CH 13: Household and Social Class

Household Influences

                                            

Purchasing behaviors are highly influenced in a single household whether it be a single person living alone or a group of individuals in different life stages living together. When an individual goes to Costco they consider the needs of their household. For example, if they have babies, pampers and wipes are a necessity within their need. This shows how the age of the person in the household influences consumer decision making. Certain decisions made by spouses, parents, and even children help make purchasing selections. Costco adheres to these decisions by offering products like children gummy vitamins, toys, books to kitchen appliances, electronics, and apparel. 

Social Class Influences

                                        

Social class influences have a huge role in one's consumer decision-making process. For example, larger households who are within the underprivileged community tend to buy in bulk due to the fact that it is cheaper in the long run. They live a voluntarily simple life that tends to be less materialistic. Individuals who belong in the overprivileged community tend to look at electronics such as; laptops, televisions, refrigerators, and so much more.  The overprivileged community likes to purchase high-end items that become status symbols, to show they are in a higher class. For example, this may be seen in jewelry purchases that are not necessities but maybe a pleasure purchase.