Marketing Communications

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Marketing Communications

48

Consumer Behaviour And Marketing Communication

5. PRIVILEGEDNESS: this means an individual’s financial standing relative to other
   community members. It refers precisely to a consumer’s monetary position or net-worth
   within his particular social class. Each social class can be divided on the basis of income
   into three segments:
   i) OVER PRIVILEGED: persons who have met the basic expectations and standards of
   their group in housing, food, furnishing and clothing, they have quite a bit of money
   left over which is equivalent of discretionary income.
   ii) AVERAGE: persons having average standard of living.
   iii) UNDER PREVILEGED: persons who are direct opposite to the over privileged.

These predispositional variables are complemented by a group if communication factors that

relate to the exposure and response to the communication flow concerning an innovation

or a product.

GROUP OF COMMUNICATION FACTORS

The group of communication factors includes:

•    Communication flow exposure.

•    Cognitive and affective learning.

•    Opinion leadership.

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