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In what ways does "social class and cultural capital" have an impact on consumer behavior? - Essay Example
Author : willmschristian
Pages 12 (3012 words)
In what ways does “social class and cultural capital” have an impact on consumer behaviour? BY YOU YOUR SCHOOL INFO HERE DATE HERE In what ways does “social class and cultural capital” have an impact on consumer behaviour? Introduction Social class and cultural capital play a tremendous role in consumer behaviour, often dictating volume of purchases and the variety of purchases that an individual in society determines is acceptable to fulfil their psychological and lifestyle needs…
Somewhat a form of object worship, some consumers in society in higher social classes, as one example, tend to prefer the outward presentation of consumed products to reflect their social standing. Cultural capital is a bit different than social class, consisting of the values, beliefs and individual tastes that provide differentiation between one member of society and another. Oftentimes, cultural capital is not necessarily determined by social class. It is important, especially for companies attempting to market their products, to understand the social class characteristics and cultural capital of segmented members of society in order to create relevant communications and promotions that reflect these values and social hierarchies. Why is this? Oftentimes, it is the psychological premises pre-existing within consumers that determine their willingness to make purchases of generic or luxury products and marketers must align their selling practices with these values and beliefs. ...
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