word processing program.
Here is the Assignment for Homework 1
· Read the report, “Bling It On”
· Answer each of the following questions. Make sure you cite specific information from the report. Briefly discuss your ideas about what you learned by reading that section. You must write 100 words or more to answer each question.
· Q1 (10 points) – Describe what the report said in the sections “Findings at a glance” (pages 4 and 5), When you discuss the Findings, make sure you also describe what the report said about The Survey Scope where it describes how the survey was conducted (pages 32 and 33). Describe what the report says in the section titled “Lessons and strategies” (pages 6 and 7), and the section titled “The millennial core” (page 8). Describe what the report said about the Millennial Core, as well as lessons and strategies on how to reach them. Discuss the extent to which you feel the description of the Millennial core accurately reflects what you are all about as an individual and as a consumer, and the extent to which you feel the Lessons and Strategies described here might be an effective way to reach Millennials like you (or not).
· Q2 (10 points) –Read the section titled “Rise of the ‘Digital Native” (pages 10 and 11). Describe how the report explains the concept of digital native brands. On your own, find a brand that you feel is a Digital Native, as described in this report. Then, tell me why or why not you feel a digitally native brand might appeal to you more than a traditional brand.
· Q3 (10 points). –Read the sections titled “The Millennial Mindset,” “Influence and the Purchase Decision,” and “The Buying Moment” (pages 12 to 17). Describe what the report says about the extent to which Millennials buy for themselves, not for others, how Millennials hear messages from multiple channels, simultaneously, and how impulse and occasion drive millennial luxury buying Make sure you describe what the report says about country by country differences. Take a look at how you and your friends shop, and discuss how you are experiencing (or not) these trends in your life.
· Q4 (10 points) – Read the sections titled “How and Where Millennials Buy,” “Personalization and Experience,” Putting a Price on Sustainability,” and “How Strong is Premium Brand Loyalty (these are on pages 22 though 28). Describe what the report says about each of these trends. Compare country-by-country differences. Discuss How and When YOU buy and compare it to what the report said. Discuss the extent to which a brand offers you a chance to personalize your experience might make you more likely to purchase that brand. Discuss how the sustainability of brands affects your purchase decisions. Discuss the extent to which you are loyal to brands vs. the extent to which you are likely to purchase generic brands.
