Downloaded 239 times
Uploaded byAshutosh Agrawal
Social class(Consumer Behavior)
This document discusses social class and its impact on consumer behavior. It defines social class as a continuum based on social position in a society. Social class is hierarchical and reflects a person's relative social status and prestige. Individuals compare themselves to others to determine their social standing through status consumption. Social class can be measured objectively using indexes that consider factors like occupation, education, and income. Marketers must understand how social class influences factors like shopping preferences, leisure activities, spending habits, and responses to advertising. However, social class is difficult to measure and individual dimensions may better predict behavior.
More Related Content
Similar to Social class(Consumer Behavior)
Social class(Consumer Behavior)
- 1. Social class andits impact. Presented by: Ashutosh Agrawal
- 2. Evaluation of theword… • Society - A society, or a human society, is a group of people involved with each other through persistent relations, or a large social grouping sharing the same geographical or social territory, subject to the same political authority and dominant cultural expectations. Source- http://en.wikipedia.org/wiki/Society
- 3. What is asocial class? • Social class can be thought of as a continuum which includes a range of social position on which each member of the society can be placed, divided into a small number of specific social classes, or strata… Source- consumer behavior 10th edition Leon G.Schiffman, Leslie Lazar kanuk, S. Ramesh Kumar. Pg. no.-329
- 4. Characteristics of SocialClass • Is hierarchical • Is a natural form of segmentation • Provides a frame of reference for consumer behaviour • Reflects a person’s relative social status • In Canada, individuals can up or down the social class hierarchy
- 5. Social Class andSocial Status • Status is frequently thought of as the relative rankings of members of each social class –wealth –power –prestige
- 6. Social Comparison Theory •states that individuals compare their own possessions against those of others to determine their relative social standing.
- 7. Status Consumption • Theprocess by which consumers actively increase their social standing through conspicuous consumption or possessions
- 8. Social Class Measurement •Subjective Measures: individuals are asked to estimate their own social-class positions • Reputational Measures: informants make judgments concerning the social-class membership of others within the community • Objective Measures: individuals answer specific socioeconomic questions and then are categorized according to answers
- 9. Objective Measures • Single-variable indexes –Occupation – Education – Income – Other Variables Composite-variable indexes – Index of Status Characteristics – Socioeconomic Status Score
- 10. Index of StatusCharacteristics (ISC) • A composite measure of social class that combines occupation, source of income (not amount), house type / dwelling area into a single weighted index of social class standing.
- 11. 11-11 Socioeconomic Status Score(SES) • A multivariable social class measure used by the United States Bureau of the Census that combines occupational status, family income, and educational attainment into a single measure of social class standing.
- 12. What is MiddleClass? • The “middle” 50% of household incomes Households made up of college-educated adults who use computers, and are involved in children’s education • Lower-middle to middle-middle based on income, education, and occupation (this view does NOT include upper-middle which is considered affluent)
- 13. 11-13 What is WorkingClass? • Households with lower earnings; control more than 30% of the total income in the U.S. • These consumers tend to be more brand loyal than wealthier consumers
- 14.
- 19. Impact of socialclasses on marketing…. • Let us rewind……. Economics… Demonstration effect…
- 20. Cont.. • Clothing, Fashion,and Shopping – Where one shops – External point of identification • The Pursuit of Leisure – Type of leisure activities differ » continued
- 21. Cont.. • Saving, Spending,and Credit – Level of immediate gratification sought varies • Responses to marketing communication – Upper classes have a broader and more general view of the world – Regional variations in language rise as we move down the social ladder – Exposure to media varies by social class » continued
- 22. 11-22 Limitations of SocialClass • Social class is more difficult to measure than income • Many purchase behaviours are related more to income than social class • Consumers often use expected social class for their consumption patterns • Dual incomes have changed consumption patterns • Individual dimensions of social class are sometimes better predictors of consumer behaviour
- 23.