소비자행동론 Chapter 13. Social class and household Influences

소비자행동론 Chapter 13. Social class and household Influences [소비자행동론] Chapter 13. Social class and household Influences.ppt 목차 1. Social Class   2. How Social Class Changes Over TIme?   3. How Does Social Class Affect Consumption? 4. The Consumption Patterns Of Specific Social Classes?   5. How the Household influences consumption behavior? 6. Role that Household Members Play? 본문 Income Versus Social Class ○ More money - higher social standing ○ Income is not strongly related to social class for several reasons.  1.income levels often overlapsocial classes.  2.income increases greatly with age, but older workers do not automatically achieve    higher social staus.  3.in many countries an increasing numberof dual career families generate a higher than average income but not necessarily higher status. ○ Income is one factor related to social class, other factors play key roles as well. ○ Income is not strongly related to social class for several reasons. Conspicious consumption -related to social class -The acquisition and display of goods and services to show off onesstatus -Conpicious waste ; Visibly buying products and services that one never uses. -product or service development -messages -media exposure -channel selection ex) Rolex watch is a strong status symbol for upper-class consumers. 본문내용 hanges Over TIme? 3. How Does Social Class Affect Consumption? 4. The Consumption Patterns Of Specific Social Classes? 5. How the Household influences consumption behavior? 6. Role that Household Members Play? 1. Social Class Social Class The grouping of members of society according to status high to low *For example high, middle, lower. ○ Mostsociety have a social class hierarchy that con