![Consumer Behavior [MKTG. 301] Chapter 12 Discussion Topic: VACATION HOME DECISION Chapter 12: HOW](https://present5.com/presentation/fef37cf6468cdacfdce0efeb4e6a1028/image-1.jpg "Consumer Behavior [MKTG. 301] Chapter 12 Discussion Topic: VACATION HOME DECISION Chapter 12: HOW")
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 HOUSEHOLD (B) HUSBAND/WIFE JOINT DECISION (C) LIFE-CYCLE STAGE (D) INFLUENCE OF WOMEN’S & CHILDREN’S ROLES 1 ST HOUSE FITS BEST 2 ND HOUSE FITS WELL 3 RD HOUSE EXCEEDS • Structural Variables – middle age head of household, duoprofession married couple with one daughter • Sociological Variables – close “cohesion” and high “adaptability” with open “communication” • VACATION HOME “Roles” – Wife “initiates” for relaxation, all members “influence” & “use, ” both husband/wife “decide/buy” 3 RD HOUSE FITS BEST 1 ST HOUSE FITS AFFORDABLY • “Syncratic” equal involvement in VACATION HOME purchase is exhibited through balanced weighting of features desired by both spouse. Husband prefers golf course proximity, outdoor yard facilities and sturdy home construction. Wife prefers beach proximity, interior floor plan and amenities for socializing, and comfort for her daughter. 2 ND HOUSE (on neighborhood street) FITS FLC BEST • Full Nest I family presently, with influences from future Life Cycle Stages will also alter how the VACATION HOME features fit preferences. 1 ST HOUSE & 3 RD HOUSE FIT ACTUALIZATION & QUALITY MOM TIME • “Mother of Invention” because of high self actualization in her role and high father involvement. • However, preference for relaxation in VACATION HOME suggests that the role of “June Cleaver” traditional mother may fit while vacationing.
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