Chapter 13: Household and Social Class Influences
Social Class Hierarchy
Most communities have a social class hierarchy which gives higher status to some classes of people than to others. The social classes are made up of detectable groups of individuals whose behaviors and lifestyles differ from those of members of the other classes. What does this have to do with Nike? Well, social class plays a key role in influencing the purchase of their products.
Nike+
Nike generally gears its products towards the middle and upper social classes because of the relatively higher prices of their products. Though Nike products are not considered a luxury, they are considered a status symbol by many who wear and pursue these products. Some consumers desire to purchase Nike products because they are not able to purchase them on a regular basis. The newer technology and higher price points of Nike+, a software program to track athletic activity, position these products as a product of desire for consumers that are not regular customers. Nike+ marketers advertise those products as an aspiration by marketing them with actors that depict a lifestyle of economic well-being and a stable environment that some consumers may wish to achieve in their lifetimes. Advertisements for Nike+ also show how advanced their technology is, which not all social classes may be able to afford.
This advertisement below is an example of how they portray the actor's life using Nike+ products.
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