mktg371_030408 - Marketing 371 March 4, 2008 Social Class...

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Marketing 371 March 4, 2008 Social Class and Consumer Behavior Upward pull strategy o Middle class aspires to move up o Prefer products consumed by upper o Position upper class symbolism for middle class products Social standing is derived o SES factors determine Unique class behaviors and how they apply to certain products Preferences for certain products (beer versus wine) Purchase behavior (how much, frequency, etc.) Consumption and use Media and communication SES Impact on Various Behaviors o Child Rearing Middle class Child has decision making power along with parent. Therefore, marketers started to target actual children in their marketing approaches. Lower Class Parent is more in charge of the child o Illness Middle class We go promptly, unless we know the doctor will take a lot of time. Sometimes we go too promptly eventhough we probably don’t need to. Therefore, marketers can profit from this Lower class They don’t go to doctor since they’re poor. Instead, they
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mktg371_030408 - Marketing 371 March 4, 2008 Social Class...

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