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    Social Class Influence &amp CB

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    Aditya
    Social class influences consumer behavior and can be defined as a status hierarchy that classifies groups based on esteem and prestige. Social class results from socioeconomic factors like education, occupation, and income level, and leads to unique consumer behaviors for each class. Marketers develop targeted marketing programs and product offerings for different social classes based on factors like lifestyle, activities, interests, and opinions that make each class homogeneous. Common social class categories include upper, middle, and lower class.

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    Social Class Influence &amp CB

    Uploaded by

    Aditya
    284 views8 pages
    Social class influences consumer behavior and can be defined as a status hierarchy that classifies groups based on esteem and prestige. Social class results from socioeconomic factors like education, occupation, and income level, and leads to unique consumer behaviors for each class. Marketers develop targeted marketing programs and product offerings for different social classes based on factors like lifestyle, activities, interests, and opinions that make each class homogeneous. Common social class categories include upper, middle, and lower class.

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    Social Class Influence & CB

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    Social class influences consumer behavior and can be defined as a status hierarchy that classifies groups based on esteem and prestige. Social class results from socioeconomic factors like education, occupation, and income level, and leads to unique consumer behaviors for each class. Marketers develop targeted marketing programs and product offerings for different social classes based on factors like lifestyle, activities, interests, and opinions that make each class homogeneous. Common social class categories include upper, middle, and lower class.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    284 views8 pages

    Social Class Influence &amp CB

    Uploaded by

    Aditya
    Social class influences consumer behavior and can be defined as a status hierarchy that classifies groups based on esteem and prestige. Social class results from socioeconomic factors like education, occupation, and income level, and leads to unique consumer behaviors for each class. Marketers develop targeted marketing programs and product offerings for different social classes based on factors like lifestyle, activities, interests, and opinions that make each class homogeneous. Common social class categories include upper, middle, and lower class.

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    SOCIAL CLASS

    INFLUENCES&CONSUMER
    BEHAVIOUR
    Social Class
    Birds of a feather flock together”
    • Social class – a status hierarchy by which
    groups and individuals are classified on the
    basis of esteem (regard, respect) and
    prestige (reputation, influence derived from
    achievements). – American Marketing
    Association
    • The different lifestyles of social classes lead
    to different benefits being sought
    Meaning of social class

    • Social class can be viewed as a range of


    position in a society . Social class define the
    ranking of people in a society in to a hierarchy
    of distinct status class;
    Upper,Middle,Lower,so that the member of
    class have relatively the same status based on
    their power & prestige.
    Social class result from socio-
    economical factor
    • Social eco Social class Unique
    Factor Behaviour

    Education Upper class Preference


    Occupation Middle class Purchase
    Income level Lower class consumption
    Ownership
    Group Activity
    • Assume you are a travel agent selling vacation packages to
    different social classes.
    • Discuss and create a plan for:
    – (1) vacation packages to offer (destination, accommodations,
    food, etc.)
    – (2) advertising and appeals used
    – (3) media location
    • Do this for (a) upper class, (b) middle class, and (c) lower
    class.
    • Discuss if YOUR product is better suited for upper, middle,
    or working class and why.
    • Write down your ideas and be prepared to share with the
    class.
    Nature of social class
    • Social class based on many component not only on
    income & Occupation. Housing is another consideration in
    social class ditermination.markter generally believe" You
    are where you live”
    • Social class are hierarchical that is, From high status to
    low status.
    • Social class are homogeneous.based on similar factor such
    as education,activities,intrests,opinion ,attitude, Social
    class are viewed as homogeneous divisions of a society.
    • Social class help the marketer devlop appropriate
    marketing programmes for social class segment.
    India's top status symbols
    1. Education degree
    2. Car
    3. Home location
    4. Cell phone
    5. Children school / College
    6. Credit card
    Social class categories
    • W.Lioyed identified six social class structure
    Upper Upper, Lower Upper, Upper Middle, Lower middle, Upper lower , Lower lower.
    Basically it is divided in to three categories
    • Upper class
    • Middle class
    • Lower class

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