Social Class and Consumer Behavior

Social Class
Measured in terms of social status Wealth, power, and prestige Social class categories Lower, upper/ lower, middle Lower, middle, upper Lower, lower-middle, upper-middle, upper Lower, lower-middle, middle, upper-middle, upper Lower-lower, upper lower, lower-middle, uppermiddle, lower-upper, upper-upper

Social Class
Social class and consumption Measurement Subjective, reputational, objective measures Social Class mobility Upward, downward mobility Affluent consumer Attractive, high income, luxury cruises, foreign sports cars, fine jewelry Media exposure

Social Class and CB

Clothing, fashion and shopping
Lower middle class t shirts, caps, (external identification), well known logos Wal mart, Kmart, Target working class

The pursuit for leisure

Upper class theatre, play, college football game Middle class spend on experiences family vacations Lower class consumer commercial activities bowling, pool/ billiards, model building, wood working

Social Class and CB

Saving spending and credit
Upper class insurance, stocks, real estate Lower class consumer immediate gratification, more credit card usage

Social class and communication

Upper class exposure to magazines and newspaper Middle class news paper Lower class consumer exposure to magazines (dramatizing)

Culture and CB

Culture
Sum total of learned beliefs, values and customs that serve to direct the consumer behavior of members of a particular society Invisible hand of culture Culture satisfies needs Clothing, food, marriage, function Culture is learned Enculturation and acculturation

Culture
Culture is shared Measurement Content analysis Consumer fieldwork Value measurement survey instruments

Subculture
a subculture is a group of people with a culture which differentiates them from the larger culture to which they belong. Nationality subculture Religious subculture Regional subculture Age subculture Sex subcultures

Cross Cultural Analysis

Similarities and differences among people The growing global middle class Acculturation is needed marketing viewpoint Applying research techniques Cross-cultural marketing strategy: Crosscultural marketing problems in India, Strategies to overcome cross-cultural problems