Social class influences on purchase evaluation criteria

Abstract

This article investigates social class, income and gender effects on the importance of utilitarian and subjective evaluative decision criteria over a variety of products considered more and less socially significant. Variations in attitude, motivation and value orientations associated with differences in occupational opportunities and demands, childhood socialization patterns and educational influences may lead consumers to vary in many of their purchase behaviors across social classes. It was found here that social class is a significant predictor of evaluative criterion importance for a number of products. The influence was moderated by the objectivity of the criterion and the social sensitivity of the product. Because of its link to choice limitation in decision making, income was expected to be an influence on evaluative criteria. A greater number of utilitarian criterion importance ratings for socially non‐significant products were related to income, and utilitarian criteria importance, in general, was negatively associated with income for low social value products. Application of relative class income levels led to a substantially greater number of significant relationships compared with income or social class alone. The gender of respondents was found to relate to the observed associations, with women generally attaching more importance to virtually all evaluative criteria and exhibiting different relative importance levels for criteria across class and income levels.

The promotional tools and situational factors’ impact on consumer buying behaviour and sales promotion

“…Most of the day by day life actions dominated by merchandise buying behaviour and also practice which gained from the place such as shopping centres, city centre, shops, entertaining park, sightseeing centre and so on, where some motivating radius can be motivated said by Smelser and Baltes (2001). According to William (2002) shown that social class has significant determination on buy assessment criteria.The creation of attitude, inspiration, value orientation, and earnings, and the level of socialization during childhood and education will affect the person's social class. Social class of an individual not directly shows that low income would basis limited choice when making buy decision said by Yip (2003).…”

Classes Sociais: Uma Discussão Sobre Os Conceitos Na Sociologia E Antropologia E Sua Incorporação Ao Marketing

“…O conceito de classes sociais é bastante controverso, os estudiosos do comportamento do consumidor geralmente reconhecem que os valores, motivações e processo de informação e decisão de compra de produtos variam de uma classe para outra, mas pouca pesquisa tem sido feita para entender a natureza desta relação (Darley e Johnson, 1985;Holt, 1998;Engel et al, 2000;Williams, 2002). Alguns autores atribuem esta 1 Escola Superior de Propaganda e Marketing -ESPM v. 5, n. 2, nov./2006 -http://revistas.facecla.com.br/index.php/recadm/index escassez de estudos a inadequação dos instrumentos ou esquemas de classificação social (Coleman, 1983;Sivadas et al, 1997;Hill, 2002).…”

“…O tema tem ressurgido através de novos autores (Holt, 1998;Williams, 2002;Henry, 2002), que vêm estudando o processo de consumo e não os objetos de consumo. Esta perspectiva, segundo Bourdieu (1979), considera que um mesmo objeto de consumo pode ser usado por diferentes classes, mas como recurso para diferentes estilos de vida e com propósitos diferentes.…”

Critérios De Estratificação E Comparação De Classificadores Socioeconômicos No Brasil

“…Há pelo menos cinco décadas, o marketing faz uso da estratificação socioeconômica para segmentar o mercado (Bauer, Cunningham, & Wortzel, 1965), formular estratégias de comunicação e mídia (Bass, Pessemier, & Tigert, 1969;Rich & Jain, 1968), avaliar estratégias de preço (Frank & Massy, 1965), decisões de compra (Williams, 2002), experiências vivenciadas no consumo de produtos (Dahl & Moreau, 2007), desejo de aquisição de tipos de produtos (Rucker & Galinski, 2008) e atitudes em relação a produtos globais e locais (Steenkamp, Jong, & Baumgartner, 2010). Kamakura e Mazzon (2013a, 2013b mostraram inúmeros critérios existentes em dezenas de países para medir o nível socioeconômico calcados em variáveis como renda corrente, ocupação, escolaridade, características do imóvel em que a família reside, posse de bens, entre outras.…”