Social class in consumer behaviour and marketing with examples

People in different social class groupings have different values, attitudes, and behaviour. Social class influences consumer attitudes, and behaviour. Social class is a key topic in consumer behaviour and marketing under the study of the behaviour of consumers in their social setting or sociological influences on consumer behaviour.

Marketers are interested in social class because of its influence on consumer buying decisions. Evidence indicates that freedom to spend is influenced heavily by confidence in the future and the economy. Marketers use social class categories to develop marketing strategies for different segments.

Members of each social class are assessed in terms of specific status factors such as wealth, power and prestige. Social class has been estimated through subjective, reputation or objective measures over the years. Marketers use the knowledge about social class to develop strategies that will influence consumer decisions.

They do this by making hierarchical product offers, reference group appeals and market segmentation based on social class among other strategies that are specific to various groups.

The video covers:
Influence of social class on marketing strategies
Social class and buying behavior
Social class and segmentation
Social class and attitudes
Reference groups
Sociology of consumers
Consumers in their social setting
Prestige, wealth and status
High middle and low income buyers
Subjective measures of social class
Objective measures of social class
Reputation measures of social class
Kenya Examples


We all need to elevate our mindsets at this time!

By Dr Catherine Ngahu
Elevatus!
00:00 Social class and consumer decisions
01:31 What is social class?
02:23 Status and prestige in behavioural science
03:33 Subjective and reputation measures of social class
07:21 Objective measures of social class
09:17 Hierarchical product offers in marketing
11:41 Social class in market segmentation
12:21 Pursuit of leisure and social class
13:38 Frame of reference in social class