Social class and consumer behavior

Information about Social class and consumer behavior

Published on October 28, 2009

Author: bbsingh1971



Social class and consumer behavior : Social class and consumer behavior “ It is defined as division of members of a society into a hierarchy of distinct status classes, so that members of each class have relatively the same status and members of all other classes either have more or less classes Measurement of social class : Measurement of social class often measured in terms of social status To estimate social class, status factor i.e. Relative wealth Power Prestige are frequently used The dynamics of social status : It is a related concept based on consumption A Five question status consumption I would buy a product jut because it has a status I am interested in new product with status I would pay more for a new product if it has status The status of a product is irrelevant to me A Product it more valuable to me if it has some snob appeal The dynamics of social status Classification of a social class : Classification of a social class Social class is hierarchical and a form of segmentation Social class Categories a. Two category social class b. Three category(L.M,U c. Four category(L,L-M,U-M,U) d. Five category(L,L-M,M,U-M,U) e. Six category((L-L,U-L,L-M,U-M,L-U,U-U) f. Seven Category(RL-L,A lower group of people but not the lowest, working class, MC, U-M,L-U,U-U) g. Nine category social class (L-L,M-L,U-L,L-M,M-M,U-M,L-U,M-U,U-U) % Distribution of five category social- class : % Distribution of five category social- class Upper - 4.3 U-M - 13.8 M - 32.8 W - 32.3 L - 16.8 Slide 6: Upward Mobility Downward Mobility The Social class mobility Slide 7: Friendship group Shopping groups Work groups Virtual groups Brand communities Consumer action groups Celebrities Selected consumer behavior application of the social class Slide 8: Concept a. Nuclear b. extended family c. Single parent family Function of the family a. Socialization(Children , adult and intergenerational ) b. Economic well being c. Emotional support d. Suitable family lifestyle Family life cycle The family Selected consumer related reference groups : Friendship group Shopping groups Work groups Virtual groups Brand communities Consumer action groups Celebrities Selected consumer related reference groups The family : The family Concept: “ traditionally it is defined as two or more persons related by blood, marriage, or adoption who reside together.” Family and house hold: The Family : The Family Types of family: Married couple Nuclear family Extended family Ever-changing household spending pattern Socialization of family members Slide 12: Consumer socialization of children: Consumer socialization of children“ is the process by which children acquire the, skill , knowledge, attitudes, and experience, necessary to function as consumer” Adult consumer socialization: Intergenerational socialization: Simple model of socialization process : Simple model of socialization process Young person Other family members Friends Influence more basic values behavior Moral /Religious principal Interpersonal skill Dress/grooming standard Manner & speech Educational motivation Occupational & career goal Consumer behavior norms Influence more expressive attitudes/ behavior Style Fashion Fads “ In/Out Acceptable consumer behavior Preadolescent Adolescent Teenager older Slide 14: Economic well being Emotional support Suitable family life style Function of a family Family decision making : Family decision making Key family consumption role Dynamics of husband – wife decision making a. Husband dominated b. Wife dominated The Eight role in family decision making process : The Eight role in family decision making process Influencer Gatekeeper Decider Buyers Preparers Users Maintainers Disposers The expanding role of children in family decision making : The expanding role of children in family decision making Tactics use by children to influence their parents, Pressure tactics Upward appeal Exchange tactics Coalition tactics Ingratiating tactics Rational persuasion Inspirational appeal Consultation tactics Family life cycle : Family life cycle Traditional FLC Five stages: a. Bachelorhood b. Honeymooners c. Parenthood d. Post parenthood e. Dissolution Influence of culture on consumer behavior : Influence of culture on consumer behavior What is culture “ It is defined as sum total of learned believes, values, and customs that serve to direct the consumer behavior of members of a particular society “ Culture is societies personality To study culture we needs to learn about, factors such as food, language, religion, art, technology , work pattern, products, music, and other artifacts. Three level of subjective culture : Three level of subjective culture Supranational National Group Theoretical model of cultural influence on behavior : Theoretical model of cultural influence on behavior Personality traits Cognitive believes Attitudes Behavioral intention Behavior Social norms Practice values Subjective culture Religion Ethnic Religious Linguistic National Professional Organizational Group Characteristics of culture : Characteristics of culture Culture is learned Formal learning Informal learning Technical learning Enculturation Acculturation Language and symbol Rituals Culture is shared Culture is dynamic The measurement of culture : The measurement of culture Content analysis Consumer fieldwork Value measurement survey instruments Relationship between culture and subculture : Relationship between culture and subculture Sub cultural traits of south Indians in India Sub cultural traits of North Indians in India Dominant Indian cultural trait Subcultures and Consumer behavior : Subcultures and Consumer behavior What is subculture “ A Distinct cultural group that exist as an identifiable segment within a larger more complex society” Types of subculture: Religious, Hindu, Christian, Muslim, Jews, National, Indian , American, Pakistani, Arabian Geographic, Northern, Southern, Central Eastern Racial, Asian, African, American Age Teenagers, Xers, elderly Sex Male, Female Occupation Bus driver, cook, professional, scientist Social Class Lower, middle, upper Sub cultural interaction : Sub cultural interaction At any given moment a consumer is a member of more than one sub-cultural segment. Example: a young, Asian, south-Indian living in eastern part of the country It is important that marketers know and understand how the multiple sub-cultural interaction take place to influence the target consumers relevant consumption behavior. Promotional strategies should not be limited to target a single sub-cultural membership Cross cultural consumer behavior-an international perspective : Cross cultural consumer behavior-an international perspective The imperative to be multinational Acquiring exposure to other culture Country of origin affects COD,COA,COP National identity : National identity National identity Ethnocentrism Belief structure Cultural homogeneity National heritage Slide 29: Cross cultural consumer analysis a. Similarities and difference among people The growing global middle class a. The global teen age market Acculturation a must to start with and succeed Distinct characteristics of cross cultural analysis a. Applying research techniques Cross cultural consumer analysis Alternative Multinational Strategies Global Vs Local : Alternative Multinational Strategies Global Vs Local Favoring a world brand Are global brands different Three characteristics of global brands a. Quality signal b. Global myth c. Social responsibility Slide 31: Global brand extension and consumer reaction Adaptive global marketing Combining global and local strategies Alternative Multinational Strategies Global Vs Local Cross cultural psychographic segmentation : Cross cultural psychographic segmentation Segments: Mkt Size Description Strivers 23% Materialistic, ambitious, Dvouts 22% Traditional value self content Altruist 18% Social issues and causes Intimates 15% Inward family, focus on relationship Fun-seekers 12% Excitement, adventure, pleasure Creatives 10% Technology, Knowledge & learning

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