2. CONTENTS
Consumer Psychographics vs Demographics
Group Dynamics & Consumer Reference Groups
Family as Consuming Unit
Social & Cultural Environment of Consumers
Economic, Demographic, Cultural, Subcultural & Cross Cultural Influences
Social Class & Social Stratification
4. DEMOGRAPHICS
Factors such as age, sex, education, income, marital status, family size and
social class, etc., are used singly, or in combination, to segment the market.
Eg: Toy manufacturers such as Funskool and Mattel toys segment the market
on the basis of age of children.
Eg: Car manufacturers segment the market by considering income as an
important varia.ble.
Eg: Producers of refrigerators, washing machines, microwave ovens, etc.,
take income and family size as important variables in segmenting the market.
5. PSYCHOGRAPHICS
A consumer psychographics is a profile of a potential consumr based on
interests, activities, attitude, lifestyle, values and opinions.
It is a snapshot into consumer’s lifestyle organizations often use to quickly
identify potential costumers.
Companies then can use these information to create and implement highly
targeted advertising campaigns
8. WHAT IS A GROUP?
A Group may be defined as two or more people who interact to
accomplish either individual or mutual goals.
Classification of Groups by membership status:
1. MEMBERSHIP GROUP:
A group to which a person either belongs or would qualify for membership in.
2. SYMBOLIC GROUP:
A group in which an individual is not likely to receive membership, despite
acting like a member by adopting the group’s values, attitudes and behavior.
GROUP DYNAMICS:
It refers to how individuals form groups and how one person’s purchasing
influences the other person’s actions.
9. REFERENCE GROUPS
A Reference Group is any person or group that serves as point of comparison
(or reference) for an individual in forming either general or specific values,
attitudes, or a specific guide for behavior.
From a marketing perspective, reference groups are groups that serve as
frames of reference for individuals in their purchase or consumption
decisions.
1. NORMATIVE REFERENCE GROUP:
Reference groups that influence general or broadly defined values or
behavior.
Eg: A child’s normative reference group is the immediate family, which is
likely to play an important role in molding the child’s general consumer
behavior (such as which food to select for good nutrition, appropriate ways to
dress for specific occasions, how and where to shop, etc.,)
10. 2. COMPARATIVE REFERENCE GROUP:
Reference group that serves as benchmarks for specific or narrowly defined
attitudes or behavior.
Eg: A neighbouring family whose lifestyle appears to be admirable and worthy
of imitation (the way they maintain their home, their choice of home
furnishing and cars, their taste in clothing, or the number and types of
vacations they take)
A BROADENED PERSPECTIVE OF REFERENCE GROUP
INDIRECT REFERENCE GROUPS:
Consists of those individuals or groups with whom a person does not have
direct face to face contact, such as movie stars, politicians, sports people
etc.,
12. 1. INFORMATION & EXPERIENCE
An individual who has first-hand experience with a product or service, or can
easily obtain full information about it, is less likely to be influenced by the
advice or examples of others.
On the other hand, a person who has little or no experience with the product
or service & does not expect to have access to objective information about it.
Eg: When a young corporate sales rep wants to impress his client, he may
take her to a restaurant that he knows from experience to be good or to one
that has been highly recommended by the local newspaper’s Dining Out
Guide. If he has neither personal experience nor information he regards as
valid, he may seek advice of a friend or a parent or imitate the behaviour of
others.
13. 2. CREDIBILITY, ATTRACTIVENESS AND POWER OF THE REFERENCE GROUP
A reference group that is perceived as credible, attractive, or powerful can
induce consumer attitude and behaviour change.
Eg: When consumers are concerned with obtaining accurate information
about the performance or quality of a product or service, they are likely to be
persuaded by those whom they consider trustworthy and knowledgeable. That
is, they are more likely to be persuaded by source with high credibility.
When consumers are primarily concerned with the approval or acceptance of
others, they like, they are likely to adopt their products, brands or other
behavioural characteristics.
When customers are primarily concerned with the power that a person/group
exerts over them, the might choose the product in order to avoid ridicule or
punishment.
14. 3. CONSPICUOSNESS OF THE PRODUCT
The potential influence of a reference group on a purchase decision varies
according to how visually or verbally conspicuous the product is to others.
A Visually Conspicuous Product is one that will stand out and be noticed.
Eg: Luxury items & Novelty Products
A Verbally Conspicuous Product may be highly interesting or it may be easily
described to others.
Products that are especially conspicuous and status revealing are more likely
to be purchased with an eye to the reactions of relevant others.
Eg: New automobile, fashion clothing, sleek laptop, etc.,
Privately consumed products that are less conspicuous are less likely to be
purchased with a reference group in mind.
Eg: Shaving Cream, Bath Soap, etc.,
15. 4. REFERENCE GROUP AND CONSUMER CONFORMITY
Marketers may have divergent goals with regard to consumer conformity.
Some marketers, especially market leaders, are interested in the ability to
reference groups to change consumer attitudes and behaviour by encouraging
conformity.
To be capable of such influence, a reference group must accomplish the
following:
1. Inform or make the individual aware of specific brand or product.
2. Provide the individual with an opportunity to compare hi/her own thinking
with the attitudes & behaviour of the group.
3. Influence the individual to adopt attitudes & behaviour that are consistent
with the norms of the groups.
4. Legitimize the decisions to use the same products as the groups.
17. 1. FRIENDSHIP GROUPS
Typically classified as informal groups because they are usually unstructured
and lack specific authority.
In terms of relative influence, after an individual’s family, his/her friends are
most likely to influence the individual’s purchase decision.
Seeking and maintaining friendships is a basic drive of most people.
Friends fill a wide range of needs: They provide companionship, security, and
opportunities to discuss problems that an individual may be reluctant to
discuss with family members.
Eg: Marketers of products such as brand-name clothing, fine jewelry, snack
foods, and alcoholic beverages recognize the power of peer group influence
and frequently depict friendship situations in their advertisements.
18. 2. SHOPPING GROUPS
Two or more people who shop together, whether for food, for clothing, or
simply to pass the time, can be called a shopping group.
Such groups are often offshoots of family or friendship groups and therefore,
they function as what has been referred to as purchase pal.
The motivation for shopping with a purchase pal range from a primarily social
motive (to share time together & enjoy lunch after shopping), to helping
reduce the risk when making an important decision.
In-home shopping party: A special type of shopping group is the which
typically consists of a group that gathers together in the same home of a
friend to attend a “party” devoted to demonstrating and evaluating a specific
line of products.
The in-home approach provides marketers with an opportunity to
demonstrate the features of their products to a group of potential customers.
19. 3. WORK GROUPS
The sheer amount of time people spend at their jobs, frequently more than
35 hours per week, provide ample opportunity for work groups to serve as a
major influence on the consumption behavior of the members.
a) Formal Work Group: it consists of individuals who work together as part of a
team, and thus have a sustained opportunity to influence each other’s
consumption related attitudes and actions.
b) Informal Friendship-Work Group: it consists of people who have become
friends as a result of working for the same firm, whether or not they work
together as a team, and they can influence the consumption behavior of
other members during coffee or lunch breaks or at after-work meetings.
20. BRAND COMMUNITIES
A Brand Community is a community formed on the basis of attachment to
a product or marquee.
A Brand Community is a specialized, non-geographically bound community,
based on a structured set of social relationships among admirers of a brand.
Eg: Harley Davidson Owners group (www.harleydavidson.com)
A group of runners who meet for a run (www.nike.com)
Eg:Jeep
Jeep developed its brand community. Jeep (www.jeep.com) conducts Jeep
Jamborees (regional rallies that concentrate on off-road driving), Camp Jeep
(national rallies offering off road driving and product related activities), and
Jeep 101 (an off road driving course with product related activities and
displays).
The result is that Jeep has fostered involvement in its brand community so
that the bond exists b/w the Jeep owner and (1) the product, (2) the brand,
(3) the company, (4) other Jeep ownners.
21. 4. VIRTUAL GROUPS OR COMMUNITIES
A virtual team (also known as a geographically dispersed
team or distributed team) is a group of individuals who work across time,
space and organizational boundaries with links strengthened by webs
of communication technology.
Powell, Piccoli and Ives define virtual teams in their literature review article
"as groups of geographically, organizationally and/or time dispersed workers
brought together by information and telecommunication technologies to
accomplish one or more organizational tasks.”
Eg: If you are a stamp collector you can chat online with others who share
your interest.
22. 5. CONSUMER ACTION GROUP
A particular kind of consumer group-A Consumer Action Group-has emerged
in response to the consumerist movement. Today there are a large number of
such groups that are dedicated to providing consumer products in a healthy
and responsible manner, and to generally add to the overall quality.
Consumer Action Group can be divided into 2 categories:
a. Those that organize to correct the specific consumer abuse & then
disband
b. Those that organize to address broader, more persuasive areas & operate
over an extended or indefinite period of time.
Eg: Temporary, Cause-Specific Consumer Action Group
A group of irate parents who band together to protest the opening of an
adult x-rated video rental store in their neighbourhood.
Eg: Enduring Consumer Action Group
Mothers Against Drunk Drive (MDDA) representatives serve on numerous
public advisory board and help local task force combat drunk driving.
23.
24. CELEBRITY AND OTHER REFERENCE GROUP
APPEALS
Appeals made by celebrities and other reference groups are used very
effectively by advertisers to communicate with the markets.
Five major types of Reference Group Appeals are:
1. Celebrity Appeal
2. Expert Appeal
3. Common Man Appeal
4. Executive & Employee Appeal
5. Trade or Spokes-Character Appeal
25. 1. CELEBRITY APPEAL
A celebrity is a person who has a prominent profile and commands a great
degree of public fascination and influence in day-to-day media. The term is
often synonymous with wealth (commonly denoted as a person with fame and
fortune), implied with great popular appeal, prominence in a particular field,
and is easily recognized by the general public.
26. 2. EXPERT APPEAL
A person because of his/occupation, special training, or experience is in a
unique position to help the prospective consumer evaluate the product or
service that the advertisement promotes.
Eg: An ad for a quality frying pan may feature the endorsement of a chef
Eg: Doctor promoting Sensodyne Toothpaste
27. 3. COMMON MAN APPEAL
A reference group appeal that uses the testimonials of satisfied customers is
known as the common-man approach.
The advantage is that it demonstrates to prospective customers that someone
just like them uses and is satisfied with the good or service being advertised.
The common man appeal is especially effective in public health
announcement (such as antismoking or high B.P. messages), for most people
seem to identify with people like themselves when it comes to such
messages.
Slice-of-life commercials: They focus on real life situations with which the
viewer can identify.
28. 4. EXECUTIVE & EMPLOYEE APPEAL
The firms have used their top executives as spokesperson in consumer ads.
The popularity of this type of advt. probably is due to the success and
publicity received by a number of executive spokespersons.
Like celebrity spokespersons, executive spokespersons seem to be admired by
the general population because of their achievements and the status
implicitly conferred on business leaders.
Eg: Pawan Goenka, President of Mahindra & Mahindra Ltd’s automotive
division, in a recent TV ad.
29. 5. TRADE OR SPOKES-CHARACTER APPEAL
Trade or Spokes-Character as well as familiar cartoon character serves as
quasi celebrity endorsers.
These trade spokesperson present an idealized image & dispense information
that can be very important for the product or service that they work for.
31. WHAT IS A FAMILY?
Family
is defined as a group of two or more people (one of whom is a
householder) related by birth, marriage or adoption and residing together
family comprises of:
Parents
Siblings
Spouse
Grandparents
Relatives (Cousins/Aunts, Uncles etc)
All families are households but all households are not families
32. Household:
Is a family and any unrelated person residing in the same house and
consuming food from a common kitchen at least once a day.
Two types of household:
Family Household
Institutional Household e.g.. Hostel
33. TYPES OF FAMILY
Family of Orientation
The family of orientation is the family you were born into involuntarily.
Consist of one’s parents and elders
Provides orientation towards
Social: Religion, Politics, Economics
Emotional: Self Worth, Ambition, Love and Care
Family of Procreation
Family of procreation refers to the family you create through marriage
and by having or adopting children.
Consist of one’s spouse and children
Most important buying unit in a market
34. Traditional Family Types:
Married Couple:
Simplest type of family consisting of husband and wife
Nuclear Family:
Consist of Husband Wife and at least one child
Extended Family:
Consist of a nuclear family with at least one grand parent
Joint Family:
Blood relatives and their spouses with kids staying
together
35. New Modes of Family
Blended Family:
A family in which either or both partner were previously
married
Single Parent Family:
A family in which only one of the parent is present
Unmarried Family:
Parents, unmarried, but living together
Communal Family:
A group of families living together and sharing
responsibility
36. SOCIALIZATION OF FAMILY MEMBERS
The socialization of family members, ranging from young children to adults, is
a central family functions
CONSUMER SOCIALIZATION OF CHILDREN
It is a process by which the children acquires the skills, knowledge, attitudes
and experiences necessary to function as consumers
Some of them acquires their consumer behavior norms through observations
of their parents and older siblings who function as a role models and sources
of cues for basic consumption learning
ADULT CONSUMER SOCIALIZATION
This process is not confined to childhood ,but is a ongoing process.
This process begins from the childhood and extends throughout a persons
entire life.
37. Intergenerational socialization-
It appears that it is quite common for certain product loyalty and brand
preferences which is been transferred from one generation to other
38. MODEL OF THE SOCIALIZATION PROCESS
Influence More Basic
Values/Behavior
•Moral/religious principles
•Interpersonal skills
•Dress/grooming standards
•Manners and speech
•Educational motivation
•Occupational career goals
•Consumer behavior norms
Influence More Expressive
Attitudes/Behavior
•Style
•Fashion
•Fads
•“In/Out”
•Acceptable consumer
behavior
Other Family
Members
Friends
Young Person
Preadolescent Adolescent Teens Older
39. FUNCTIONS OF A FAMILY
Provides Economic Well Being
Provides Emotional Support
Provides Suitable Life Style
Provides Social Relationships
Provides Morals and Ethical Values
Provides Religious Values
Provides Interpersonal Skills
40. FAMILY LIFE CYCLE
Stage 1 :Bachelorhood
Consists of young and single men and women who have establish households apart from their
partners
Maybe employed, some in college or graduated students who have left their parents home
Few Financial Burdens
Fashion and Recreation Oriented
Stage 2: Newly Married Couple
Consists of a married couple with one child
Financially better off
Highest purchase rate of consumables and durables
Romantically inclined
Household applications ,bedroom and living room furniture etc.
41. Stage 3 : Parenthood
Elementary school stage
Youngest child < 6 years of age
Low Liquid Assets
High purchase of baby food & baby oriented products
High school stage
Youngest child >= 6 years of age
Financially better off
College Phase
All children still financially dependent
High family influence on purchases
Major expense on higher education
42. Stage 4: Post Parent Hood
Head of the family in labor force
No Dependent Children
Expenditure in self development
Stage 5 :Dissolution :
Solitary Survivor – I
Single Surviving head of family in labor force
Supported by family and friends
Have high expendable income
Spent on loneliness reducing products and services
Solitary Survivor – II:
Single Surviving wife
Low levels of income and savings
Expenditure on medical products, security, affection
43. EIGHT ROLES IN THE FAMILY DECISION-
MAKING PROCESS
Initiators or gatekeeper- Initiators in a family first think of buying certain
products and start gathering information to aid the decision e.g. adults,
young
Influencers- Individuals whose opinion are sought concerning criteria to
use in making the same purchase and which products or brands most likely
fit those evaluative criteria, friends or peer group members.
Deciders– Such person hold the financial authority or power to decide
amount of money that may be spent on buying those products or brands
e.g. parents
Buyers- The persons who perform the task of visiting the retail store,
calling on suppliers, making payments and bringing the products home e.g.
housewives, servant.
Preparers– family members who transform the product into a form suitable
for consumption by other family members e.g. mother or elder children.
44. Users– The person who consume the product or service e.g. the whole family
or the children.
Maintainers- Family members who service or repair the product so that it will
provide continued satisfaction e.g. mothers or other family members.
Disposers- Family members who initiate the process or carry out the task of
disposal or discontinuation of a particular product or services e.g. parents or
adults.
45. FAMILY DECISION MAKING PROCESS
Communication
targeted at Children
Communication
targeted at Parents
Influencer
(Children)
Initiator
(Parents,
Children)
Information
Gathering
Decision
Maker
(Parents,
Children)
Purchaser
(Parents)
User
(Parents,
Children)
46. TYPES OF FAMILY DECISIONS
Husband Dominated Decisions
Husband takes the purchase decisions
Traditionally in products like Automobiles, Alcohol, Insurance
Wife Dominated Decisions
Wife takes the purchase decisions
Traditionally in products like household maintenance items, food and kitchen appliances
Joint Decision Making
Both husband and wife make the decision
Traditionally in School choice, living room furniture, vacations
Child Dominated Decision Making
Child makes the “final product” decision
Traditionally on children related items
Unilateral Decision Making
Taken by any member of the family
Traditionally on Personal Care items, low priced goods
47. CONFLICT RESOLUTION
Family Decisions are bound to create conflict
Conflicts are resolved by:
Bargaining:
Reaching a compromise on which product to buy
Impression Management:
Misrepresentation of facts in order to create favorable impressions
Use of Authority:
Claiming superior authority to resolve the conflict
Reasoning:
Using logical arguments to resolve the conflict
Playing on Emotions:
Using emotions to resolve the conflict
Additional Information:
Getting additional Data or Third Party Information
49. SOCIAL FACTORS AFFECTING CONSUMER
BEHAVIOUR
Social factors are made up of:
Reference group
Family
Roles/status
50. REFERENCE GROUP
It consists of all the groups that have a direct/indirect influence on the persons
attitude /behavior
Reference group are of three types-
1. Membership group
those group having direct influence on a person
Primary –family/friends/ neighbors /co-workers whom that person interacts daily
Secondary- formal /less interaction such as professional /relational /trade unions
2. Aspirational group
Groups in which a person would like to belong
3. Dissociative group
Groups whose values one rejects
51. FAMILY
Most important customer-buying organization in society .
Two types of family
1. Family of orientation(parents/siblings)-it gives a person orientation towards
religion/politics /economics
2. Family of procreation-it influences a buyer based on position
Husband ,wife ..etc
52. ROLES AND STATUS
Role –activities a person is expected to perform
Each role would influence the person’s buying
Behavior
status – each role carries a status/position
People choose products that communicate their role/status.
53. CULTURAL FACTORS AFFECTING CONSUMER
BEHAVIOR
Cultural factors are comprise of set of values and ideologies of a particular
community or group of individuals.
It is the cultural which decides the way he/she behaves.
Cultural is nothing but value of and individuals
Whatever a individual learn from their parents and relative as a child become
his culture
Cultural factors have a significant effect on an individual’s buying decision
Every individuals has different sets of habits, belief and principles which
he/she develops from his family status and background
SUBCULTURES
Each cultural is further comprise of various subcultures such as religion, age,
geographical locations ,gender ,status
55. CULTURE
The sum total of learned beliefs, values, and customs that serve to regulate
the consumer behavior of members of a particular society. Culture offers
order, direction, and guidance
in all phases of human problem solving:
When to eat, Where to eat,
What to eat for each meal,
What to serve guests at a dinner party,
picnic, or wedding.
56. ISSUES IN CULTURE
Enculturation and acculturation
Language and symbols
Ritual
Sharing of Culture
57. WHY IT IS IMPORTANT FOR MARKETERS TO
UNDERSTAND THE CULTURAL IMPACT ON
CONSUMER BEHAVIOUR?
Because culture satisfies needs
Culture exists to satisfy the needs of the people within a society. It offers order,
direction and guidance in all phases of human problem solving by providing ‘tried and
true’ methods of satisfying physiological, personal, and social needs.
e.g.:- Culture provides standards and ‘rules’ about when to eat, where to eat, what is
appropriate to eat for breakfast, lunch, dinner… etc...
Because culture is learned
Unlike innate biological characteristics, culture is learned. The three distinct forms
of cultural learning are formal learning, informal learning and technical learning.
Although a firm’s advertising and marketing communications can influence all three
types of cultural learning, it is likely that many product marketing messages enhance
informal learning by providing the audience with a model of behaviour to imitate.
58. Because of Acculturation
Acculturation is an important concept for marketers who plan to sell their
products in foreign or multinational markets. In such cases, marketers must study
the specific cultures of their potential target markets to determine whether
their products will be acceptable to its members and if so, how they can best
communicate the characteristics of their products to persuade the target market
to buy.
When using Language and Symbols
To communicate effectively with their audiences, marketers must use
appropriate symbols to convey desired product images or characteristics. These
symbols can be verbal or nonverbal.
59. When facilitating Rituals
Most important from the standpoint of marketers is the fact that rituals tend to
be replete with ritual artifacts that are associated with or somehow enhance the
performance of the ritual.
Because culture is shared
Various social institutions within a society transmit the elements of culture and
make the sharing of culture a reality. Such institutions are family, educational
institutions, houses of worship and most importantly mass media. Because
consumers receive important cultural information from advertising
Because culture is dynamic
To fulfil its need gratifying role, culture continually must evolve if it is to
function in the best interests of a society. For this reason, the marketer must
carefully monitor the socio-cultural environment in order to market an existing
product more effectively.
60. THE MEASUREMENT OF CULTURE
Content Analysis
Consumer Fieldwork
Value Measurement Instruments
61. INDIAN CORE VALUES
Achievement and success
Activity
Efficiency and practicality
Progress
Material comfort
Individualism
Freedom
External conformity
Humanitarianism
Youthfulness
Fitness and health
62. CRITERIA FOR VALUE SELECTION
The value must be pervasive.
The value must be enduring.
The value must be consumer-related.
63. SUBCULTURES
Subgroups of people who don’t think/ behave alike. They share most of society’s
norms, values, beliefs but they change some of society’s ideas to reflect more
closely to their own needs.
IMPORTANT FEATURES OF SUBCULTURE:
Provide a sense of belonging and identity.
Develop unique features
Rules of behavior are set up for dealing with the outside world.
Supports group members in their daily activity
Even if they are ridiculed by other groups in society, subculture members know
that upon returning on their own, they will receive social support and approval
Special signals- they are the same with the way they use language, dress,
handshakes. They uses special signals to notice/ identify each other without being
notice by an outsiders
64. TYPES OF SUBCULTURE
Nationality Subculture – Ex: Indians born in US and Indians born in India. US-
Indians are influenced by Indian food, tradition, custom, beliefs etc.
Religious Subculture- purchasing is done according to the religious identity or
influenced by religious identity.
Geographic and regional subculture- Consumption and eating habits
depends on geographic conditions and region like Energy drinks are more
prefer by San Francisco rather then Philadelphia, Ground Coffee is more liked
by Boston people rather then Los Angeles one.
Racial Subculture- Differences in lifestyle, consumer spending patterns etc.
Age Subculture
Gender Subculture- Masculine/ Feminine Market with their respective
products
65. WHAT IS CROSS- CULTURAL MARKETING?
Cross-cultural marketing is defined as “the effort to determine to what
extent the consumers of two or more nations are similar or different. This will
facilitate marketers to understand the psychological, social and cultural
aspects of foreign consumers they wish to target, so as to design effective
marketing strategies for each of the specific national markets involved.”
THE FIRM’S OBJECTIVES COULD BE
1. To determine how consumers in two or more societies are Similar / different
and devise suitable, appropriate strategies
2. Devise individualized marketing strategy if cultural beliefs, values and
customs of a specific country are different
67. CROSS-CULTURAL VARIATIONS: FACTORS
INFLUENCING NON-VERBAL COMMUNICATIONS AND
ALSO BECOME PROBLEMS FOR THE MARKETERS
Space
Friendship - Two or more nations with each other
Agreements
Symbols
Etiquette (basic manners)
National Language
Country-of-Origin Issues
Ethnocentricity
Animosity
Bi-national products
Matchup Hypothesis
Time
68. CROSS-CULTURAL CONSUMER ANALYSIS
To determine whether and how to enter in a foreign market, we need to
conduct some form of cross-cultural consumer analysis.
Cross-cultural consumer analysis can be defined as the effort to determine to
what extent the consumers of two or more nations are similar or different.
Such analysis can provide marketers with an understanding of the
psychological, social, and cultural characteristics of the foreign consumers
they wish to target, so that they can design effective marketing strategies for
the specific national markets involved.
69. BASIC RESEARCH ISSUES IN CROSS-
CULTURAL ANALYSIS
Differences in language and meaning, e.g. restroom
Difference in market segmentation opportunities, e.g. age while buying the
first car
Difference in consumption patters,
Difference in the perceived benefits of products and services, e.g. yogurt
Differences in the criteria for evaluating products and services, e.g. credit
cards
Difference in economic and social conditions and family structure, e.g. family
soap
Differences in marketing research and conditions, e.g. direct-mail lists
Differences in marketing research possibilities, e.g. telephone surveys
70. SIMILARITIES AND DIFFERENCES AMONG
PEOPLE
A major objective of cross-cultural consumer analysis is to determine how
consumers in two or more societies are similar and how they are different.
According to some personality traits or behavioral aspects of the consumer we
can analyze the things.
Fight for one’s beliefs/positions
Individualistic
Clear-cut
Specific
Display emotions in public
Result oriented
Make a short story long
Verbal communication important
Interested in what is spoken
71. The Growing global middle class
Acculturation is a needed marketing view point
73. WHAT IS SOCIAL CLASS?
Social class is defined as 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.
74. SOCIAL CLASS AND SOCIAL STATUS
Researchers often measure social class in terms of social status means they
define each social class by the amount of status the members of that class have
in comparison with members of other social classes.
Ex- Doctors are more respected than criminals because of their job profile.
75. SOCIAL CLASS RESULT FROM SOCIO-
ECONOMIC FACTORS
Education
Occupation
Income level
Ownership
Heritage
76. CHARACTERISTICS…
Social classes are hierarchial that is from high status to low status, based on
this criteria individuals are placed within a class on this hierarchy.
Social classes restrict behaviour and interactions between the class is limited.
Social classes are homogenous. Based on similarities of factors such as
education, activities, interests, opinions, attitudes and other behaviour
patterns, social classes are viewed as homogenous divisions of a society.
Social class are dynamics and social stratification can be of two types. In a
closed system people are born into a social class and cannot leave it whereas
in open system people have some opportunity to move upward or downward
from one social class to another.
77. SOCIAL CLASS CATEGORIES
W. Lloyd Warner in 1941 identified six social classes-
Upper-upper
Lower-upper
Upper-middle
Lower-middle
Upper-lower
Lower-lower
78. SOCIAL CLASS PROFILES
The upper-upper class (Country Club Establishment)
Small number of well established families
Belong to best country clubs and sponsor major charity events
Serve as trustees for local colleges and hospitals
Prominent physician and lawyers
Accustomed to wealth, so do not spend money conspicuously
The lower upper class (new wealth)
Represent as new money
Successful business
Not quite accepted by the upper crust of society
Conspicuous users of their new wealth
79. The upper middle class (achieving professionals)
have neither family status nor unusual wealth
Career oriented
Young successful professionals, corporate managers and business owners
Their homes serve as symbols of their achievements
Consumption is often conspicuous
the lower middle class (faithful followers)
Want to achieve respectability and be accepted as good citizens
Want their children to be well behaved
Prefer a neat and clean appearance and tend to avoid faddish or highly styled
clothing
80. the upper lower class (security minded majority)
The largest social class segment
View work as means to buy enjoyment
High wage earners in this group may spend impulsively
Interested in items that enhances their leisure time eg t.v sets
Want children to behave properly
the lower-lower class (rock bottom)
Poorly educated, unskilled laborers
Often out of work
Children are often poorly treated
Tend to live a day-to-day existence
81. THE MEASUREMENT OF SOCIAL CLASS
Subjective Measures: individuals are asked to estimate their own social class
positions.
Reputational Measures: informants make judgments concerning the social
class membership of others within the community.
Objective Measures: individuals answer specific socioeconomic questions and
then are categorized according to answers.
82. OBJECTIVE MEASURES
Single variable indexes
Occupation
Education
Income
Other variables
Composite variable indexes
Index of status characteristics
Socioeconomic status score