Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Buying Behavior
External Influences
• Reference Groups
• Family
• Social Class
• Culture
Group
• Comparative Influence
• Normative Influence
FAMILY
• Application:
- Child Models
- Children as Influencers
SOCIAL CLASS
• Upper Middle
• Lower Middle
• Lower
Five Level Social Class
• Upper Class
• Working Class
• Lower Class
Six Level Social Class
• Upper-Upper
• Lower-Upper
• Upper-Middle
• Lower-Middle
• Upper-Lower
• Lower
Social Class
Class Social Status Occupational Head % UK
A Upper Higher Managerial, Administrative, 3
Professional
B Middle Middle Managerial, Administrative, 14
Professional
C1 Lower Middle Supervisiors, Clericals, Junior Managerial 27
C2 Skilled Working Skilled manual workers 25
D Working Semi Skilled and Unskilled workers 19
E Lower State pensioners, widows, casual or low wage 12
workers
Factors Deciding Social Class
• Occupation
• Education
• Income
• Social System
• Lifestyle
• New Wealthy Class
• Mobility
Applications in Marketing
• Advertising
• Market Segmentation
• Distribution
• Product Development
CULTURE