Chapter 12 Discussion Topic: “DREAM” HOME DECISION

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Presentation transcript:

Chapter 12 Discussion Topic: “DREAM” HOME DECISION Consumer Behavior [MKTG. 301] Chapter 12 Discussion Topic: “DREAM” HOME DECISION Chapter 12: HOW DOES EACH CONCEPT APPLY TO THE VACATION HOME DECISION? (A) TYPE OF HOUSEHOLD (B) HUSBAND/WIFE JOINT DECISION (C) LIFE-CYCLE STAGE (D) INFLUENCE OF WOMEN’S & CHILDREN’S ROLES Group 2> Colorado Home * Structural Variables - Age (Mid) - Income (Upper) - Occupation (Professional) Groups 1,3,4> Florida Keys Home - Age (Senior) - Income (Upper-Middle) - Occupation (Retired) * Sociological Variables - Close knit “cohesive” sharing beach/boating together - Adaptable, willing to change household roles in home Group 1> Florida Keys Home Fishing & room amenities suggest “Husband Dominant” … but the pastel colors and other décor indicate a “Wife Dominant” role, or perhaps “Joint Decision” Group 2> Colorado Home Wood & outdoor aesthetic suggest towards “Husband Dominant” Empty Nest 1, place to enjoy activities with kids/ grandkids without hassles of a confined house or visiting at their home. Full Nest I or II – best family stage to enjoy the many kids room amenities and partake in youthful skiing/snow activities Group 3> Florida Keys Home Empty Nest II best for type of home with small social group, and more income than “I” “June Cleaver Mom” devoting time to “home making” while other members enjoy the comforts ALSO heavy influence of visiting children/grandchildren “June Cleaver Mom” keeping the many kids and kid room aspects tidy and organized, as well as planning fun meals and activities Group 4> Florida Keys Home Special focus on grandkids with specific activities (fishing/boating) planned to support cohesiveness