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1、收入和社會(huì)階層ConsumerConfidenceConsumers’beliefsaboutwhatthefutureholdsisanindicatorofConsumerConfidence.Reflectstheextenttowhichpeopleareoptimisticorpessimisticaboutthefuturehealthoftheeconomy.Whenpeoplearepessimisticabouttheirprospects,theytendtocutbacktheirspendingandtakeonlessdebt.Whentheyareopti
2、misticaboutthefuture,theytendtoreducetheamounttheysave,takeonmoredebt,andbuydiscretionaryitems.SocialClassSocialClassisDeterminedbyaComplexSetofVariables,Including:Income,FamilyBackground,andOccupation.SocialClassInfluences:HowMuchMoneyWillBeSpentHowMoneyWillBeSpentAccesstoResourcesSuchasEducat
3、ion,Housing,andConsumerGoodsTasteandLifestylesSocialStratificationStatusHierarchySomeMembersAreSomehowBetterOffThanOthersAchievedStatusEarnedThroughHardWorkAscribedStatusObtainedThroughLuckorInheritanceSocialStratificationReferstotheCreationofArtificialDivisionsInaSocietyby:ClassStructureintheU
4、.S.Upper-Upper0.3%Lower-Upper1.2%Upper-Middle12.5%MiddleClass32%WorkingClass38%LowerButNotLowest9%RealLower-Lower7%AccesstoResourcesSuchAsMoney,Education,andLuxuryGoodsSocialMobilitySocialMobilityReferstothePassageofIndividualsFromOneSocialClasstoAnother.HorizontalMobilityUpwardMobilityDownward
5、MobilityComponentsofSocialClassEducationalAttainmentOccupationalPrestigeIncomeRelationshipBetweenIncome andSocialClassTherelationshipbetweenincomeandsocialclass:Moreincomedoesn’tnecessarilyresultinincreasedstatusorchangedconsumptionpatterns.Incomepredictspurchaseofexpensiveproductswithoutstatus
6、(i.e.majorappliances).Socialclasscanpredictthepurchaseoflowtomoderatepricedsymbolicproducts(i.e.cosmetics).Bothsocialclassandincomeareneededtopredictpurchasesofexpensive,symbolicproducts(i.e.cars,homes).MeasurementofSocialClassProblemsWithMeasuresofSocialClassChangesinFamilyStructureStatusIncon
7、sistencyWomenandSocialClassIncreasingAnonymityHowSocialClassAffects PurchaseDecisionsAppropriate?CodesWorldviewTasteCulturesConsiderationsforConstructingMarketingMessagesTargetingDifferentIncome LevelsTargetingthePoorTargetingtheR
