Planificación del proceso de enseñanza aprendizaje

Social Stratification can be described as a situation in which people are ranked to different categories or hierarchy in the society. In other words, people are divided into social class. The relatively, permanent and homogenous divisions in the society, into which people sharing similar values, interests, and behaviour can be grouped is called Social Class (Kerin, Hartley & Rudelius, 2009). Social Class, therefore, develop on the basis of individuals or groups’ wealth, skill, and power. It has been established that to a certain extent, individuals within social classes exhibit common values, attitudes, beliefs, lifestyles, and buying behaviours (Kerin, Hartley & Rudelius, 2009;

Peter & Donnelly, 2009). Social stratification has been regarded as a reality of life.

There are three types of behaviour exhibited by Social Classes which are unique, shared and excluded behaviour. The behaviour of all social classes can be unique within themselves, this means that each social class has its own pattern of purchase, education, occupation, recreation etc. It is a shared behaviour when there are many behaviour that are common between social classes and they behave in a similar manner without much difference. Excluded behaviour is described as the one that social classes do not indulge in or they try to avoid, as it is against their standards and norms (Hawkins, Best, & Coney,1998; Khan, 2013). There are many social class categories which exist, we have the three major class categories namely: upper, middle, and lower (Kerin, Hartley & Rudelius, 2009).

Also, we have the four different social classes namely: Upper Americans, middle class, working class and lower Americans (Peter & Donnelly, 2009); and the six major class categories namely: Upper Upper class, Lower Upper class, Upper Middle class, lower Middle Class, Upper Lower class and Lower Lower class (Khan, 2013). The three major classes structure is observed in the Great Britain, Western Europe, and Latin America, so also in Nigeria where we have the High-Income Class, Middle Income Class and the Lower Income Class (Kerbo, 2000). People in the upper classes, generally focus on achievements and the future, they think in abstract or symbolic terms. The lower classes when compared with the middle classes have a more short-term orientation, are more emotional than rational in their reasoning, think in concrete

rather than abstract terms and see fewer personal opportunities. The middle class give focus to fashion and buy what the media recommend. They want to spend on worthwhile experiences for children and shop for better brands of clothes at more expensive stores. They consider the appearance of their home as important (Kerin, Hartley & Rudelius, 2009; Peter & Donnelly, 2009). Social Classes are being used as the basis by companies to reach prospects for their products and services. The upper classes are targeted by companies for financial investments, expensive cars, and formal evening wear. The middle classes are the target market for home improvement centers, automobile parts stores, and personal hygiene products. The lower classes are the target for status symbol products enhancing self-esteem, pseudo symbols of prosperity such as used scooters and readily available products (Kerin, Hartley &

Rudelius, 2009; Khan, 2013). There are different reasons for shopping and purchases among the social classes. The upper classes shop for pleasures and visit exclusive and sophisticated stores. The upper and middle classes are involved in greater information search for the products and services they want or desire. The lower classes buy less costly products and have much less information (Khan, 2013).

According to Khan (2013), the following process is followed in designing a Marketing strategy using social stratification:

(i) The marketer relates the group status to the product (ii) Data is collected from the targeted social strata

(iii) The product is positioned according to the social status (iv) A proper marketing mix is developed for the social class.

SELF ASSESSMENT EXERCISE

Explain what is Social stratification and their buying patterns.

Answer: Social Stratification is a situation in which people are ranked to different categories or hierarchy in the society. In other words, people are divided into the social class. The relatively, permanent and homogenous divisions in the society, into which people sharing similar values, interests, and behaviour can be grouped is called Social Class. It must be stated that to a certain extent, individuals within social classes exhibit common values, attitudes, beliefs, lifestyles, and buying behaviours. In Nigeria, we have the High-Income Class, Middle Income Class, and the Lower Income Class. Social Classes are being used as the basis by companies to reach prospects for their products and services. The upper classes are targeted by companies for financial investments, expensive cars, and formal evening wear. The middle classes are the target market for home improvement centers, automobile parts stores and personal hygiene products. The lower classes are the target for status symbol products enhancing self-esteem, pseudo symbols of prosperity such as used scooters and readily available products. There are different reasons for shopping and purchases among the social classes. The upper classes shop for pleasures and visit exclusive and sophisticated stores. The upper and middle classes are involved in greater information

search for the products and services they want or desire. The lower classes buy less costly products and have much less information.

4.0 CONCLUSION

Company should consider customers as a group rather than as an individual, in order to enable her know what products or services’ attribute appeal to the group and which of the group members should be targeted. Culture is one of the important factors which influence consumer buying behaviour. The Groups are divided into the hierarchy of classes known as Social Stratification. This indicates that differences exist in power, status and wealth distribution amongst individuals and group members in the society. Marketers are, therefore, encouraged to know the consumer’s social position or Social Class in the society for an effective marketing strategy to be designed at their target market segment.

5.0 SUMMARY

This section has examined the concept of a group in marketing, the common types of groups and their importance to marketing. It has been shown in the section that individuals and groups members exercise great influence on consumer buying behaviour.

Culture contains small subcultures. Also, Cultural changes in every society normally bring about new demands or marketing opportunities. The concept of social stratification enables us to know that consumer occupies the social position or social class in the society. This social position reflects, the lifestyle and status of the consumer. This information helps marketer to determine the kind of products which reflects the life styles and status of the consumer.

6.0 TUTOR MARKED ASSIGNMENT

1. Explain the types of reference groups that Marketers are having concerned about.

2. Who is an Opinion leader? How relevant is s/he in promoting products to the consumers?

3. Examine how Culture Influences Consumer’s buying decision making. Provide Examples where necessary.

4. What is Social stratification? Discuss the relevance of the concept in Marketing.

5. Discuss the important roles played by celebrities, expert/professionals and spokesperson in influencing individuals and groups purchases decision.

6. Describe the major steps involved in designing a Marketing strategy for a Social Class.

7.0 REFERENCES/ FURTHER READINGS

BrandWeek (2003). Word of Mouth is Where It’s At. BrandWeek, June 2, 2003. P26.

Churcill, Jr. G.A. & Peter, J. P. (1998). Marketing: Creating Values for Customers (2^nd Edition). Burr Ridge, IL:Irwin/McGraw – Hill, P 116.

Hawkins, D.I., Best, R.J. & Coney, K.A. (1998). Consumer Behaviour: Building Marketing Strategy. McGraw – Hill International Editions.

Kerbo, H.R. (2000). Social Stratification and Inequality. Burr Ridge, IL: McGraw – Hill.

Kerin, R.A., Hartley, S.W. & Rudelius, W. (2009). Marketing (9^th Edition). McGraw – Hill/ Irwin, New York, N.Y. 10020

Khan, M. (2013). Consumer Behaviour (2^nd Edition). New Age International Publishers. New Delhi. P.57.

Kotler, P. & Armstrong, G. (2012). Principles of Marketing (14^th Edition). Pearson Prentice Hall, Upper Saddle River, New Jersey, USA. P. 139.

Marshall, G.W. & Johnston, M.W. (2010). Marketing Management. McGraw – Hill/

Irwin, New York, N.Y. 10020.

Peter, J. P. & Donnelly, J. H. (2009). Marketing Management: Knowledge and Skills. McGraw – Hill / Irwin. P. 45.