JM602 Consumer Behaviour

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JM602Consumer Behaviour

• Lecture 15 Social class

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(No Transcript)
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Material in these slides

• Based on
• Neal, Quester and Hawkins (2005) Consumer
  behaviour Implications for marketing Strategy
  (4th ed). McGraw-Hill-Irwin Queensland

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Social Class

• Concept of social class
• How social classes are measured
• Measurement problems marketing managers face
• Impact of social class on the consumption process
• Use of social class in developing marketing
  strategies

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Social Class

• Social class and consumption
• Social class
• cultural differences
• components of social class
• measurements of social class
• Social class and consumption differences
• global similarities
• segmenting the affluent
• Status symbols

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Social Standing and Behaviour
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Not all Behaviours are Unique
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Behaviour and Social Class

• Unique behaviours
• Product fine china
• Situation entertainment
• e.g. Opera subscription
• Not all behaviours are unique
• Shared behaviours
• Situation entertainment
• e.g. Football match

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Status Crystallisation

• Degree of consistency on status dimensions
• occupation
• education
• income
• ownership
• Status crystallisation is low in Australia

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Social Class in Australia

• Upper class
• 10 of population
• Middle class
• 60
• Lower class
• 30
• Source ABS

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The Functional Approach to Social-Class Structure
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The Reputational Approach to Social-Class
Structure
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Positioning Within Social Class
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Upward-Pull Strategy Targeted at the Middle Class
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Measurement of Social Class and its Application
to Marketing Strategy

• Single-item indexes
• e.g. education
• Multiple-item indexes
• e.g. Hollingshead Index of Social Position

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Measurement of Social Class and its Application
to Marketing Strategy (cont.)

• Uses
• Differences in product consumption
• instant coffee
• snack foods
• imported wine

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Consumption Differences Across the Hollingshead
Index of Social Position Strata
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Social Class and Marketing Strategy

• Relate status variables to product consumption
• Usage, motivation, symbolic meaning
• Target social status
• Actual lifestyle, desired lifestyle, media, etc.
• Develop product position
• Select desired position (based on actual/desired
  lifestyle)
• Marketing mix decisions
• Develop mix

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Using Social Stratification to Develop Marketing
Strategy
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Use of Income and Purchase Motivation for Target
Market Appeal
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Next Lecture

• Culture and Cross-Cultural Variations in Consumer
  Behaviour