The Social Class and Consumer Behaviour

2. Social Class-
A Ideal Process to divided the group in to
small Sub- Groups, According to Relative
same Class.
In Simple it’s the hierarchy of the society
according to different Factors.

3. History of Social Class
Social Classes are not made in present century it’s a long
long back.
The Social Hierarchy is made by the Egyptians

4. Nature of Social Class
It Creates Status-Social Class Gives you Pride,Prestiges and
Command
It Creates Hierarchy-It Means Social Class Creates different
Types of Division like Middle,Lower,Higer
It is Multi Dimensional-Social Class is Not depends on only
Income, Its also education ,occupations etc
Its Always Dynamic in Nature Means All the Social Class wanted
to growing up to the next level

5. Components of Social Class
Education-Higher education person get better
preferences by Marketer for Purchase
Income-The Most Essential factor which include the
Purchasing Power,Potentail,Investment
Occupation-The Occupation is also a factor to divide the
Social Class Like Doctors, Engineers Etc.
Age-Age is a Factor to analyze the Social Class ,Means
Maximum Younger age Class

6. SOCIAL CLASS CONSUMER
BEHAVIOR
Social Class Behaviour Marketer
Decision
UPPER CLASS Conservative, Use Services
than goods
Fun of FMCD Products
Better Brand
,Communication
Lower Upper Class Luxury Items, More Brand
Oriented, Women Involved
in Decision Making
Better Product, Maximum
Substiture,Women
Education
Upper Middle Quality & Purchase for
Comfort Life
Price Senstivity,Quality
Product
Middle Class Social Acceptable, Late
Consumers,Bargaing
Price Sensitivity &
Promotion
Upper Lower Class Less Purchasing Power
Laggards
Easy Available and Price
Sensitivity
Lower Class Cheap and Less Less
Purchase
Easily Available and
Cheap

9. Background of Gillette
Leader in market
Controlling market share
Mature company
Unrelated acquisitions
Competition - Razor Wars
Current marketing activities

10. The Razor Industry
Saturation
Cultural changes
Is more innovation
possible?

11. Strengths
Reputation
Brand Recognition
Multinational distribution
channels
Market Share (about 70%)
Competitors
Efficient Manufacturing System
Lots of money for R&D
Marketing
Events/Athletes/Slogan
1-800 number
respond to complaints/innovate
products

12. Weaknesses
Future of Gillette = Fusion
Consumer skepticism (5
versus 3 blades)
Lost focus via poor
acquisitions in the past
Inability to continue growth at
high rates recently
Remained stagnant recently - “Sleeping
Giant”
5 Blade vs 3
Blade??

13. Opportunities
Expand dominating market
share
Globally
Acquisition of companies
Promote Western-style culture
Campaigns to glamorize clean-
shaven
Make teenage men/women
lifelong users
•Expand/innovate creams and lotion
•15% men don’t shave due to
discomfort, and 3% don’t care to
shave!
•Products for hair removal in other
places

14. Threats
Saturated/mature market
Fierce competition
Ongoing legal battles
Consumer skepticism
Increased use of other hair removal techniques
Cultural Impediments
CASPIAN boycotts

16. Alternative Solutions for a
Mature Company
Squeeze Margins
Positive Cannibalism
Encourage Higher Usage
Diversify and Expand Brand
Stay Creative

17. Higher Class
For Higher Class Luxurious,
Quality
Product Link to Status
Product High Price

18. UPPER MIDDLE
Quality Products
Product Link to Status too
Product High Price
Pride to use

19. MIDDLE CLASS
Price is the Factor
Un- Sophisticated
Price must consider
Availability

20. LOWER CLASS
Price is the Factor
Un- Sophisticated
Price be cheap
Availability & Neighbor Oriented