chapter 13 household & social class influences. learning objectives~ ch. 13 to understand:...
TRANSCRIPT
![Page 1: Chapter 13 Household & Social Class Influences. Learning Objectives~ Ch. 13 To understand: 1.Social class hierarchy & its determinants 2.Social class](https://reader036.vdocuments.us/reader036/viewer/2022062423/56649ea05503460f94ba3e5c/html5/thumbnails/1.jpg)
Chapter 13
Household &Social Class Influences
![Page 2: Chapter 13 Household & Social Class Influences. Learning Objectives~ Ch. 13 To understand: 1.Social class hierarchy & its determinants 2.Social class](https://reader036.vdocuments.us/reader036/viewer/2022062423/56649ea05503460f94ba3e5c/html5/thumbnails/2.jpg)
Learning Objectives~ Ch. 13
To understand:
1.Social class hierarchy & its determinants
2.Social class & consumer behavior
3.Three key forces changing social class structure in many countries
4.Various types of households/families & the family life cycle
![Page 3: Chapter 13 Household & Social Class Influences. Learning Objectives~ Ch. 13 To understand: 1.Social class hierarchy & its determinants 2.Social class](https://reader036.vdocuments.us/reader036/viewer/2022062423/56649ea05503460f94ba3e5c/html5/thumbnails/3.jpg)
Social Class & Household Influence
![Page 4: Chapter 13 Household & Social Class Influences. Learning Objectives~ Ch. 13 To understand: 1.Social class hierarchy & its determinants 2.Social class](https://reader036.vdocuments.us/reader036/viewer/2022062423/56649ea05503460f94ba3e5c/html5/thumbnails/4.jpg)
Social Class Hierarchy
Social Class Systems– High– Middle– Lower
Social Class—Economic Substrata– Over privileged– Class Average– Underprivileged
![Page 5: Chapter 13 Household & Social Class Influences. Learning Objectives~ Ch. 13 To understand: 1.Social class hierarchy & its determinants 2.Social class](https://reader036.vdocuments.us/reader036/viewer/2022062423/56649ea05503460f94ba3e5c/html5/thumbnails/5.jpg)
Class Structure by Culture
![Page 6: Chapter 13 Household & Social Class Influences. Learning Objectives~ Ch. 13 To understand: 1.Social class hierarchy & its determinants 2.Social class](https://reader036.vdocuments.us/reader036/viewer/2022062423/56649ea05503460f94ba3e5c/html5/thumbnails/6.jpg)
U.S. Subclasses
Upper Americans– Upper-upper– Lower-upper– Upper-middle
Middle Americans– Middle class– Working class
Lower Americans– “Not the lowest”– “Real lower-lower”
![Page 7: Chapter 13 Household & Social Class Influences. Learning Objectives~ Ch. 13 To understand: 1.Social class hierarchy & its determinants 2.Social class](https://reader036.vdocuments.us/reader036/viewer/2022062423/56649ea05503460f94ba3e5c/html5/thumbnails/7.jpg)
Social Classes of Thailand
Aristocracy
Elite
Upper-Middle Class
Lower-Middle Class
Lower Class
![Page 8: Chapter 13 Household & Social Class Influences. Learning Objectives~ Ch. 13 To understand: 1.Social class hierarchy & its determinants 2.Social class](https://reader036.vdocuments.us/reader036/viewer/2022062423/56649ea05503460f94ba3e5c/html5/thumbnails/8.jpg)
German Social Classes
![Page 9: Chapter 13 Household & Social Class Influences. Learning Objectives~ Ch. 13 To understand: 1.Social class hierarchy & its determinants 2.Social class](https://reader036.vdocuments.us/reader036/viewer/2022062423/56649ea05503460f94ba3e5c/html5/thumbnails/9.jpg)
Social Class Influence
Trickle-Down– Lower classes copy trends of upper
classes
Status Float– Trends start in lower/ middle classes &
spread upward
![Page 10: Chapter 13 Household & Social Class Influences. Learning Objectives~ Ch. 13 To understand: 1.Social class hierarchy & its determinants 2.Social class](https://reader036.vdocuments.us/reader036/viewer/2022062423/56649ea05503460f94ba3e5c/html5/thumbnails/10.jpg)
Social Class Determination
Income Versus Social Class—Income not strongly related
Occupation & Education—Strongest determinant of class standing
Other Indicators
– Inherited Status
– Earned Status
Social Class Indexes
– Computerized Status Index
– Status Crystallization
![Page 11: Chapter 13 Household & Social Class Influences. Learning Objectives~ Ch. 13 To understand: 1.Social class hierarchy & its determinants 2.Social class](https://reader036.vdocuments.us/reader036/viewer/2022062423/56649ea05503460f94ba3e5c/html5/thumbnails/11.jpg)
Social Class Dynamics
Upward Mobility—Education
Downward Mobility—Job loss
Marriage may impact mobility
– Status panic
Social Class Fragmentation
– Blurred class divisions
– Increased availability of mass media
– Advances in communication technology
![Page 12: Chapter 13 Household & Social Class Influences. Learning Objectives~ Ch. 13 To understand: 1.Social class hierarchy & its determinants 2.Social class](https://reader036.vdocuments.us/reader036/viewer/2022062423/56649ea05503460f94ba3e5c/html5/thumbnails/12.jpg)
Social Class & Consumption
Conspicuous consumption & status symbols—conspicuous wasteStatus symbols & judging others– Parody display– Fraudulent symbols
Compensatory consumptionMeaning of money– Both good & evil– Can you buy happiness?
![Page 13: Chapter 13 Household & Social Class Influences. Learning Objectives~ Ch. 13 To understand: 1.Social class hierarchy & its determinants 2.Social class](https://reader036.vdocuments.us/reader036/viewer/2022062423/56649ea05503460f94ba3e5c/html5/thumbnails/13.jpg)
Consumption Patterns by Social Classes
Upper Class– Aristocracy– New Social Elite (Novae Riches)– Upper Middle Class
Middle Class—White-collar workersWorking Class—Blue-collar workersHomeless– Struggle to Survive– Scavenging
![Page 14: Chapter 13 Household & Social Class Influences. Learning Objectives~ Ch. 13 To understand: 1.Social class hierarchy & its determinants 2.Social class](https://reader036.vdocuments.us/reader036/viewer/2022062423/56649ea05503460f94ba3e5c/html5/thumbnails/14.jpg)
This ad targets the upper-upper social class who are
likely to own private jets.
Courtesy Villas at Royal Lahaina
![Page 15: Chapter 13 Household & Social Class Influences. Learning Objectives~ Ch. 13 To understand: 1.Social class hierarchy & its determinants 2.Social class](https://reader036.vdocuments.us/reader036/viewer/2022062423/56649ea05503460f94ba3e5c/html5/thumbnails/15.jpg)
Marketing Implications
Product/service should reflect social class motives & values
Marketing messages should focus on groups’ distinctiveness
Media usage differs between classes
Different social classes shop at different stores
Social class may not be the best market segmentation variable: Why not?
![Page 16: Chapter 13 Household & Social Class Influences. Learning Objectives~ Ch. 13 To understand: 1.Social class hierarchy & its determinants 2.Social class](https://reader036.vdocuments.us/reader036/viewer/2022062423/56649ea05503460f94ba3e5c/html5/thumbnails/16.jpg)
Household Influences & CB
Types of Households– Family– Single Person Living Alone (the
most growing group)– Group of Individuals Living Together
Family– Nuclear– Extended
![Page 17: Chapter 13 Household & Social Class Influences. Learning Objectives~ Ch. 13 To understand: 1.Social class hierarchy & its determinants 2.Social class](https://reader036.vdocuments.us/reader036/viewer/2022062423/56649ea05503460f94ba3e5c/html5/thumbnails/17.jpg)
Household Types
![Page 18: Chapter 13 Household & Social Class Influences. Learning Objectives~ Ch. 13 To understand: 1.Social class hierarchy & its determinants 2.Social class](https://reader036.vdocuments.us/reader036/viewer/2022062423/56649ea05503460f94ba3e5c/html5/thumbnails/18.jpg)
The Family Life Cycle
![Page 19: Chapter 13 Household & Social Class Influences. Learning Objectives~ Ch. 13 To understand: 1.Social class hierarchy & its determinants 2.Social class](https://reader036.vdocuments.us/reader036/viewer/2022062423/56649ea05503460f94ba3e5c/html5/thumbnails/19.jpg)
Household Structure Trends
Delayed Marriage
Cohabitation
Dual Career Families
Divorce
Smaller Families
What accounts for these changes and in what ways are they relevant to business?
![Page 20: Chapter 13 Household & Social Class Influences. Learning Objectives~ Ch. 13 To understand: 1.Social class hierarchy & its determinants 2.Social class](https://reader036.vdocuments.us/reader036/viewer/2022062423/56649ea05503460f94ba3e5c/html5/thumbnails/20.jpg)
Roles
Gatekeeper
Influencer
Decider
Buyer
User– Roles can be expressive or instrumental
![Page 21: Chapter 13 Household & Social Class Influences. Learning Objectives~ Ch. 13 To understand: 1.Social class hierarchy & its determinants 2.Social class](https://reader036.vdocuments.us/reader036/viewer/2022062423/56649ea05503460f94ba3e5c/html5/thumbnails/21.jpg)
One of the trends in families is the increase of dual income families. This DuPont ad targets working mothers.
Courtesy DuPont
![Page 22: Chapter 13 Household & Social Class Influences. Learning Objectives~ Ch. 13 To understand: 1.Social class hierarchy & its determinants 2.Social class](https://reader036.vdocuments.us/reader036/viewer/2022062423/56649ea05503460f94ba3e5c/html5/thumbnails/22.jpg)
Buyers & Users
![Page 23: Chapter 13 Household & Social Class Influences. Learning Objectives~ Ch. 13 To understand: 1.Social class hierarchy & its determinants 2.Social class](https://reader036.vdocuments.us/reader036/viewer/2022062423/56649ea05503460f94ba3e5c/html5/thumbnails/23.jpg)
Household Role Conflict
Reasons for buying
Who should make decision
Which option to choose
Who uses product/service
Purchaser is not always the end user
Gender roles are blurring
![Page 24: Chapter 13 Household & Social Class Influences. Learning Objectives~ Ch. 13 To understand: 1.Social class hierarchy & its determinants 2.Social class](https://reader036.vdocuments.us/reader036/viewer/2022062423/56649ea05503460f94ba3e5c/html5/thumbnails/24.jpg)
Spouses & Decisions
Dominant– Husband– Wife
Decision– Autonomic– Syncratic
Bargaining Versus Concession
Children? Pester power
![Page 25: Chapter 13 Household & Social Class Influences. Learning Objectives~ Ch. 13 To understand: 1.Social class hierarchy & its determinants 2.Social class](https://reader036.vdocuments.us/reader036/viewer/2022062423/56649ea05503460f94ba3e5c/html5/thumbnails/25.jpg)
Questions?