纺织 营销 服装 第四部分 大纲.ppt

Chapter12 Social Class Influences Social class Social class refers to the position of an individual or family on a social scale based on criteria valuable to society. Social Stratification Society can be divided into several stratification, each has the same social status. The simple classification is the blue collar and the white collar. Part4 Environmental Influences on Consumer 12.1 The importance of social class to marketing strategy Market segmentation. Different social classes reflect different values, and these differences are manifested in consumer buying behavior. Advertising. The symbols used in ad must be understood by the social class to which the ad is directed. Distribution. Lower class consumers are more likely to shop in discount stores, in local stores. Upper class consumers are likely to shop in regular department stores. LAST CHAPTER NEXT CHAPTER Product development. Social class may react differently to product characteristics and styles. Part4 Environmental Influences on Consumer 12.2 The Nature of Social Class. Social classes have status. Social classes are hierarchical. Social classes serve as a frame of reference for individual norms, attitudes, and behavior. Social classes are dynamic. Social classes discourage contact with members of other class groups. 12.3 Social Class Categories and Measurement Index of Status Characteristics(ISC) The ISC is based on the following socioeconomic indicators: LAST CHAPTER NEXT CHAPTER 1.Occupation(weighted by a factor 4) 2.Source of income(weighted by a factor3) 3.House type(weighted by a factor 3) 4.Dwelling area(weighted by a factor 2) Coleman-Rainwater Social Standing Hierarchy 1.The Upper Upper Class(0.3% of the population) 2.The Lower Upper Class(1.2% of the population) 3.The Upper Middle Class(12.5% of the population) 4.The Lower Middle Class(32% of the population) 5.T