Social Class, Culture and Consumer Behavior

Week 9

Prepared by : W. Rofianto

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. Social Class Is Hierarchal Status is frequently thought of as the relative rankings of members of each social class SOCIAL CLASSES Upper Upper-middle Middle Working Lower Total percentage PERCENTAGE 4.3 13.8 32.8 32.3 16.8 100.0

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 Single-variable indexes Occupation Education Income Other Variables Composite-variable indexes Index of Status Characteristics Socioeconomic Status Score

Social Class Classification

The Affluent Consumer Especially attractive target to marketers Growing number of households can be classified as mass affluent with incomes of at least $75,000 Some researchers are defining affluent to include lifestyle and psychographic factors in addition to income Have different medial habits than the general population The Middle Class The middle 50 percent of household incomes - households earning between $22,500 and $80,000 Households made up of college-educated adults who use computers, and are involved in childrens education Lower-middle to middle-middle based on income, education, and occupation (this view does NOT include upper-middle, which is considered affluent)

Social Class Classification

The Working Class Households earning $40,000 or less control more than 30 percent of the total income in the U.S. These consumers tend to be more brand loyal than wealthier consumers. The Techno Class Having competency with technology Those without are referred to as technologically underclassed Parents are seeking computer exposure for their children Geeks now viewed as friendly and fun

Consumer Behavior and Social Class

Clothing, Fashion, and Shopping The Pursuit of Leisure Saving, Spending, and Credit Social Class and Communication 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.

Class Situations, Self-Perceptions, and Financial Orientations

Culture
The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.

Culture Is Learned

Enculturation and acculturation Language and symbols

Enculturation : The learning of ones own culture Acculturation : The learning of a new or foreign culture Without a common language shared meaning could not exist Marketers must choose appropriate symbols in advertising Marketers can use known symbols for associations A ritual is a type of symbolic activity consisting of a series of steps Rituals extend over the human life cycle Marketers realize that rituals often involve products (artifacts) To be a cultural characteristic, a belief, value, or practice must be shared by a significant portion of the society Culture is transferred through family, schools, houses of worship, and media

Ritual

Sharing of Culture

This ad uses characters well known in the U.S. culture.

Selected Rituals and Associated Artifacts

SELECTED RITUALS Wedding Birth of child Birthday 50th Wedding anniversary Graduation Valentines Day New Years Eve Thanksgiving

TYPICAL ARTIFACTS White gown (something old, something new, something borrowed, something blue) U.S. Savings Bond, silver baby spoon Card, present, cake with candles Catered party, card and gift, display of photos of the couples life together Pen, U.S. Savings Bond, card, wristwatch Candy, card, flowers Champagne, party, fancy dress Prepare a turkey meal for family and friends

Facial Beauty Ritual of a Young TV Advertising Sales Representative

1. I pull my hair back with a headband. 2. I take all of my makeup off with LOreal eye makeup remover. 3. Next, I use a Q-tip with some moisturizer around my eyes to make sure all eye makeup is removed. 4. I wash my face with Noxzema facial wash. 5. I apply Clinique Dramatically Different Lotion to my face, neck, and throat. 6. If I have a blemish, I apply Clearasil Treatment to the area to dry it out. 6. Twice weekly (or as necessary) I use Aapri Facial Scrub to remove dry and dead skin. 7. Once a week I apply Clinique Clarifying Lotion 2 with a cotton ball to my face and throat to remove deep-down dirt and oils. 8. Once every three months I get a professional salon facial to deep-clean my pores.

The Measurement of Culture

Content Analysis A method for systematically analyzing the content of verbal and/or pictorial communication. The method is frequently used to determine prevailing social values of a society. Consumer Fieldwork Field Observation - A cultural measurement technique that takes place within a natural environment that focuses on observing behavior (sometimes without the subjects awareness). Participant-Observers - Researchers who participate in the environment that they are studying without notifying those who are being observed. Value Measurement Instruments

Value Measurement Survey Instruments

Rokeach Value Survey (RVS) A self-administered inventory consisting of eighteen terminal values (i.e., personal goals) and eighteen instrumental values (i.e., ways of reaching personal goals) List of Values (LOV) A value measurement instrument that asks consumers to identify their two most important values from a nine-value list that is based on the terminal values of the Rokeach Value Survey Values and Lifestyles (VALS) A value measurement based on two categories: selfdefinition and resources

Excerpt from the Rokeach Value Survey

TERMINAL VALUES A comfortable life An exciting life A world at peace Equality Freedom Happiness National security Pleasure Salvation Social recognition True friendship Wisdom INSTRUMENTAL VALUES Ambitious Broad-minded Capable Cheerful Clean Courageous Forgiving Helpful Honest Imaginative Independent Intellectual

Criteria for Value Selection

The value must be pervasive. The value must be enduring. The value must be consumer-related.

Toward a Shopping Culture Is shopping what we do to create value in our lives? The younger generation is shopping more This has an effect on credit card debt

Subculture
A distinct cultural group that exists as an identifiable segment within a larger, more complex society.

Examples of Major Subcultural Categories

CATEGORIES Nationality Religion Geographic region Race Age Gender Occupation Social class

EXAMPLES Greek, Italian, Russian Catholic, Hindu, Mormon Eastern, Southern, Southwestern African American, Asian, Causasian Teenagers, Xers, elderly Female, male Bus driver, cook, scientist Lower, middle, upper

Issues in Understanding Sex as a Subculture

Sex Roles and Consumer Behavior Masculine vs. Feminine Traits The Working Woman Segmentation Issues Shopping Patterns

Segmenting the Women Market

Stay-at-Home Housewives Plan-to-Work Housewives Just-a-Job Working Women Career-Oriented Working Women