TAILIEUCHUNG - Lecture Consumer behaviour: Chapter 15 - Cathy Neal, Pascale Quester, Del Hawkins

Marketers need to understand the concept of social class and how it influences consumer behaviour. In this lecture we will examine the characteristics of social classes, how they are measured, the impact of social class on consumption and how this is used to develop marketing strategies. | Chapter 15 Social Class Concept of social class How social classes are measured Measurement problems marketing managers face Impact of social class on the consumption process Use of social class in developing marketing strategies 15– Marketers need to understand the concept of social class and how it influences consumer behaviour. In this lecture we will examine the characteristics of social classes, how they are measured, the impact of social class on consumption and how this is used to develop marketing strategies. Social Class Social class and consumption Social class cultural differences components of social class measurements of social class Social class and consumption differences global similarities segmenting the affluent Status symbols 15– For a social class system to exist in a society, the individual classes must meet five criteria. They must be (1) bounded, (2) ordered, (3) mutually exclusive, (4) exhaustive and (5) influential. Using these criteria, it is obvious that a strict and tightly defined social-class system does not exist in Australia or New Zealand. What does seem to exist, however, is a series of status continua that reflect various dimensions or factors that the overall society values. Education, occupation, income, and, to a lesser extent, type of residence, are important status dimensions. (See page 492.) Social Standing and Behaviour Each social class is different in terms of occupation, education, income, ownership and affiliations. Because of these differences, the lifestyles and consumption behaviour of individuals in one social stratum can be quite different from those in other strata. These differences can often provide marketers with useful insights into the consumption behaviour of certain segments of our population. This allows marketing managers to develop more effective marketing programs directed at these groups. (See page 491.) Not all Behaviours are Unique See pages 491–492. Behaviour and Social Class Unique .

• Marketing - Bán hàng
• Consumer behaviour
• Lecture Consumer behaviour
• Marketing strategy
• Consumer decision process
• Consumer loyalty
• Social class
• Consumer outlet selection
• Consumer movement
• Business buying behaviour
• Organisational buying
• Situational influences
• Problem recognition
• Information search
• Selecting alternatives
• Communication strategies
• The strength of learning
• Theories of motivation
• Attitude components
• Australasian society
• Household structure
• Group influence
• Cultural values
• Postpurchase processes
• Customer satisfaction
• An introduction to consumer behaviour
• A consumer society
• Buying and evaluating
• Learning and memory
• The world and themselves
• Cognitive dissonance on consumer buying behaviour
• Consumer buying behaviour
• Post purchase dissonance
• Fast Moving Consumer Goods
• Purchase of FMCG products
• Consumer decision
• Post purchase processes
• Outlet selection
• Product purchase
• Individual decision making
• Social media
• European family structures
• Household decision making
• Cultural change processes
• Communication skills
• Marketing strategies
• Habitual decision making
• Measuring problem recognition