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How Social Class Influences Consumer Behavior

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REFERENCE : LEON SCHIFFMAN

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SOCIAL CLASS AND CONSUMER BEHAVIOR
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 and Social Status ,[object Object],[object Object],[object Object],[object Object],Social Comparison Theory states that individuals compare their own possessions against those of others to determine their relative social standing.
SOCIAL CLASS CATEGORIES ,[object Object],[object Object],[object Object],[object Object],[object Object]
SOCIAL CLASS PROFILES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social-Class Profiles ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Table continued ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Table continued
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Table continued
[object Object],[object Object],[object Object],[object Object],[object Object],Table continued
THE AFFLUENT CONSUMER ,[object Object],[object Object],[object Object],[object Object]
THE MIDDLE CLASS ,[object Object],[object Object],[object Object]
This ad focuses on the affordable price of this treatment.
THE WORKING CLASS / NON AFFLUENT CLASS ,[object Object],[object Object]
THE TECHNO CLASS ,[object Object],[object Object],[object Object]
SOCIAL CLASS MEASUREMENT ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Objective Measures ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Index of Status Characteristics (ISC) A composite measure of social class that combines occupation, source of income (not amount), house type/dwelling area into a single weighted index of social class standing.
Socioeconomic Status Score (SES) A multivariable social class measure used by the United States Bureau of the Census that combines occupational status, family income, and educational attainment into a single measure of social class standing.
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.
PRIZM (Potential Rating Index by Zip Market) A composite index of geographic and socioeconomic factors expressed in residential zip code neighborhoods from which geo-demographic consumer segments are formed.
CONSUMER BEHAVIOR AND SOCIAL CLASS ,[object Object],[object Object],[object Object],[object Object]
THANK YOU

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How Social Class Influences Consumer Behavior

  • 1. SOCIAL CLASS AND CONSUMER BEHAVIOR
  • 2. 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.
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  • 13. This ad focuses on the affordable price of this treatment.
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  • 18. Index of Status Characteristics (ISC) A composite measure of social class that combines occupation, source of income (not amount), house type/dwelling area into a single weighted index of social class standing.
  • 19. Socioeconomic Status Score (SES) A multivariable social class measure used by the United States Bureau of the Census that combines occupational status, family income, and educational attainment into a single measure of social class standing.
  • 20. 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.
  • 21. PRIZM (Potential Rating Index by Zip Market) A composite index of geographic and socioeconomic factors expressed in residential zip code neighborhoods from which geo-demographic consumer segments are formed.
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