消費(fèi)者行為英文版13 175個(gè)ch131

Chapter

13Chapter

13eandSocial

ClassCONSUMER

BEHAVIORFourth

EditionMichael

R.

SolomonePatternsePatternsThe

average

American’s

standard

of

livingcontinues

to

improve

and

can

be

linked

to:Women’s

roles

in

the

workplace

-

women

areobtaining

more

high-paying

occupations,

andIncreases

in

the

attainment

of

education

-college

graduates

earn

50%

more

than

highschool

grads.Consumer

demand

for

goods

and

servicesdepends

on

ability

and

willingness

to

buy

.Discretionary e

is

the

money

available

to

ahousehold

over

and

above

that

required

for

acomfortable

standard

of

living.Consumers

tend

to

equate

money

with

securityConsumer

ConfideConsumer

ConfidenceConsumers’

beliefs

about

what

the

futureholds

is

an

indicator

of

ConsumerConfidence.Reflects

the

extent

to

which

people

are optimistic

or

pessimistic

about

the

future health

of

the

economy.When

people

are

pessimistic

about

their prospects,

they

tend

to

cut

back

their spending

and

take

on

less

debt.When

they

are

optimistic

about

the

future, they

tend

to

reduce

the

amount

they

save, take

on

more

debt,

and

buy

discretionary items.Social

ClaSocial

ClassSocial

Class

is

Determined

by

a

Complex

SetofVariables,

Including: e,

Family

Background,

andOccupation.Social

Class

Influences:HowMuch

Money

Will

Be

SpentHow

Money

Will

BeSpentAccess

to

Resources

Such

as

Education,

Housing,and

Consumer

GoodsTaste

and

LifestylesSocial

StratificatiSocial

StratificationStatusHierarchySome

Members

AreSomehow

Better

OffThan

OthersAchievedStatusEarned

ThroughHard

WorkAscribedStatusObtained

ThroughLuck

or

InheritanceSocial

Stratification

Refers

to

the

Creation

ofArtificialDivisions

In

a

Society

by:Class

Structure

in

the

UClass

Structure

in

the

U.S.Upper-Upper0.3%Lower-Upper1.2%Upper-Middle12.5%Middle

Class32%Working

Class38%Lower

But

NotLowest9%Real

Lower-Lower7%Access

to

Resources

Such

As

Money,Education,

and

Luxury

GoodsSocial

MobilitSocial

MobilityHorizontal

MobilitySocial

Mobility

Refers

to

thePassage

of

Individuals

FromOne

Social

Class

to

Another.UpwardMobilityHorizontal

MobilityDownwardMobilityComponents

of

Social

CComponents

of

Social

ClassOccupationalPrestigeeEducationalAttainmentRelationship

Between

eand

Social

ClassRelationship

Between

e

and

Social

ClassThe

relationship

between e

and

social

class:More e

doesn’t

necessarily

result

in

increasedstatus

or

changed

consumption

patterns.

e

predicts

purchase

of

expensive

productswithout

status

(i.e.

major

appliances).Social

class

can

predict

the

purchase

of

low

tomoderate

priced

symbolic

products

(i.e.cosmetics).Both

social

class

and e

are

needed

to

predictpurchases

of

expensive,

symbolic

products(i.e.

cars,

homes).Measurement

of

Social

ClMeasurement

of

Social

ClassProblemsWithMeasures

ofSocial

ClassChanges

inFamilyStructureChanges

inFamilyStructureStatusnconsistencStatusInconsistencyWomenandSocialClassWomenandSocialClassIncreasingAnonymityIncreasingAnonymityHow

Social

Class

AffePurchase

DecisionsHow

Social

Class

AffectsPurchase

DecisionsAppropriate?CodesWorldviewTasteCulturesConsiderationsfor

ConstructingMarketingMessagesTargeting

Different

eLevelsTargeting

Different

e

LevelsTargeting

thePoorTargeting

theRich14%

of

Americans

LiveBelow

the

Poverty

LineMany

Feel

Alienated

bySocietySome

Firms

DevelopProducts

for

ThemEducate

Consumers

onHow

to

Stretch

$The

Nouveau

RichesSome

Firms

LocateCloser

to

this

MarketThe

“Get

Set”Many

Firms

TargetAffluent

Marke