Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 1 Social Stratification Chapter 15   The concept of social stratification   The basic characteristics of social classes   How social classes are measured   The measurement problems marketing managers have to deal with   Australasian social classes and the impact of education, occupation and income on an individual’s social status   The impact of social stratification on the consumption process   How marketing managers can use their knowledge of social class when developing marketing strategies

Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 2 Social Stratification  Social class and consumption  Social stratification ôcultural differences ôcomponents of social class ômeasurements of social class  Social class and consumption differences ôglobal similarities ôsegmenting the affluent  Status symbols

Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 3 Not all Behaviours within a Social Class are Unique

Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 4 How Social Standing is Derived and how it Influences Behaviour

Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 5 Positioning within Social Class

Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 6 ‘Upward-pull Strategy’ Targeted at the Middle Class