El papel de la mujer en la compra: Una tipología del consumidor basada en las decisiones vacacionales

This paper aims to analyse the woman’s role in the family vacation decision. Specifically, we intend to identify different typologies of women based on pre and post vacation decision, women’s’ lifestyles and socio-demographic variables. Information was obtained through 300 questionnaires addressed to married or cohabiting women. Findings revealed the existence of three differentiated clusters according to dissimilar women’s’ dissimilar roles: women who have a more active during holidays planning; women who, in general terms, have a minor importance in holidays decision making; and women who play a more active role during the holidays. Findings suggest to further explore the influence of women’s’ lifestyles in family vacation decisions.