Chapter 12: HOW DOES EACH CONCEPT APPLY TO THE VACATION HOME DECISION? Consumer Behavior [MKTG. 301] Chapter 12 Discussion Topic: VACATION HOME DECISION Chapter 12: HOW DOES EACH CONCEPT APPLY TO THE VACATION HOME DECISION? (A) TYPE OF FAMILY/HOUSEHOLD (B) HUSBAND/WIFE JOINT DECISION (C) LIFE-CYCLE STAGE (D) INFLUENCE OF WOMEN’S & CHILDREN’S ROLES “Family Variables” Focus is on “nuclear family & the couple’s “family of procreation” “Structural H-hold Variables” *Household size is small at 3 (2 adults & 1 child) *Head of household age is 30-40 *2 income professional employment *Upper middle-class status “Sociological Variables” *Cohesive -- shared ideals/activities *Adaptable – coordinates changing authority, as well as “functional” and “expressive” roles based on the situation (e.g., “ENTERTAINING”) *Communicative – discuss cares and concerns for family and lifestyle. For instance, the urban professional stressful lifestyle with few open/quiet/safe spaces led to the idea of a vacation home as an “ESCAPE” Spousal Decisions [Fig. 12.3] * Joint (“syncratic”) Roles – equal spouse involvement Husband responsible for considering vacation home structural & exterior features Husband knows golf course Wife responsible for considering vacation home aesthetic & interior features Wife knows kids/kitchen Both address views & beach Both address entertaining Both address financials FLC [Table 12.1&Fig.12.4] * “Full Nest 2” – school age child Total income and disposable income rising Discretionary family leisure spending increases Purchases that benefit entire family and invest for the future are prominent Type of Mom [Fig. 12.10] * “Mother of Invention” – husband involvement Enjoys motherhood but works outside of the home Has her own ideas and is confident … but cooperative Creative methods used to balance career and home – like time devoted to a vacation home * Child Influence moderate/high Focus of both parents Affects vacation home choice Needs open secure relaxed play