收入和社会阶层

13-1Chapter13IncomeandSocialClassCONSUMERBEHAVIORFourthEditionMichaelR.Solomon13-2IncomePatterns•TheaverageAmerican’sstandardoflivingcontinuestoimproveandcanbelinkedto:–Women’srolesintheworkplace-womenareobtainingmorehigh-payingoccupations,and–Increasesintheattainmentofeducation-collegegraduatesearn50%morethanhighschoolgrads.•Consumerdemandforgoodsandservicesdependsonabilityandwillingnesstobuy.–DiscretionaryIncomeisthemoneyavailabletoahouseholdoverandabovethatrequiredforacomfortablestandardofliving.–Consumerstendtoequatemoneywithsecurityandcomfortandtheyareanxiousaboutholdingontowhattheyhave.13-3ConsumerConfidence•Consumers’beliefsaboutwhatthefutureholdsisanindicatorofConsumerConfidence.–Reflectstheextenttowhichpeopleareoptimisticorpessimisticaboutthefuturehealthoftheeconomy.–Whenpeoplearepessimisticabouttheirprospects,theytendtocutbacktheirspendingandtakeonlessdebt.–Whentheyareoptimisticaboutthefuture,theytendtoreducetheamounttheysave,takeonmoredebt,andbuydiscretionaryitems.13-4SocialClassSocialClassisDeterminedbyaComplexSetofVariables,Including:Income,FamilyBackground,andOccupation.SocialClassInfluences:HowMuchMoneyWillBeSpentHowMoneyWillBeSpentAccesstoResourcesSuchasEducation,Housing,andConsumerGoodsTasteandLifestyles13-5SocialStratificationStatusHierarchySomeMembersAreSomehowBetterOffThanOthersAchievedStatusEarnedThroughHardWorkAscribedStatusObtainedThroughLuckorInheritanceSocialStratificationReferstotheCreationofArtificialDivisionsInaSocietyby:13-6ClassStructureintheU.S.Upper-Upper0.3%Lower-Upper1.2%Upper-Middle12.5%MiddleClass32%WorkingClass38%LowerButNotLowest9%RealLower-Lower7%AccesstoResourcesSuchAsMoney,Education,andLuxuryGoods13-7SocialMobilitySocialMobilityReferstothePassageofIndividualsFromOneSocialClasstoAnother.HorizontalMobilityUpwardMobilityDownwardMobility13-8ComponentsofSocialClassEducationalAttainmentOccupationalPrestigeIncome13-9RelationshipBetweenIncomeandSocialClass•Therelationshipbetweenincomeandsocialclass:–Moreincomedoesn’tnecessarilyresultinincreasedstatusorchangedconsumptionpatterns.–Incomepredictspurchaseofexpensiveproductswithoutstatus(i.e.majorappliances).–Socialclasscanpredictthepurchaseoflowtomoderatepricedsymbolicproducts(i.e.cosmetics).–Bothsocialclassandincomeareneededtopredictpurchasesofexpensive,symbolicproducts(i.e.cars,homes).13-10MeasurementofSocialClassProblemsWithMeasuresofSocialClassChangesinFamilyStructureStatusInconsistencyWomenandSocialClassIncreasingAnonymity13-11HowSocialClassAffectsPurchaseDecisionsAppropriate?CodesWorldviewTasteCulturesConsiderationsforConstructingMarketingMessages13-12TargetingDifferentIncomeLevelsTargetingthePoorTargetingtheRich14%ofAmericansLiveBelowthePovertyLineManyFeelAlienatedbySocietySomeFirmsDevelopProductsforThemEducateConsumersonHowtoStretch$ManyFirmsTargetAffluentMarketsTheNouveauRichesSomeFirmsLocateClosertothisMarketThe“GetSet”LuxuryProductsAreImportant“OldMoney”Consumers13-13StatusSymbolsTheBillboardWifeStatusSymbolsLeisureClassCommonCharacteristicsofConspicuousConsumptionModernPotlatchParodyDisplay