消费者行为 十三知识分享.pptVIP

13-* ? Copyright 1999 Prentice Hall Chapter 13 Income and Social Class CONSUMER BEHAVIOR Fourth Edition Michael R. Solomon Social Class Social Class is Determined by a Complex Set of Variables, Including: Income, Family Background, and Occupation. Social Class Influences: How Much Money Will Be Spent How Money Will Be Spent Access to Resources Such as Education, Housing, and Consumer Goods Taste and Lifestyles Social Stratification Status Hierarchy Some Members Are Somehow Better Off Than Others Achieved Status Earned Through Hard Work Ascribed Status Obtained Through Luck or Inheritanc