Essays on In Order to Target Consumer Culture, Marketers Need to Understand Class Essay

Download full paperFile format: .doc, available for editing

The paper 'In Order to Target Consumer Culture, Marketers Need to Understand Class" is a perfect example of a marketing essay. According to research, there has been an association between consumption patterns and social class. The consumption patterns in most cases are a reflection of the social class. Thus, consumption has been seen by most researchers as a form of self-identification. Goods and services have been used as symbols of social class. Consumer behaviour is thus in most cases based on the social class (Solomon, 2014). In addition, buyers from different social classes are motivated to consume by different factors.

This research has contributed to the knowledge of the significance of the social class on marketing. This is due to the fact that class has an impact on how the consumers utilise their income. For marketers, they have to target the consumer culture for them to have the best impacts (Featherstone, 1990). This is due to the fact that consumer culture helps in effective branding, pricing strategies, and brand extension. There has been an argument that in order to target the consumer culture, marketers need to understand class.

This essay will analyze for and against the proposition that in order to target consumer culture(s), marketers need to understand class. The essay will then cast its own judgment based on research. Arguments for the proposal The proposition is supported by a lot of research on marketing. First, effective marketing involves the ability to understand what motivates consumers to make a purchase (Featherstone, 2007). What motivates those in the upper class is different from what motivates those in the lower social class. This is due to the fact that each of the social classes has different consumption needs.

Every social class has varying primary and secondary needs. The fulfilment of these needs is the main objective of consumption (Arnould & Thompson, 2005). The concept of social class can help a lot in explaining consumer culture for marketers. This is due to the fact that social class acts as a reproduction of consumption patterns. In some cases, the consumption patterns are done with the aim of impressing others. This is according to conspicuous consumption (Solomon, 2014).

The upper social class consumes as a show of social power while the lower social class consumers to gain physical power. Thus, the consumption culture is used in expressing the characteristics of a given social class (Sassatelli, 2007).

References

Arnould, E. J., & Thompson, C. J 2005, Consumer culture theory (CCT): Twenty years of research. Journal of consumer research, 31(4), pp. 868-882.

Coleman, R. P 1983, The continuing significance of social class to marketing. Journal of consumer research, 10(3), pp. 265-280.

De Mooij, M 2010, Consumer behavior and culture: Consequences for global marketing and advertising, Thousand Oaks, CA: Sage.

Featherstone, M 1990, Perspectives on consumer culture. Sociology, 24(1), pp. 5-22.

Featherstone, M 2007, Consumer culture and postmodernism, London, Sage.

Frijters, P., & Leigh, A. 2008, Materialism on the March: From conspicuous leisure to conspicuous consumption? The Journal of Socio-Economics, 37(5), 1937-1945.

Kline, S & Leiss, W 1978, Advertising, Needs and Commodity Fetishism'. CTheory, 2(1), 5-30.

Lee, M. J. (ed.) (2000, The Consumer Society Reader, Blackwell, Oxford.

Liechty, M2003, Suitably modern: Making middle-class culture in a new consumer society, New Jersey, Princeton University Press.

Mihić, M., & Čulina, G 2006, Buying behavior and consumption: Social class versus income. Management: Journal of Contemporary Management Issues, 11(2), 77-92.

Negus, K 2002, The work of cultural intermediaries and the enduring distance between production and consumption. Cultural studies, 16(4), 501-515.

Podoshen, J. S., & Andrzejewski, S. A. 2012, An examination of the relationships between materialism, conspicuous consumption, impulse buying, and brand loyalty. Journal of Marketing Theory and Practice, 20(3), 319-334.

Sassatelli, R 2007, Consumer culture: History, theory and politics, London, Sage.

Schor, J. B. and Holt, D. (eds.) 2000, The Consumer Society Reader. WW Norton: New York.

Solomon, M. R 2014, Consumer behavior: Buying, having, and being (Vol. 10), Engelwood Cliffs, NJ: Prentice Hall.

Warde, A., Wright, D., & Gayo-Cal, M 2007, Understanding Cultural Omnivorousness: Or, the Myth of the Cultural Omnivore. Cultural Sociology, 1(2), 143-164. http://dx.doi.org/10.1177/1749975507078185

Wedel, M., & Kamakura, W. A. 2012, Market segmentation: Conceptual and methodological foundations (Vol. 8). Springer Science & Business Media.

Williams, T. G 2002, Social class influences on purchase evaluation criteria. Journal of consumer marketing, 19(3), 249-276.

Yankelovich, D., & Meer, D. 2006, Rediscovering market segmentation. Harvard business review, 84(2), 122.

Download full paperFile format: .doc, available for editing
Contact Us