Consumer Behavior MKTG 301 Chapter 12 Discussion Topic

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 A) STRUCTURAL VARIABLES -- Age … 25 – 50 <or> 65+ RETIREE -- Marital Status -- Married -- Occupation -- Professional -- Income … $100 K+ -- Children … None <or> Retiree Kids/Grandkids * PETS – Important to Family Identity * ETHNICITY – Vital to the cultural compatibility of Household design and family relationships -- Geography. . . New Mexico B) SOCIOLOGICAL VARIABLES 1. Cohesion a) CLOSE -- open design, consistent and unified décor themes. * Also – Close Cohesion can be created with smaller rooms or entertainment activities designed within a large area of space b) LOOSE -- spacious design allows for relationship distance and single purpose rooms divide time shared based 2. Adaptability … LOW -- home design seems unified and geared for a consistent behavioral pattern with regular roles performed in the house 3. Communication … HIGH – open, bright and airy design facilitates shared presence, even if different activities are conducted in separate rooms JOINT Decision Making is reflected in the consistent design theme, as well as the conduciveness of décor for a wide range of male and female activities. 1. SINGLE -- Professional female or male upper –middle class individuals who are either never married, divorced, or a spousal survivor (retired). A) THE “YO MOMMA” CHART 1. JUNE CLEAVERS “modern version” of woman with close husband relationship who enjoys performing traditional nurturing home making, and hostess roles – without compromising her freedom individuality or self esteem 2. MARRIED – Double income couple either 25 – 50 professionals without kids 3. FULL NEST I – The spacious household is capable of comfortably fitting a young couple with one or two children 3. EMPTY NEST – Retirees with kids that have left the home, but regularly return for extended visits and holidays with grandkids * PETS are an important Life-Cycle adjustment for Single, Married and Empty Nest households, 2. MOTHERS OF INVENTION innovative women who accomplish home responsibilities while simultaneously finding satisfaction in professional or personal pursuits that are unrelated to home roles. B) CHILDREN: 1. Not an issue for 25 – 50 age group 2. Socialization as independent and comfortable presence among kids and adults, based on the open design, modern décor, and absence of kids-themed rooms.