The Importance Of Social Class On Consumer Behavior

Social class has a major influence on the consumers’ purchase decisions. Generally we categorize society into three social classes, lower, middle and upper, each with divergent characteristics and approaches to consumer purchases. It is vital to understand each segments behavior, consumption patterns, and demands so I can properly create and communicate the features and benefits of my jams, jellies and preserves business.
As a marketing manager I would target all social class hierarchies and develop diversity within my portfolio to create demand and fill a need for consumers of each level. In order to vertically penetrate the market I would create a value line to target lower class consumers, a premium line to target middle class and a …show more content…
The value brand will come in a squeezable plastic bottle, which will be more cost effective to produce. Jams and jellies are easy to use in preparing meals and convenient while on the go, and the plastic bottle would travel great. Albert and David have found that lower and middle classes shop less frequently than upper class. In order to capitalize on this behavior I will offer economical packaging for the value and premium line offering a larger unit at discounted pricing (Cole). The super premium line would be delivered in an eco friendly glass container that lends itself to the upscale consumer, resembling …show more content…
I would strategically partner with an education based nonprofit and activate multiple ways in order to engage the organization and consumers. I would make donations to the organization and sponsor events hosted by the nonprofit and other local education focused events. I would engage consumers at these events through samples, branded premiums, or sponsor elements of the event to further drive brand awareness. I would also work with schools since it is an education based platform to raise awareness about the partnership while bringing attention to my brand. I would leverage the support I give to the partner schools for distribution in their cafeterias. I would create point of sale with the organization’s logo and a homogeneous image that lends itself to both the brand and the organization. This point of sale would be adorned in schools and in retail stores where the product has distribution. I would create breadth to my product through distributing fact sheets on how to use the product outside of the