Basic Marketing: A Global Managerial Approach

Perreault−McCarthy: Basic
Marketing: A
Global−Managerial
Approach, 14/e

6. Behavior Dimensions of
   the Consumer Market

Text © The McGraw−Hill

Companies, 2002

Behavioral Dimensions of the Consumer Market 169

“inferior.” But in sociological and marketing usage, no value judgment is intended.

We cannot say that any one class is “better” or “happier” than another.

Social class studies suggest that the old saying “A rich man is simply a poor man

with more money” is not true. Given the same income as middle-class consumers,

people belonging to the lower class handle themselves and their money very dif-

ferently. Many people think of America as a middle-class society. In fact, when asked

to classify themselves, most people just say that they’re middle class or working class.

But in many marketing situations the social class groups are more distinct than that

suggests. Various classes shop at different stores. They prefer different treatment from

salespeople. They buy different brands of products—even though prices are about

the same. And they have different spending–saving attitudes.

A reference groupis the people to whom an individual looks when forming atti-

tudes about a particular topic. People normally have several reference groups for

different topics. Some they meet face-to-face. Others they just wish to imitate. In

either case, they may take values from these reference groups and make buying deci-

sions based on what the group might accept.

We’re always making comparisons between ourselves and others. So reference

groups are more important when others will be able to “see” which product or brand

we’re using. Influence is stronger for products that relate to status in the group. For

one group, owning an expensive fur coat may be a sign of “having arrived.” A group

of animal lovers might view it as a sign of bad judgment. In either case, a con-

sumer’s decision to buy or not buy a fur coat might depend on the opinions of others

in that consumer’s reference group.^15

An opinion leaderis a person who influences others. Opinion leaders aren’t nec-

essarily wealthier or better educated. And opinion leaders on one subject aren’t

necessarily opinion leaders on another. For example,

you may have a friend who is ahead of the curve in

knowing about computer products, but you might not

want that friend’s opinion about new clothing styles

and cosmetics. On the other hand, sometimes a

leader in one area earns respect in another. For

example, George Foreman, former heavyweight

champion of the world, has become a household

name representing his line of Foreman grills. Each

What do these

classes mean?

Reference group influence is

usually more important when

others will be able to see which

product a consumer is using, but

Jockey wants young people to

view its underwear as in fashion

and encourages them to “Let

’em know you’re Jockey.”

Reference groups

are relevant too

Reaching the opinion

leaders who are buyers