SATISH BENIWAL (F-07)

8/6/2019 SATISH BENIWAL (F-07)

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Social Class and Consumer

Behavior

SUBMITTED TO:

PROF. MANISHA DHAWARIA

SUBMITTED BY:

SATISH BENIWAL

ROLL NO-F-07

DIV-A(F)


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Social Class

Social class: relatively permanent and

homogeneous divisions in a society into

which individuals or families sharingsimilar values, lifestyles, interests,

wealth, status, education, economic

positions, and behavior can be

categorized


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Social Class

Consumer analysis often focus on sixvariables which determine social class

OccupationPersonal performance

Interactions

Possessions

Value orientations

Class consciousness


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Social Class

Occupation: best single indicator ofsocial class

Personal performance: a persons

success relative to that of others (oftenin the same occupation)

Interactions: the people with whom

one associates and socializesPossessions: symbols of class

membership


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Table - Percent Distribution of Five-

Category Social-Class Measure

SOCIAL CLASSES PERCENTAGE

Upper 4.3

Upper-middle 13.8Middle 32.8

Working 32.3

Lower 16.8

Total percentage 100.0


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Table - Social-Class Profiles

THE UPPER-UPPER CLASS--COUNTRY CLUBSmall number of well-established families

Belong to best country clubs and sponsor major charity events

Serve as trustees for local colleges and hospitals

Prominent physicians and lawyers

May be heads of major financial institutions, owners of majorlong-established firms

Accustomed to wealth, so do not spend money conspicuously

THE LOWER-UPPER CLASS--NEW WEALTH

Not quite accepted by the upper crust of societyRepresent new money

Successful business executive

Conspicuous users of their new wealth


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THE UPPER-MIDDLE CLASS--ACHIEVING

PROFESSIONALSHave neither family status nor unusual wealth

Career oriented

Young, successful professionals, corporate managers, and

business owners

Most are college graduates, many with advanced degrees

Active in professional, community, and social activities

Have a keen interest in obtaining the better things in life

Their homes serve as symbols of their achievements

Consumption is often conspicuous

Very child oriented


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THE LOWER-MIDDLE CLASS--FAITHFUL

FOLLOWERSPrimary non-managerial white-collar workers and highly paid

blue-collar workers

Want to achieve respectability and be accepted as good

citizens

Want their children to be well behaved

Tend to be churchgoers and are often involved in church-

sponsored activities

Prefer a neat and clean appearance and tend to avoid faddish

or highly-styled clothingConstitute a major market for do-it-yourself products


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THE UPPER-LOWER CLASS--SECURITY-MINDED

MAJORITYThe largest social-class segment

Solidly blue-collar

Strive for security

View work as a means to buy enjoyment

Want children to behave properly

High wage earners in this group may spend impulsively

Interested in items that enhance leisure time (e.g., TV sets)

Husbands typically have a strong macho self-image

Males are sports fans, heavy smokers, beer drinkers


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THE LOWER-LOWER CLASS--ROCK BOTTOMPoorly educated, unskilled laborers

Often out of work

Children are often poorly treated

Tend to live a day-to-day existence


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Consumer Behavior and

Social Class

Clothing, Fashion, and Shopping

The Pursuit of Leisure Saving, Spending, and Credit

Social Class and Communication


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Not all Behaviours are Unique


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Market Segmentation

Identification of social class usage of the

product

Comparison of social class variables for

segmentation with other variables

Description of social class characteristics

identified in target markets

Development of marketing program to

maximize effectiveness of marketing mixbased on consistency with social-class

attributes


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Positioning Based on Social Class

Brands such as Coach and Godiva arepositioned to middle class consumers

with simple, sleek ads

Wanting it all is a hallmark of themiddle class and buying the best on at

least a few occasions sets them apart

and bolsters their self-image


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Social Class and Marketing Strategy

Relate status variables to product consumption Usage, motivation, symbolic meaning

Target social status Actual lifestyle, desired lifestyle, media, etc.

Develop product position Select desired position (based on actual/desired

lifestyle)

Marketing mix decisions Develop mix


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Social Class Behavioral Traits and Purchasing

Characteristics

Income varies among the groups Prize quality merchandise butgoals are the same Favor prestigious brandsVarious lifestyles: preppy, Products purchasedconventional, intellectual, etc. reflect good taste,Neighborhood and prestigious Invest in art,

schooling important Spend money on travel,theater, books, tennis, golf,and swimming clubs.

Upper Class (14% of Population)

Includes upper-upper, lower-upper, upper-middle

Behavioral Traits Buying Characteristics


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Characteristics

Often in management Like fashionable itemsConsidered white collar Consult experts via

Prize good schools books, articles, etc.,Desire an attractive home before purchasingin a nice, well-maintained Spend for experiencesneighborhood considered worthwhileOften emulate the upper class for their children .. (e.g., ski trips, college

Enjoy travel and physical activity education,Often very involved in childrens Tour packages,school and sports activities weekend tours. Attractive home furnishings

Middle Class (32% of Population)Behavioral Traits Buying Characteristics


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Characteristics

Emphasis on family, especially for Buy vehicles & equipmenteconomic and emotional support related to recreation, camping(e.g., job opportunity tips, help in and selected sportstimes of trouble) Strong sense of value

Blue collar Shop for best bargains at off-Earn good incomes price and discount storesEnjoy mechanical items and Purchase automotive equip-recreational activities ment for making repairs

Enjoy leisure time after working Enjoy local travel,hard recreational parks

Working Class (38% of Population)Behavioral Traits Buying Characteristics


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Characteristics

Often down and out through no Most productspurchasedfault of their own (e.g., layoffs, are for survivalcompany takeovers) Ability to convert good

Can include individuals on discards into useablewelfare and the homeless items.Often have strong religious beliefsMay be forced to live in less desirable

neighborhoodsIn spite of their problems, often good-hearted toward others

Enjoy everyday activities when possible

Lower Class (16% of Population)

Behavioral Traits Buying Characteristics


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Marketing Strategy Considerations

Should the marketer usean overall measure ofsocial status or ademographic variable?

A product or brand mayhave different meaningsfor different social strata.

Different purchase

motivations for the sameproduct may existbetween social strata.

SATISH BENIWAL (F-07)

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