Consumer Behavior
The belief that the determinants of social class are occupational prestige, income, and education is borne out by both a wide body of research as well as one's own personal experience. However, while I agree that these factors play an important, even primary, role in determining social class, I believe there are several other criteria that need to be taken into consideration to arrive at an in-depth understanding of the motivational drives within each social class. For instance, personality differences as well as racial and ethnic backgrounds can, and do, influence consumer buying behavior. Therefore, it follows that these variables can also effectively segment behavior within a social class. Indeed, the role played by personality differences, cultural and ethnic factors explain why marketers define target segments by both demographic and psychographic variables: "Social classes display distinct product and brand preferences in such areas as apparel, automobiles, home furnishings, and leisure activity. Consumer purchasing behavior is also influenced by social factors including family, social roles and status, and ethnic background."...
113)
Michman's observation is based both on the classical definition of social classes, as well as emerging trends in market segmentation, which are increasingly targeting racial and ethnic groups that are significant in number: "As the Hispanic market increases in affluence, high priced products...are now being marketed.... Hispanic consumers...believe in the price quality relationship...a high degree of brand loyalty and therefore it is important for firms to cultivate this market before competitors." (Michman, p. 121-124) Another important variable is that of personality, or those characteristics that account for individual differences and therefore help in predicting behavior patterns. Although the variable of personality cannot, by itself, be used to classify social groups, it has proved to be a useful variable when used in conjunction with other parameters of behavior (Michman, p. 135).
It is important to note, however, that factors such as ethnic background and personality will always be a secondary consideration to the primary determinants of social class such as occupational prestige, education, and…
