Fall 2011, version 9-6-2011
Name: Type your name here
Date: Type the due date here
Class Section: Type your class section here
Here is the link to the home page of BuILDR: http://dev.montevallo.edu/scob/BuILDR
Assemble the information from BuILDR, answer the questions below, and then edit and format this document to look like a "professional report” by deleting all text in italics and adjusting the page breaks and formats. You must use the fonts and formatting in this template. Remember to save this document to a disk or jump drive!
P RODUCT
Choose one product or product type from your industry to study in this module.
Type in the name of the product or product type here (note: this is not a brand name).
C ONSUMER E XPENDITURES
Go to Consumer Behavior: Consumer Expenditures.
Click on the instructions for the Consumer
Expenditure Survey (CE).
Choose a table from the CE Survey that is relevant to your product and target market (for example, age, income, education, etc.). Give the number of the table and the complete name of the table below for the expenditures table and the shares table.
CURRENT EXPENDITURE TABLE Table Number and Name: Type response here
CURRENT EXPENDITURE SHARES TABLE Table Number and Name: Type response here
Looking at these tables, choose a category of spending that includes the spending on your product type
(for some products, this will be very clear, for others you will need to think about it carefully).
Category of Spending (Item): Type response here
Reason for Choosing this Category: Type response here

Provide the data on that category of spending here in terms of the dollar amounts and percentages for two different segments of consumers and discuss. The segments are defined by different columns in the data table you chose (for example, if you chose the “age” table, the segments might be “25 & under” and
“45-55”).
All Consumer Units Segment 1 (type column heading here)
Segment 2 (type column heading here)
Characteristics of Segment
Average Annual Expenditures
Leave blank
Fill in
Fill in
Fill in
Fill in
Fill in
Share of Average Annual
Expenditures
Fill in Fill in Fill in
Discussion:
Discuss here what you can conclude from the data in the table above. How do the segments differ? What does the "share" of expenditures tell you that the dollar value doesn't?
Type response here
L IFE S TYLES OF C ONSUMERS
Go to Consumer Behavior: Life Styles of Consumers.
Click on the instructions for the Bureau of Labor
Statistics.
Look at two categories of activities in the American Time Use Survey (ATUS) that are related to the purchase and/or use of your product. Look at the most recent year (2010) and the oldest year
(2003).
Activity Category #1: Type response here
Reason for Choosing this Category: Type response here
Activity Category #2: Type response here
Reason for Choosing this Category: Type response here

Provide the data on those activities in the tables below.
Year: 2008
Activity
Average percent engaged in the activity per day
Fill in #1 here
Total
Fill in %
Men
Fill in %
Women
Fill in %
Fill in #2 here
Year: 2003
Fill in % Fill in % Fill in %
Average hours per day for persons engaged in this activity
Total
Fill in hrs
Fill in hrs
Men
Fill in hrs
Fill in hrs
Women
Fill in hrs
Fill in hrs
Activity
Fill in #1 here
Fill in #2 here
Average percent engaged in the activity per day
Total
Fill in %
Fill in %
Men
Fill in %
Fill in %
Women
Fill in %
Fill in %
Average hours per day for persons engaged in this activity
Total
Fill in hrs
Fill in hrs
Men
Fill in hrs
Fill in hrs
Women
Fill in hrs
Fill in hrs
Discussion:
Discuss here what you can conclude from the data in the table above. How does the use of time in those categories differ between men and women? How did the use of time in those categories change over the last five years? If they changed, why do you think that happened? If they didn’t change, why not?
Type response here
VALS T YPE
Go to Consumer Behavior: Life Styles of Consumers.
Click on the instructions for the VALS Survey,
Demographics and Behaviors.
Take the VALS survey. Into which VALS segment did the survey classify you? (If you are categorized into more than one, choose one to answer the questions below)
Type response here
P RIMARY M OTIVATION
What is the “Primary Motivation” for your VALS type?

Type response here
R ESOURCES
What is the tendency with regard to “Resources” for your type?
Type response here
P OINTS OF A GREEMENT /D ISAGREEMENT
Do you agree with the way the VALS survey classified you? Use the table below to explain where and how you agree or disagree. Include characteristics from the paragraph summaries of the VALS types as well as the data from the Sample Demographics and Behaviors .
Description of your VALS Type Agree? Why or Why not?
Characteristics of your VALS type
Characteristics of your VALS type
Characteristics of your VALS type
Characteristics of your VALS type
Characteristics of your VALS type
Characteristics of your VALS type
Sample Demographics and Behaviors
Sample Demographics and Behaviors
Sample Demographics and Behaviors yes or no Explain here
Explain here
Explain here
Explain here
Explain here
Explain here
Explain here
Explain here
Explain here
L EARNING E XPERIENCE ON THIS M ODULE
Write about your learning experience on this module. What did you expect? What surprised you? What did you learn that was most useful?
Type response here
Print and attach the grading sheet on the following page. You will fill it out in class on the day you turn in this assignment.

Your Name:
Comments Criteria
C OMPLETENESS :
Collected information for all questions
Followed instructions correctly
Weight Score
35
35 Q UALITY OF A NALYSIS :
Applied concepts correctly
Answers are focused and thoughtful
P RESENTATION :
Formatting, grammar, no typos
Written clearly
Quality of charts/graphs
H ANDLING
D
EVIATIONS
/P
ROBLEMS
:
Made appropriate choices
Good notes explaining alternatives
Total
20
10
100