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 DECISION (C) LIFE-CYCLE STAGE (D) INFLUENCE OF WOMEN’S & CHILDREN’S ROLES Structural Variables: a) Size of H-hold – 4/5 with 2/3 kids b) Younger Age head of H-hold c) Married d) Upscale professionals Sociological Variables: a) High Cohesion – open home design for collaboration and free interaction b) High Adaptability – social activity layout and location suggest a family with flexible characteristics able to adjust to different types of engagements, entertainment, and experiences c) High Communication – spacious well furnished gathering areas (e.g., entertainment center, kitchen, living room, decks/patios, etc.) appeal to families comfortable with shared presence and conversation. Design and décor signal either: a) “Joint purchase decisions for separate activity rooms/quarters with joint aesthetic/amenity input. b) “Autonomic” purchase decisions with husband controlling fishing and exterior features/furnishings and wife controlling living quarter features/furnishings. c) “Wife dominant” purchase decisions with husband involved as financial contributor, but not determining aesthetics/amenities. Perhaps – YOUNG MARRIED – without kids, with social lifestyle that includes the children of relatives and friends visiting. Seems like a home value, floor plan, and design for FULL NEST II & III (accounts for children in home who are old enough to be responsible and not need special care) I feel like this home is a FULL NEST III because the children are most likely already older and the parents are in the point of their lives where they can enjoy life a little more and just relax. The father goes out fishing on his free time on the new boat he just purchased with the higher income at his older age. I believe that the couple living in the HGTV dream home is a family consisting of a FULL NEST II or III. If the family was an empty nest there would be no reason to have children's rooms in the ground plan to begin with. The children's rooms support that “Life Cycle Stage” classification. This dream home is ideal for a family that is either in the life cycles of FULL NEST II or III or possibly even EMPTY NEST. I believe this because this house has multiple exits that lead outside of the house, and if a family has small children it would be a constant task of having to be very cautious and monitor a small child’s ever move. Also, there is the constant worry regarding children near the pool and beach, which would make “Full Nest I” families hesitant. Possibly – EMPTY NEST late middle-age retirees with income and affluent lifestyle suitable for a home designed for social activities with family and grandkids Children “users” not other decision roles Wife was possibly “initiator, influencer, buyer, decider, user” Most likely role is “Mother of Invention” – high self Actualization – because of home design and access to numerous activity venues that require the high self esteem of a mother whose family identity is associated with social status and independent self assured interaction. Potentially, “June Cleaver Mother” who derives satisfaction from anchoring family social activities as the hub of the home. The mother is a “June Cleaver” mother because she stays at home and decorates the house having picked everything in the home except for the fishing room and garage. I agree with the “June Cleaver mother” idea simply because the dream home I toured (the one in the Florida Keys) it is ideal for a house wife to devote her time to entertaining family/guests. This house is ideal for a hostess simply because of its ideal location and the many amenities that can entertain guest (i.e. the ocean and boating docs). I also believe that the mother plays a "June Cleaver Mother" role seeing as how much of her role in the home seems to be organizing and holding social activities at her home. Plausibly a “Strong Shoulders Mother” also given the earning potential and wealth of single female professionals who thrive in BOTH family and social lifestyle roles. I do not believe that the presence of children plays much of a role in the design of the home. It seems to be geared and anchored towards the parents.