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Subcultures

Subcultures. Social Class. What is a social class?. The division of members of a society into a hierarchy of distinct status classes so that members of each class have relatively the same status and members of all other classes have either more or less status. A demographic variable.

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Subcultures

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  1. Subcultures Social Class

  2. What is a social class? • The division of members of a society into a hierarchy of distinct status classes so that members of each class have relatively the same status and members of all other classes have either more or less status. • A demographic variable.

  3. Consumers use social class as a frame of reference (reference group) to compare their values, attitudes, and beliefs to. • Marketers use social class to predict consumption behavior and as a segmentation base. • Income • Occupation • Education

  4. Patterns of Social Stratification Egalitarian class system Class levels 100%

  5. Privilege class system Class levels

  6. U.S. class system Class levels

  7. How many social classes are there in the U.S.? • Can be broken down into several different categories, but always some variation of lower, middle, and upper classes • Social class mobility

  8. Measuring Social Class • Subjective measure • Consumer’s self-perception • Tends to underestimate lower and higher classes • Reputational measure • Informed community members • Objective measures • Selected demographic and socioeconomic variables

  9. Objective Measures • Single-variable indexes • Occupation • Widely accepted • Education • Associated with both occupation and income • Income • Amount of income, source of income • Possessions • Sociologists

  10. Objective measures, continued • Composite-variable indexes • Combine variables to determine an overall socioeconomic score • Better indicators of social class than a single variable

  11. Using Social Class • Ultimately, marketers use social class to understand lifestyle and consumption patterns • Profiles of social class

  12. Geodemographic Clustering • PRIZM • 40 clusters of zipcodes • Socioeconomic and demographic variables combined with survey and panel data on actual consumer behavior • Locates clusters of similar consumers

  13. Targeting Social Classes • What social class should be targeted? • Size of segment • Disposable income • Specialized products • Unmet needs • Lower classes • Affluent consumers

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