Baines, Fill, & Page, Essentials of Marketing, Chapter 3

Worksheet 3.1:
Chapter Reference
Chapter 3
Overview
This worksheet helps you to understand the way in which social grade and gender affect
consumer behaviour, and how more than one factor should be taken into account when
developing marketing plans.
Learning Outcomes
After carrying out this activity you should be able to:
distinguish between consumer behaviour at different social grades;
distinguish between the consumer behaviour of men and women;
understand that more than one factor must be taken into account when carrying out
marketing activities.
Worksheet
irst, visit !ouTube and watch the "ave the Chameleon advert http:##www.youtube.com#watch$
v%b&'hT()rtdk . *n the following, think about the +ational &eadership ,urvey-s social grading
system A, ., C/, C0, " and 1 for men. )ow do you think that men in each of the si2 social grades
vote$ *s the advert targeted at men$
,oci
al
grad
e
Answer
A
.
C/
C0
"
Oxford University Press, 2012 !ll rights reserved
Baines, Fill, & Page, Essentials of Marketing, Chapter 3
1
+ow think about the +ational &eadership ,urvey-s social grading system A, ., C/, C0, " and 1 for
women. )ow do you think women in each of the si2 social grades vote$ *s the advert targeted at
women$
,oci
al
grad
e
Answer
A
.
C/
C0
"
1
3ooking at each of the si2 social grades, do you think that men and women have the same voting
behaviour$ 4hy do you think this$ Can you use the same type of marketing to men and women
and to all si2 of the social grades$
Oxford University Press, 2012 !ll rights reserved