Social Class and Consumer Behaviour

Social Class and Consumer Behaviour

Social Class The division of members of a society into a hierarchy of distinct status classes, so that members of each class have either higher or lower status than members of other classes. 12-2

Characteristics of social class Is hierarchical Is a natural form of segmentation Social class system rank families rather than individuals. Person belonging to the same class, share the same values, possessions, customs and activities. Social class affect consumer behavior: how people spend their time, the product they buy, and where and how they shop. Class distinction are almost a sociological needs. People need social class to belong to, to aspire to, and to associate with. 12-3

Social Class and Social Status Status is frequently thought of as the relative rankings of members of each social class wealth power prestige 12-4

SELECTED CONSUMER BEHAVIOR: Application of Social Class Clothing: Most people dress to fit their self image, include their perceptions of their own social-class membership. 1. Which one is fashionable? 2. Where to shop? 3. The pursuit of leisure 4. Saving, spending and credit 12-5

Social Comparison Theory States that individuals compare their own possessions against those of others to determine their relative social standing. 12-6

Status Consumption The process by which consumers actively increase their social standing through conspicuous consumption or possessions 12-7

Social Class Measurement Subjective Measures: individuals are asked to estimate their own social-class positions Reputational Measures: informants make judgments concerning the social-class membership of others within the community Objective Measures: individuals answer specific socioeconomic questions and then are categorized according to answers 12-8

Single-variable indexes Occupation Education Income Other Variables Objective Measures Compositevariable indexes Index of Status Characteristics Socioeconomic Status Score 12-9

Social Class and Marketing Strategy Clothing, Fashion, and Shopping Where one shops External point of identification The Pursuit of Leisure Type of leisure activities differ» continued 12-10

Social Class and Marketing Strategy Saving, Spending, and Credit Level of immediate gratification sought varies Responses to marketing communication Upper classes have a broader and more general view of the world Regional variations in language rise as we move down the social ladder Exposure to media varies by social class» continued 12-11

Summary Ada produk-produk yang sensitive terhadap kelas sosial, yaitu produk-produk yang berkaitan dengan citra diri. Individu dari kelas sosial yang berbeda akan membeli produk yang berbeda. Individu dari kelas sosial yang berbeda mencari manfaat yang berbeda dari produk yang sama Kelas sosial atas cenderung mencari nilai simbolik, kelas sosial bawah cenderung mencari nilai fungsional 11-12

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Limitations of Social Class Social class is more difficult to measure than income Many purchase behaviours are related more to income than social class Consumers often use expected social class for their consumption patterns Dual incomes have changed consumption patterns Individual dimensions of social class are sometimes better predictors of consumer behaviour Copyright 2006 Pearson Education Canada Inc. 12-14

Questions 1. Apa perbedaan antara konsep within dan between dalam pembagian (kategorisasi) kelas sosial? 2. Apa perbedaan antara status sosial dan kelas sosial? 3. Kenapa dikatakan bahwa kelas sosial hampirhampir (almost) menjadi sebuah kebutuhan? 12-15