1. 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 ]
* “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