2021
PERTEMUAN 3
PERILAKU KONSUMEN
• Social class variables
Social identity is achieved by setting
SOCIAL FACTORS boundaries on interactions between
humans of different status.
• 1. Economic Variables
• Work, income, and wealth have crisis
SOCIAL FACTORS importance because what people do for
a living does not just determine how
much is to be spent
• 2. Interaction Variables
• Personal prestige, association, and
SOCIAL FACTORS outreach are at the heart of social
class. a person who has high prestige if
other people have an attitude of respect
or respect for them. prestige is the
sentiment in the minds of people who
may not always know that it is there.
• 3. Association
• Association is a variable with respect to
SOCIAL FACTORS daily relationships. People who have
close social relationships with people
who like to do the same things they do,
in the same way, and with whom they
enjoy
• 4. Socialization
Socialization is the process by which
SOCIAL FACTORS individuals learn skills, attitudes, and
habits to participate in the life of the
community concerned
• 5. Political Variables
Violence, class consciousness and
mobility are essential to understanding
the political aspects of a stratification
SOCIAL FACTORS system. Power is the potential of
individuals or groups to exercise their
shortcomings over others. Although it is
the subject of the analysis of many social
class theorists, this variable is less of a
direct interest to marketers.
6. Class Consciousness
Class consciousness refers to the degree
SOCIAL FACTORS to which people within a social class are
aware of themselves as separate groups
with common political and economic
interests.
7. Mobility and Succession
Mobility and susceptibility are twin
SOCIAL FACTORS concepts related to the stability or
instability of the stratification system.
Succession refers to the process of
children inheriting the class positions of
their parents.
1) Work
The consumer analysis considers the work
Determinants of performed by consumers deeply influencing
social class their lifestyle and is the single most important
basis for conveying prestige, honor and
respect.
2) Personal achievements
A person's status can also be influenced by his
Determinants of success which is related to the status of other
social class people in the same job. Although income is
not a good indicator of overall social class,
income can serve as a measure of personal
achievement in a job.
3) Interaction
4) Ownership
5) Value Orientation
3) Interaction
In this design, group membership and
Determinants of interaction are considered the main
social class determinants of a person's social class. Social
intimacy is an expression of social similarity
even though the interactions in question may
be difficult to measure. Social interaction is
usually limited to a person's immediate social
class
4) Ownership
Ownership is a symbol of class membership,
Determinants of not only the amount of ownership, but the
social class nature of the choices made.
5) Value Orientation
Value shows the social class to which
Determinants of someone belongs. When a group of people
social class shares a common abstraction of beliefs that
organize and relate many specific traits it is
possible to classify the individual in the group
by the degree to which he has value.
6) Class Consciousness
6) Class Consciousness
A person's social class is shown to a
Determinants of certain extent with some being aware of
social class the social class in society. Individuals who
are relatively aware of class differences
are more likely to come from a higher
class, although individuals from a lower
class may be more aware of the reality of
social class as a whole.
1) Psychoanalytic theory
2) Social theory
Theories about 3) Self-concept theory
personality 4) Trait theory
THANK YOU
