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Social Class and Household Influences
Chapter 13 Social Class and Household Influences
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Learning Objectives Social class hierarchy and its determinants.
Social class and consumer behavior. Three key forces changing social class structure in many countries. Various types of households/families and the family life cycle.
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Chapter Overview: Social Class and Household Influences (Exhibit 13.1)
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Social Class Hierarchy
Social Class Systems High Middle Lower Social Class— Economic Substrata Overprivileged Class Average Underprivileged
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U.S. Social Classes That Have Subclasses
Upper Americans Upper-upper Lower-upper Upper-middle Middle Americans Middle class Working class Lower Americans “Not the lowest” “Real lower-lower”
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Social Classes of Thailand
Aristocracy Elite Upper-Middle Class Lower-Middle Class Lower Class
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Class Structure by Culture (Exhibit 13.3)
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German Social Classes (Exhibit 13.6)
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Social Class Influence
Trickle-Down Lower classes copy trends of upper classes Status Float Trends start in lower/ middle classes and spread upward
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Social Class Determination
Income Versus Social Class—Income not strongly related Occupation and Education—Strongest determinant of class standing Other Indicators Inherited Status Earned Status Social Class Indexes Computerized Status Index Status Crystallization
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Social Class Changes Over Time
Upward Mobility—Education Downward Mobility—Job loss Status panic Social Class Fragmentation Blurred class divisions Increased availability of mass media Advances in communication technology
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Social Class and Consumption
Conspicuous consumption and status symbols—conspicuous waste Status symbols and judging others Parody display Fraudulent symbols Compensatory consumption Meaning of money Both good and evil Can you buy happiness?
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Consumption Patterns of Specific Social Classes
Upper Class Aristocracy New Social Elite (Nouveax Riches) Upper Middle Class Middle Class— White-collar workers Working Class— Blue-collar workers Homeless Struggle to Survive Scavenging
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Marketing Implications of Social Class
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 CAUTION: Social class may not be the best market segmentation variable.
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Household Influences and Consumer Behavior
Types of Households Family Single Person Living Alone Group of Individuals Living Together Nuclear Extended
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Changes in Household Types (Exhibit 13.12)
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The Family Life Cycle (Exhibit 13.13)
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Changing Trends in Household Structure
Delayed Marriage Cohabitation Dual Career Families Divorce Smaller Families
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Roles Household Members Play
Gatekeeper Influencer Decider Buyer User Roles can be expressive or instrumental
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Buyers and Users (Exhibit 13.15)
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Basis for Household Role Conflict
Reasons for buying Who should make decision Which option to choose Who uses product/service
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Roles of Spouses in Decisions
Dominant Husband Wife Decision Autonomic Syncratic Bargaining Versus Concession Children?
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