1 / 13

Understanding Social Class: Frameworks and Implications for Marketers

Social class refers to the hierarchical division of society into distinct status classes, impacting members' values, attitudes, and beliefs. In marketing, understanding social class is crucial for predicting consumption patterns and segmenting audiences. Typically categorized into lower, middle, and upper classes, social class identities can be assessed through various measures—subjective, reputational, and objective—based on income, occupation, and education. Marketers utilize these insights to create targeted strategies that cater to lifestyle and consumption behaviors across different social strata.

blair-barton
Télécharger la présentation

Understanding Social Class: Frameworks and Implications for Marketers

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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

More Related