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Social Class

Social classes are society's relatively permanent divisions whose members share similar values and behaviors. A consumer's behavior is influenced by social factors like groups, family, and roles/status. Groups can directly influence consumers and include primary groups like family and friends and secondary groups like professional organizations. Families strongly impact buying behaviors, and marketers are interested in how husbands, wives, and children influence purchases. A person's roles and status are defined by their positions in different groups like family, work, clubs, and organizations.

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Saroj Singh
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60 views3 pages

Social Class

Social classes are society's relatively permanent divisions whose members share similar values and behaviors. A consumer's behavior is influenced by social factors like groups, family, and roles/status. Groups can directly influence consumers and include primary groups like family and friends and secondary groups like professional organizations. Families strongly impact buying behaviors, and marketers are interested in how husbands, wives, and children influence purchases. A person's roles and status are defined by their positions in different groups like family, work, clubs, and organizations.

Uploaded by

Saroj Singh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Social Class:-

Almost every society has some form of social structure, social classes are society’s relatively
permanent and ordered divisions whose members share similar values, interests and behaviour.

02. Social Factors:-

A consumer’s behaviour also is influenced by social factors, such as the (i) Groups (ii) Family
(iii)Roles and status

Groups:-
Two or more people who interact to accomplish individual or mutual goals. A person’s
behaviour is influenced by many small groups. Groups that have a direct influence and to which
a person belongs are called membership groups. Some are primary groups includes family,
friends, neighbours and coworkers. Some are secondary groups, which are more formal and have
less regular interaction. These include organizations like religious groups, professional
association and trade unions.

Family:-
Family members can strongly influence buyer behaviour. The family is the most important
consumer buying organization society and it has been researched extensively. Marketers are
interested in the roles, and influence of the husband, wife and children on the purchase of
different products and services.

Roles and Status:-


A person belongs to many groups, family, clubs, organizations.The person’s position in each
group can be defined in terms of both role and status.For example. M & “X” plays the role of
father, in his family he plays the role of husband, in his company, he plays the role of manager,
etc. A Role consists of the activities people are expected to perform according to the persons
around them.
03. Personal Factors:-
It includes
i) Age and life cycle stage (ii) Occupation (iii) Economic situation (iv) Life Style (v) Personality
and self concept.
Age and Life cycle Stage:-
People change the goods and services they buy over their lifetimes. Tastes in food, clothes,
furniture, and recreation are often age related. Buying is also shaped by the stage of the family
life cycle.

Occupation:-
A person’s occupation affects the goods and services bought. Blue collar workers tend to buy
more rugged work clothes, whereas white-collar workers buy more business suits. A Co. can
even specialize in making products needed by a given occupational group. Thus, computer
software companies will design different products for brand managers, accountants, engineers,
lawyers, and doctors.

Economic situation:-
A person’s economic situation will affect product choice

Life Style:-

Life Style is a person’s Pattern of living, understanding these forces involves measuring
consumer’s major AIO dimensions.
I.e. activities (Work, hobbies, shopping, support etc) interest (Food, fashion, family recreation)
and opinions (about themselves, Business, Products)
Personality and Self concept:-
Each person’s distinct personality influences his or her buying behaviour. Personality refers to
the unique psychological characteristics that lead to relatively consistent and lasting responses to
one’s own environment.

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