Professional Documents
Culture Documents
Introduction
A hierarchical division of a society into relatively distinct and homogeneous groups with respect to attitudes, values and lifestyles. Many behaviors are shared. Therefore, the applicability of social class in the formulation of marketing strategies is product specific and situation specific.
Content
Examination of the characteristics of social class and the various methods of measuring social status.
Emphasis on the impact of social stratification on purchase and consumption and opportunities for MKT strategies.
Individual classes must meet five criteria for a social class to exist in a society:
they must be bounded: clear breaks between classes Ordered: status, prestige Mutually exclusive: an individual can only belong to one social class. Exhaustive: every member of a social system must fit into some class. Influential: behavioral variations between the classes.
Status is frequently thought of as the relative rankings of members of each social class wealth Social Comparison Theory states that individuals power compare their prestige
own possessions against those of others to determine their relative social standing.
Status Consumption
The process by which consumers actively increase their social standing through conspicuous consumption or possessions
Functional approach (Gilbert and Kahl): focuses on occupational role, income level, living conditions, and identification with a possibly disadvantaged ethnic or racial group.
Reputational approach (Coleman and Rainwater) is designed to reflect popular imagery and observation of how people interact with one another-as equals, superiors or inferiors. Personal and group prestige is at his heart.
Objective Measures
Single-variable indexes
Compositevariable indexes
Single-Item Indexes
Single-Item indexes allow one to estimate the impact of specific status dimensions on the consumption process.
Education: highly valued in our culture. Education may influence individuals tastes, values and info-processing style. Education level is both correlated with both occupation and income. Occupation: What do you do? Associated with education and income. Socioeconomic index (SEI) developed by Duncan is used. Income: used as a measure of both purchasing power and status. Individual or family income? Before or after taxes? Salary or total income? Reluctance to reveal income?
Multi-Item Indexes
Combination of a number of socioeconomic factors to form one overall measure of socialclass standing. They reflect better the complexity of social class than single-variable indexes.
Ex: ISC (Index of Status characteristics) is a weighted measure of: occupation, source of income, house type, quality of neighborhood (dwelling). SES (socioeconomic status score): occupation, family income and educational attainment.
There is no ONE, one-dimensional status or class continuum. The challenge is to select the most appropriate status dimension for the problem at hand.
Ex 1: Studies of taste and intellectually oriented activities such as magazine readership or TV viewing should consider education at the most relevant dimension. EX 2: Occupation might be most relevant for studies focusing on leisure time pursuits.
Which aspects of the consumption process are affected by social status for their product categories?
Implies research of social class associated with product/brand usage, purchase motivation, outlet selection, media usage
A product/brand may have different meanings to members of different social strata (blue jeans) Different purchase motivations for the same product may exist between social strata (credit cards).
Having selected a segment based on usage rate, purchase motivation or product/brand meaning, the marketer must position the brand in a manner consistent with the target market. Remember that members of social strata desire to emulate some aspects of the lifestyle of higher social strata at least some of the time (Ex Anheuser-Busch).
Clothing, Fashion, and Shopping The Pursuit of Leisure Saving, Spending, and Credit Social Class and Communication
THE LOWER-UPPER CLASS--NEW WEALTH Not quite accepted by the upper crust of society Represent new money Successful business executive Conspicuous users of their new wealth
Geodemographic Clusters
A composite segmentation strategy that uses both geographic variables (zip codes, neighborhoods) and demographic variables (e.g., income, occupation) to identify target markets.
Table 11.13 A Profile of PRIZM Cluster: Urban Gold Coast (Cluster 06)
SOCIOECONOMIC FACTORS:
Percent of U.S. households Predominant age range Socioeconomic group Demographic caption Education Occupation Race/Ethnicity LIFESTYLE: Use WebTV online Listen to Oldie Goldies Read New York Magazine Watch Politically Incorrect 0.60% Mixed Affluent Professional urban singles and couples College graduates White collar White, Asian
1. Assemble a collection of print ads which seem to be directed at different social strata. 2. Comment on the incorporation of any status symbols into the ads.