2. SOCIAL CLASS & CONSUMER BEHAVIOR

8. Social Standing Influences Behavior

11. Advertisements Appealing to Different Classes

12. Advertisement Catering to Different Classes contd…

13. Advertisements Appealing to Different Classes Contd…

14. Contd..

16. Upward-Pull Strategy

26. BUYING-DECISION PROCESS Need recognition Identification of alternatives Evaluation of alternatives Purchase and related decisions Postpurchase behaviour INFORMATION Commercial sources Social sources SITUATIONAL FACTORS When consumers buy Where consumers buy Why consumers buy Conditions under which consumers buy PSYCHOLOGICAL FORCES Motivation Perception Learning Personality Attitude SOCIAL AND GROUP FORCES Culture Subculture Social class Reference groups Family and households Copyright © 2000 McGraw Hill Ryerson Limited

30. Social Stratification Typically defined by family background, occupation, and income. Class: some social mobility Caste: Virtually no mobility Class Consciousness: May play a role in a firm’s operations

51. Coleman-Rainwater View Upper-Lower Upper-Middle Middle Working Class Lower Lower-Lower Upper-Upper old family names accepted new money collegiate credentials expected white-collar associations blue-collar life style below the mainstream the welfare world

56. Operationalizing Household Social Class Occupation Education Income Residence Age of Head(s) of Household Household Structure Prestige Association Values

57. Operationalizing Household Social Class Social Class Occupation Education Income Residence Age of Head(s) of Household Household Structure Prestige Association Values

58. Social Structure Mobile Managers Hard to Build Teams Lack of Loyalty Entrepreneurship Individual Western Lack of Entrepreneurship Lifetime Employment Identity Group Eastern Nonmobile Managers Group two or more individuals with a shared sense of identity