Bài giảng Consumer Behaviour - Chapter 15 Social Class

Chapter 15 Social Class Concept of social classHow social classes are measuredMeasurement problems marketing managers face Impact of social class on the consumption processUse of social class in developing marketing strategies1Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsSocial ClassSocial class and consumptionSocial classcultural differencescomponents of social classmeasurements of social classSocial class and consumption differencesglobal similaritiessegmenting the affluentStatus symbols2Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsSocial Standing and BehaviourNot all Behaviours are UniqueBehaviour and Social ClassUnique behavioursProduct: fine chinaSituation: entertainmente.g. Opera subscriptionNot all behaviours are unique:Shared behaviours Situation: entertainmente.g. Football match 5Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsStatus CrystallisationDegree of consistency on status dimensionsoccupationeducationincomeownershipStatus crystallisation is low in Australia6Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsSocial Class in Australia*Upper class10% of populationMiddle class60% Lower class30%*Source: ABS7Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsThe Functional Approach to Social-Class StructureThe Reputational Approach to Social-Class StructurePositioning Within Social ClassUpward-Pull Strategy Targeted at the Middle ClassMeasurement of Social Class and its Application to Marketing StrategySingle-item indexese.g. educationMultiple-item indexese.g. Hollingshead Index of Social Position12Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsMeasurement of Social Class and its Application to Marketing Strategy (cont.)Uses:Differences in product consumption instant coffeesnack foodsimported wine13Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsConsumption Differences Across the Hollingshead Index of Social Position StrataSocial Class and Marketing StrategyRelate status variables to product consumptionUsage, motivation, symbolic meaningTarget social statusActual lifestyle, desired lifestyle, media, etc.Develop product positionSelect desired position (based on actual/desired lifestyle)Marketing mix decisionsDevelop mix15Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsUsing Social Stratification to Develop Marketing StrategyUse of Income and Purchase Motivation for Target Market AppealNext LectureChapter 16:Culture and Cross-Cultural Variations in Consumer Behaviour18Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins