ppt课件-chapter11 social classand consumer behaviour（chapter11社会classand消费者行为）.pptVIP

Chapter 11Social Class and Consumer Behaviour Consumer Behaviour Canadian Edition Schiffman/Kanuk/Das Social Class The division of members of a society into a hierarchy of distinct status classes, so that members of each class have either higher or lower status than members of other classes. Characteristics of Social Class Is hierarchical Is a natural form of segmentation Provides a frame of reference for consumer behaviour Reflects a person’s relative social status In Canada, individuals can up or down the social class hierarchy Social Class and Social Status Status is frequently thought o