In this assignment, I am choosing the example of purchasing a Michael Kors (MK) perfume at Sam’s club. On August 31st, a few friends and I were preparing for a birthday surprise for our classmate Emily. Before her birthday celebration, we went shopping at Sam’s club, and I acquired a Michael Kors Ladies Eau De Perfum Spray 3.4 fl. oz. that retailed at $49.98.
All presentations should make good use of ideas from the book whenever it can add value, and there
should be many, many opportunities to do so. Whenever you are using a term from the book, be sure
to make that clear. Say something like, “As the book states…” when you are about to use a term from
the book in your presentation. Also, make sure I know you know what you’re describing and make it
clear you understand the term you are using.
Consumer Behavior, 13th Edition
By: Michael R. Solomon
Gift-Giving Ritual – Consider the gift ritual as described in the book and go over it in detail. Assume that you were given a gift of the item that you purchased for your consumption experience by someone. From whom would the gift be appropriate? From whom would it be offensive or irritating to receive it as a gift? Be sure to detail the steps as outlined in the book
and include ideas from other parts of the book to help form your arguments.
Situational Factors – Provide an analysis of the situational factors that relate to your
consumption experience. Include references to how time fits with your purchase, your general
approach to time (based on the perspectives in the book), and your situational self-image at the
time of the purchase. Provide a good argument for the positions that you take.
Multiattribute Attitude Model – The product you purchased has at least two competing (or
perhaps substitute) products. Create a table of attributes and show how your attitude toward
the product would be constructed on one of your slides. (The table should be similar in structure
to Table 8.1, but it should have content that is obviously relevant to your situation.) This should
be one table (with the product you purchased and two other possible products to compare) that
you describe in detail, to include a walk of the process of doing any necessary math.
Include the name of the model you’re using (which is also used for Table 8.1), and some
descriptions of the items in the table.