1. Social Class and Household Influences
Chapter 13
Social Class and Household Influences

2. Learning Objectives Social class hierarchy and its determinants.
Social class and consumer behavior.
Three key forces changing social class structure in many countries.
Various types of households/families and the family life cycle.

3. Chapter Overview: Social Class and Household Influences (Exhibit 13.1)

4. Social Class Hierarchy
Social Class Systems
High
Middle
Lower
Social Class— Economic Substrata
Overprivileged
Class Average
Underprivileged

5. U.S. Social Classes That Have Subclasses
Upper Americans
Upper-upper
Lower-upper
Upper-middle
Middle Americans
Middle class
Working class
Lower Americans
“Not the lowest”
“Real lower-lower”

6. Social Classes of Thailand
Aristocracy
Elite
Upper-Middle Class
Lower-Middle Class
Lower Class

7. Class Structure by Culture (Exhibit 13.3)

8. German Social Classes (Exhibit 13.6)

9. Social Class Influence
Trickle-Down
Lower classes copy trends of upper classes
Status Float
Trends start in lower/ middle classes and spread upward

10. Social Class Determination
Income Versus Social Class—Income not strongly related
Occupation and Education—Strongest determinant of class standing
Other Indicators
Inherited Status
Earned Status
Social Class Indexes
Computerized Status Index
Status Crystallization

11. Social Class Changes Over Time
Upward Mobility—Education
Downward Mobility—Job loss
Status panic
Social Class Fragmentation
Blurred class divisions
Increased availability of mass media
Advances in communication technology

12. Social Class and Consumption
Conspicuous consumption and status symbols—conspicuous waste
Status symbols and judging others
Parody display
Fraudulent symbols
Compensatory consumption
Meaning of money
Both good and evil
Can you buy happiness?

13. Consumption Patterns of Specific Social Classes
Upper Class
Aristocracy
New Social Elite (Nouveax Riches)
Upper Middle Class
Middle Class— White-collar workers
Working Class— Blue-collar workers
Homeless
Struggle to Survive
Scavenging

14. Marketing Implications of Social Class
Product/service should reflect social class motives & values
Marketing messages should focus on groups’ distinctiveness
Media usage differs between classes
Different social classes shop at different stores
CAUTION: Social class may not be the best market segmentation variable.

15. Household Influences and Consumer Behavior
Types of Households
Family
Single Person Living Alone
Group of Individuals Living Together
Nuclear
Extended

16. Changes in Household Types (Exhibit 13.12)

17. The Family Life Cycle (Exhibit 13.13)

18. Changing Trends in Household Structure
Delayed Marriage
Cohabitation
Dual Career Families
Divorce
Smaller Families

19. Roles Household Members Play
Gatekeeper
Influencer
Decider
Buyer
User
Roles can be expressive or instrumental

20. Buyers and Users (Exhibit 13.15)

21. Basis for Household Role Conflict
Reasons for buying
Who should make decision
Which option to choose
Who uses product/service

22. Roles of Spouses in Decisions
Dominant
Husband
Wife
Decision
Autonomic
Syncratic
Bargaining Versus Concession
Children?