Activity worksheet | Social Stratification and Reference Groups

Activity worksheet 4│Social stratification
(Word count: 227)
This activity assumes you have read Chapters 4 of the textbook, and been through the
online lecture. Are your group members prepared?
List of collaborators:
Click or tap here to enter text.
Define the key concepts associated with this topic. Make sure your definition is correctly
referenced (Harvard):
The key concept of the segments includes factors like the ones of social stratification, which has been defined
as a process where the different members of a society are classified into several groups on the basis of their
status. The concept of the societal rank hints towards the ranking that has been ascribed to an individual by
different members from the same society (Grusky 2019). This in term gives rise to the class system prevalent
in the society as a matter of fact. The distinction of the society is based on certain factors that brings the
members under certain hierarchy. The different aspects of the societal classes are the hierarchical classes
along with the homogenous, dynamic and multi-dimensional structure. The criteria’s of the order includes
aspects of the order, exclusivity, influential and the bounded nature (Bertaux and Thompson 2017).
How does this activity link to the topic? This linking statement might indicate how the activity
enables learning about specific aspects of the topic, or the application of the theory
The activity aims towards evaluating the understanding the factors of socia class and the hierarchies created
as such. The contribution of the activities therefore links the disparaties created as a result of social
gratification.
Go to:
https://www.abc.net.au/news/2015-10-28/social-class-survey-where-you-fit-in-australia/
6869864
Each group member should complete the survey to see ‘where you fit in’.
Read the information relating to the profiles.
Discuss your consumption patterns (e.g. what products or services would you purchase
on a regularly and what occasionally)
What are the similarities/differences with different (or same) profiles?
As per the report, I have been placed to the strata of being a middle who stands middle of the five classes of
the society. The terms that define, my status includes factors like the ones of social, asset, educational and
intergenerational. These are the factors that distinguish me from the members of the group.
How could a marketer make use of this information? [Hint: You may find the
associated report a useful resource]
Such markers are of importance to the marketers in order to determine the class of the customers become a
determinant of the class of the people belonging to the society (Hyman 2017). The societal structures belong
to certain groups present within the society as such the social culture can be considered as a subculture
where the groups are structured according to the hierarchy that is present within the group. Such common
ness in the group connects them to the values and the lifestyle they belong from. Such information about the
customer allows the marketer to develop their knowledge in accordance to the cultural and the societal values
that have been accumulated from the same. The influence of the particular reference group is directed from
the social class towards the reference groups in concern (Hayakawa and Venieris 2016).
Compare this method of social class allocation with what you have learned
about social class determination so far
The social class allocation is similar to the determination of the similar social class that is prevalent in the
society. The social class has been allocated keeping in mind different aspects that differs the members from
one another. The allocation of the social class is based on the generalizations prevalent in the society, which
includes factors like the ones of the lifestyle, allocation of the resources being predicted by the inhabitants of

the society (Kerckhoff 2018). The consumption of the goods are being made to in order to exhibit their
competence to the society they belong from. The services and the goods are also being procured in order to
assist the members of the society in developing the standings of the society. The factors determining the
social class of an individual are the ones of the economic variables and political ideologies along with the
interaction that proves to be a crucial part of the interaction (Saunders 2006). Economic variable is guided by
the factors of occupation, wealth and income while the interaction is formulated by the association of the
person along with factors of socialization and the standards that the person enjoys in the society. As the
report included a consciousness about the class identity it is evident from the discussion that is linked to the
power that the individual enjoys and the mobility that they have (. Marsh 2018)
What are your conclusions about the relevance of social class in Australian
society and consumer behaviour?
The idea of social class is highly influential I mappinhg the buying behavio4r of the customers to a larger
extent. The social classes are the products of the social culture and as such influences the
Activity worksheet 5│Reference groups
(Word count: 699)
This activity assumes you have read Chapters 5 and 6 and completed the online lecture.
Are your group members prepared?
List of collaborators:
Click or tap here to enter text.
Define the key concepts associated with this topic. Make sure your definition is correctly
referenced (Harvard):
The key concept of the topic begins with a discussion on the concept of the group defining it as the collection
of one or more than one individual brought together by shared values along with shared beliefs and norms
that connect them together in a conjoint identity. Their relationship with the group makes their behaviour
dependant largely on the attribute of the group. However, the concept of the reference group is a bit different
as it discusses the implication of a concrete group ideology, based on which certain individuals sought to
formulate the course of their actions (Antinyan 2016). As such, the individual groups can be divided on the
basis of the roles they play in the groups. The marketing practices have been defined on the basis of the role
theory. The topic also includes discussion on opinion of a leader who filters the information received and
transfers it to others belonging to the group (Fernandes and Panda 2018.). There are seeker and receiver of
the opinion. Such leadership occurs in the situation where the exchange of the information. The occupation of
such leaders is invested their ability to provide better information about specific. The leaders has information
in case of any such dissatisfaction occurs in the attribute of the customers. The discussion involve the
household where the same has been divided into the aspect of the family as well as that of the non-family
(Ahmad 2019).
How does this activity link to the topic? This linking statement might indicate how the activity
enables learning about specific aspects of the topic, or the application of the theory
The activity has been shaped to enhance the understanding of the influence of the reference group
segregating the influences on the basis of several structures concerned as such it allows one to identify the
issues in the scenarios provided that are similar to the real life ones.
1. Complete the table below.
Situation Influence type (Normative / Value-
Expressive / Informational)?
While at summer camp, Rachel notices that all
the members of an older "clique" that she
admires eat granola bars at snack time. When
she's back home again, she asks her mum to buy
her some granola bars.
Identification
Ken sees a commercial in which a professional
nutritionist explains the positive results of an
adequate intake of vitamin E. Ken adds vitamin E
to the list of nutritional supplements that he
already takes.
comparative

Pat's friends tease him about the old watch he's
been wearing since high s chool. He decides it's
finally time to buy a new watch.
Comparative
Sheila is heading into her mid-life and decides
that she needs to get more exercise. She joins
a local netball competition. During the first
few games, she notices that the player who has
been with the team the longest wears ASIC
Gels. When she goes to buy her own sports
shoe, she chooses the same brand.
Identification
Jason's favourite professional soccer player
becomes a celebrity spokesperson for a specific
brand of weed killer. Jason switches to that
brand of weed killer.
Identification
Two coworkers comment to Jane that they really
like the type of jeans she is wearing and ask her
where she purchased them. The next time Jane
needs jeans, she looks for the same brand.
Identification, informational

Situation Influence type (Normative / Value-
Expressive / Informational)?
Karen herself can't tell the difference between
high-priced brands of wine and the lower-priced
brands, so she usually purchases a cheap brand
for her own use. When she is choosing a bottle
of wine to take to a friend's house for dinner,
however, she purchases a very expensive brand.
normative
Michael has just taken his first job after
graduating from uni and is looking forward to
being a successful professional. Although many
styles of dress are acceptable at his work, he
notices that some of the most successful
professionals in his office wear shirts with
button-down collars. Michael buys a number of
these shirts in several different colours.
Identification
Theresa has joined a new church and likes the
people there very much. She notes that many of
the other elderly women wear pantsuits to church.
Although Theresa would be uncomfortable
wearing pants to church, she does buy a few
pantsuits to wear at home.
normative
Mark's computer has crashed once again, and he
decides that it's time to buy a new one. His sister,
Sharon, is a computer engineer, so Mark phones
Sharon to get some brand recommendations.
informational
Fred sees an ad for soap that depicts someone
being shunned by his friends because of bad
body odour. The next time he's at the
supermarket, Fred buys this brand of soap.
Identification, utilitarian
Susan notices that her auto mechanic drives a
Honda automobile. She makes a mental note to
include that brand in her search process the next
time she's in the market for a new car.
identification
2. Going to the movies!
Go to the website of any one cinema (e.g. Hoyts, Events, Reading or any other cinema
of choice). Analyse the likelihood of reference group influence occurring with this sort
of product category compared to another product category. Hint: There are
frameworks available in your text that can assist with your analysis.
The movie chosen for this particular nanlyis is the Hoyt movies from Melbourse. As such the influence that
occurs in these movie websites are the ones of informational and identification. The websites are laden
with information of the cast and the crews taking part in the movie. As such the advertisements are aimed
at attracting the concentration of the viewers on a greater extent so that the buying behaviour of the
customers can be modified according to the influential factor of the groups. In case of other organizational
marketing advertisement, as such in cases of the consumable products, the advertisements are mostly
normative and utilitarian in nature as they tends to influence the customer group by bringing up in front of
them the aspects that connect them to the utilitarian goals. As such they provide them with information
that allow them to quest the need linked with their utility.
As a group, make a decision on a movie to see. You can only choose one movie. What
aspects of reference group theory might apply to your group’s decision-making
process?
Positive attraction of the reference group mode applies in this case as all the members belonging to the
group need to agree to a singular movie so that each member can watch them together. In the situation
concerned, the movie is the product to which the influence of the reference group has been shaped in
order to modify the buying behaviour of the customers. The members of the group are connected and as
such it suffice as positive association as the members need to agree upon a particular movie so that their
buying behaviour is aligned according to the beliefs of the reference groups. The decision in such case is
also marked the by the norms of the group and thereby creates a pressure on the other members to
conform to the norm of the groups. As such the factors that influence such conformity is the information
available and how attracted are the information and the norm of the group. In case of strong reference

group, the strength of the brand of the luxury product, they are more likely to influence more people
towards the product.
What advice would you give a marketer of a product/service where group decision-
making might apply?
In case of decision making of group is concerned in reaction to a particular product it is of crucial
importance that the product I marketed with the aspect that would cater to the need of the customers of
all the groups. In order to create effective influence of the reference groups are concerned the factors
those need to be given primary importance are the ones of expertise, attractiveness, the information and
the cohesiveness. It is important to make the product of utility to the group that has been targeted along
with that the factor of identification of the group needs to be considered while connecting the customers
groups to it (Garga, Maiyaki and Sagagi 2019)

Introduction
The aim of the report is to conduct a study on the activities conducted on the
basis of the key factors of the study that mainly focuses upon the factors of social
stratification and the reference group and the factors that impact and influences the
functioning of the reference group. The idea of the reference groups stems from the
idea of societal class and culture and thereby constitutes a crucial part that appears to
be the area of concern for the market as it allows them to estimate the purchasing
behavior of the customers on a larger extent.
Social Stratification
The proposition of the factors of the social stratification are deeply rooted in the
cultures and the adjoined values that is brought about in the societal setup as a
matter of the hierarchy present in the societal scenario. The concept of the class has
emerged into the culture scenario on the basis of factors like the power, economic
strength and the political standings of the person in the society. Social status stems
from the culture and as such develops the attributes accordingly. The products are
thereby aligned according to the need and the attributes of the class that the
customers belong to. The customers of the group with lesser amount of income are
viewed as the customer of not long-term goals. As such the groups of the low income-
based customers require the company to established their strategies along the line of
values (Shavitt, Jiang and Cho 2016).
Reference Groups
The idea of the reference groups stems from the idea of social class and culture
whereby the action of the group is marked by the attribute of the individuals who
abide by a same norm that establishes the values of the organization to a larger
extent. There are certain factors that influences the purchasing behavior of the people
of the group (Smith and Chae 2017). In such a situation the organizations need to keep
in concern the values of individuals. The factors influencing the behavior of the
customers include the factors that attracts them towards the product along with the
information that is available to them. The information should connect the customers
with their utility and as such capable of attracting the customers specially the ones of
lower income level. Whereas with the customers of the higher income level look at the
information of the product along with the knowledge of it (Singer 2017).
Conclusion
The contribution of the activities were invested in the understanding of the real
life situations about the customers and their purchasing behavior and in turn involve
an understanding of the issues of class and society. The aspects of class and society
act as a crucial marker in shaping the action of the market along the line of the
product in developing the competence of the same with the buying behaviors of the
customers. The situations of both the cases are intrinsically linked and influential to
the market. Highlighting the hierarchy of the situations the economic disparities along
with other social factors and their contribution in the disparities have been made
prominent.

References
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