Professional Documents
Culture Documents
Consumer Behaviour
Canadian Edition
Schiffman/Kanuk/Das
Copyright 2006
Pearson Education Canada Inc.
Social Class
The
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hierarchical
Is a natural form of segmentation
Provides a frame of reference for consumer
behaviour
Reflects a persons relative social status
In Canada, individuals can up or down the
social class hierarchy
Copyright 2006 Pearson
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Status Consumption
The
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Objective Measures
Single-variable Composite-
indexes
Occupation
Education
Income
Other Variables
variable indexes
Index of Status
Characteristics
Socioeconomic
Status Score
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(continued)
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(continued)
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(continued)
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(continued)
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Pursuit of Leisure
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to marketing communication
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