Mobility and succession is a dual concept related to

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Unformatted text preview: as “nerds”, “weirdos”, and sporty.” This example is vital in citing the impact on a child’s soation and child rearing values. Power describes the manner in which leaders are formed in the respective class groups [Hong, 2000:457]. The control factor is becoming more important to youngsters as parents are readily seeing their own authority slightly diminishing [Murray, 2002:16]. Mobility and succession is a dual concept related to the stability or instability of stratification systems. Succession refers to the process of children inheriting the class position of their parents [Hong, 2000:457; Engel et al., 1995:687; and Mitchell, 1995:40]. A child that has grown up in an environment of luxury and is nurtured profusely, may for instance, follow in her parents footsteps with regard to where she fits in society’s classes. A closing issue that deals with the determinants of social class is that of values – shared beliefs about how people should behave. This indicates the social class to which one belongs. When a group of people share a common set of convictions that organise and relate many specific attributes, it is possible to categorise an individual in the group by the degree to which he or she possesses these values [Hawkins et al., 2001:717]. With regard to demographics (the study of characteristics of a human population) and geographics (the study of characteristics of a geographical region), the only issue that needs introduction for the time being is that of different types that are able to influence consumer behaviour and social stratification. A list of potential geographic categories includes population size, density, climate and region. An inventory of possible demographic categories includes age, gender, race, occupation, religion, family size, nationality, education and income [Hawkins et al., 2001:112; Cravens, 2000:116; and Kotler, 2000:263]. 56 As consumer wants, preferences and usage rates are often associated with demographic and geographic variables, it is expected that the demographics of the targeted Millennial Generation will heavily influence the recommendations to the respective retailers. The previously mentioned demographic categories are dealt with in setting up the marketing questionnaire for this research report and are examined in chapter four. 2.5.3 Reference groups Reference groups are generally defined as groups whose presumed perspectives or values are being used by an individual as the basis for his or her current behaviour, beliefs and feelings [Hawkins et al., 2001:226; Schiffman & Kanuk, 2000:203; Levy & Weitz, 1998:139; Churchill & Peter, 1998:155; and Engel et al., 1995:716]. Reference groups play a huge role in the lives of young consumers as they are sometimes easily moulded into consumers depending on their reference groups. Groups are generally classified in four categories, namely primary, secondary, aspirational and dissociative. Primary groups (such as family and friends) are often regarded as the most influential and are characterised by freq...
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