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Consumer Behavior: Social Class

The document discusses how social class affects consumer behavior. It outlines several dimensions along which upper and lower social classes differ, including their use of time, degree of abstraction, emotionality, risk perception, family and community involvement, dwelling, furnishings, clothing, medical treatment, dietary habits, recreation, work, financial practices, media exposure, and shopping habits.

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Md Kyser Hamid
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27 views

Consumer Behavior: Social Class

The document discusses how social class affects consumer behavior. It outlines several dimensions along which upper and lower social classes differ, including their use of time, degree of abstraction, emotionality, risk perception, family and community involvement, dwelling, furnishings, clothing, medical treatment, dietary habits, recreation, work, financial practices, media exposure, and shopping habits.

Uploaded by

Md Kyser Hamid
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Consumer Behavior

Social Class

Social
Class
Determinants
Distinctions

Education
Occupation
Income
Wealth
Dwelling
Family

Values & Beliefs


Beliefs
Habits
Lifestyles
Relationships
Consumption

The Use of Time


Up-Scale
Late Daily Schedule
Distant Time
Horizon
Down-Scale
Early Daily Schedule
Close Time Horizon

Degree of Abstraction
Up-Scale
Complex, Abstract Thinking
Intangibles Are Acceptable
Down-Scale
Simple, Concrete Thinking
Tangibles Are Preferable

Masculine Emotionality
Up-Scale
Little Hostility Expressed
Sentimentality Acceptable
Down-Scale
Open Aggression Expressed
Sentimentality Unacceptable

Perception of Risk
Up-Scale
Little Risk Perceived
Loss Viewed as Feedback
Down-Scale
World Viewed as Risky
Others Blamed for Losses

Family Interactions
Up-Scale
Limited Sex Roles
Want Precocious Children
Down-Scale
Strong Sex Roles
Want Obedient Children

Community Involvement
Up-Scale
Active Community
Participation
Strive for Upward Mobility
Down-Scale
Perceive Lack of Potency
Strive to Maintain Position

Family Dwelling
Up-Scale
The Home is Symbolic
The Outside is
Important
Down-Scale
Proximity is Important
The Inside is Emphasized

Home Furnishings
Up-Scale
Furnishings are
Coordinated
Reliable Appliances Sought
Down-Scale
Furnishings are Durable
Labor-Saving Appliances Sought

Clothing and Appearance


Up-Scale
Fashionable Clothes Required
Personal Services are Necessities
Down-Scale
Durable Clothes Preferable
Personal Services are Luxuries

Medical Treatment
Up-Scale
The Body Seen as a
Residence
Self-Responsibility Recognized
Down-Scale
Identification with the Body
Experts are Responsible

Dietary Habits
Up-Scale
Judge Quality over
Quantity
Cooking May Be Creative
Down-Scale
Judge Quantity over Quality
Cooking is Usually a Chore

Recreation, Entertainment
Up-Scale
Prefer Active Participation
Use Technical Equipment
Down-Scale
Prefer Spectatorship
Use Power Equipment

Work and Leisure


Up-Scale
Strive for Achievement
Paid for Performance
Down-Scale
Desire for Security
Paid for Time on the Job

Financial Practices
Up-Scale
Routinely Save and Invest
Use Credit Cards for
Convenience
Down-Scale
Save for Large Purchases
Use Credit Cards for Credit

Media Exposure
Up-Scale
News and Information
Programs
Drama and Documentaries
Down-Scale
Mainly Entertainment Programs
Games, Soaps, and Sports

Shopping and Buying


Up-Scale
Purchases Often Planned
Products Judged on
Merit
Down-Scale
Impulse and Last-Minute Buying
Brand and Small Store Loyalty

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