Marketing and Culture – Part 4
Marketing and Culture – Part 4
In contrast, Dominquez and Page (1981) state that class centres around an individuals occupation, and status is seen to be linked to the family and its social position in the community. This social position is based on a perceived superiority amongst peers based on type and value of the home, as well as the family’s perceived level of educational attainment and background. In general Dominquez and Page see class as a large influence in individual consumer decisions, however status is seen to impact more upon the long term consumption decisions such as buying a house or car behaviour.
Martineau (1958) in his study found that there are fundamental differences in attitudes toward the home between the two lower classes: The Upper-Lower class man was found to see his home as his castle, his anchor to the world and so he loads it down with hardware and solid heavy appliances as his symbols of security. The Lower-Lower class individual was found to be far less interested in his castle and is more likely to spend his income on luxury goods, and those which yield satisfaction.
In addition, Martineau in his study asked a question, “Suppose your income was doubled for the next ten years, what would you do with the increased income?” They found that the higher the individuals class position, the more likely he is to save, however the lower their class position the more likely they will spend the increased income.
Another important area of this discussion is the impact of advertisements on consumption behaviour. Many advertisements are designed to appeal to a particular social class more than others (although adverts are not exclusive to a certain social segment). For example, some adverts make clear the status benefits of a product or service, for example Computeach, demonstrate that there IT training can improve the individuals lifestyle, income and therefore status in society, which is a very desirable dream for many who perceive there social position to be low in society. It is underlined by the system of consumerism, designed to make individuals buy more products, marketed as consumption symbols that hold some cultural significance that will help an individual improve there position is society.
Many advertisements use advanced marketing techniques that circumvent some restrictive mechanisms, yet allowing another. For example, Cadburys options adverts, paint the picture of a woman, high in cultural capital and wealth with men waiting on her hand and foot, suddenly then the women snaps out of her dream and returns her comfortable yet modest home, with the resulting message of accepting that the dream of a high position in society may not be possible, yet a small substitute of this can be achieved through consuming their product.
Tumin (1967) presents a useful insight into this desire for social status. Tumin states that if an individuals social status is determined by his fulfilment of various ‘status criteria’, then the individual is seen to stress the importance of those he fulfils while he minimises the importance of those unfulfilled. For example, if the individual has a small home, but his children attend respected private schools, then they will call attention to his children and defend his modest home as cosy, snug, easy to tidy etc. In relation to consumption behaviour, this effect can be seen in purchasing if an individual has a flash car, yet has cheap furniture in there house, then they are much more likely to offer a lift, than to invite others into there home.