Question 1

Members of specific social classes differ in terms of what they consider fashionable or in good taste. For instance, lower-middle class consumers prefer:
A) t-shirts and caps with no logos to identify the maker.
B) clothing with a subtle look, where the logos are not obvious.
C) t-shirts and caps that offer an external point of identification, such as a team, a valued trademark or a respected brand name.
D) Country Road clothing.

Accepted Answer

Lower-middle class consumers prefer clothing that offers an external point of identification, such as a team, a valued trademark or a respected brand name, as it helps to establish their social status and belonging within a group. Clothing with no logos would not serve this purpose, and clothing with subtle logos may not be as effective in establishing this external identification. Country Road clothing is typically associated with a more affluent consumer, so it is less likely to be preferred by the lower-middle class.

Question 2

In Asia, there is mounting evidence that the middle-class is:
A) increasing rapidly.
B) slowly disappearing.
C) too large for marketers to handle.
D) ageing.

Accepted Answer

The answer of In Asia, there is mounting evidence that...

Question 3

As compared to the lower class, a member of the higher classes would be more likely to:
A) use language that reflects regional differences in terminology.
B) prefer to read romance stories.
C) describe their experiences from a number of different perspectives.
D) prefer to watch situation comedies.

Accepted Answer

Members of the higher classes are often exposed to a broader range of experiences and education, which can enable them to view and describe their experiences from multiple perspectives. This contrasts with more specific cultural or entertainment preferences, which can vary widely within any class.

Question 4

Broadband Internet usage and increased leisure activities are typical of which consumer?
A) The middle class consumer.
B) The affluent consumer.
C) The lower-middle class consumer.
D) The lower-class consumer.

Accepted Answer

Broadband Internet usage and increased leisure activities are typically associated with the affluent consumer. This is because broadband Internet and leisure activities require disposable income to afford the necessary technology and free time, which are more common among the affluent.

Question 5

'Birds of a feather flock together' is the underlying rationale for _____ clustering.
A) demographic
B) geographic
C) psychographic
D) geodemographic

Accepted Answer

Geodemographic clustering combines both geographic and demographic factors to identify groups of people who live in the same area and share similar characteristics. This approach is based on the idea that people who live close to each other are likely to have similar lifestyles, values, and preferences. Thus, the "birds of a feather" principle applies and people with similar backgrounds and interests are more likely to flock together in the same neighborhood.

Question 6

Which of the following would have the greatest success with a member of the lower class as opposed to a member of the upper class?
A) An insurance salesman.
B) An estate planner.
C) A fundraiser for the local Scout hall.
D) A VISA card advertising a lower annual percentage rate.

Accepted Answer

A VISA card advertising a lower annual percentage rate would have the greatest success with a member of the lower class as opposed to a member of the upper class because lower-class individuals are more likely to be interested in a lower annual percentage rate on a credit card.

Question 7

Many of the present generation of university students are forecasted to 'not do as well' as their parents. If this proves to be correct, then they will be facing:
A) upward mobility.
B) enhanced mobility.
C) lateral mobility.
D) downward mobility.

Accepted Answer

If the present generation of university students are forecasted to 'not do as well' as their parents, then they will be facing downward mobility. This means they will not be able to attain the same level of success or socioeconomic status that their parents achieved, which is a form of social stratification.

Question 8

The affluent market is currently defined as those with annual household incomes that are:
A) $60 000-plus.
B) $70 000-plus.
C) $80 000-plus.
D) none of the above.

Accepted Answer

The definition of an affluent market can vary significantly depending on the source, region, and context. There is no universally agreed-upon income threshold that categorically defines an affluent household, and it can change over time due to factors like inflation and shifts in the cost of living. Therefore, none of the provided options can be considered universally correct without more specific context.

Question 9

Juliet enjoys playing bridge, going to the theatre and attending university football games. Using only leisure-time social class characteristics as a basis to classify, Harriet would most likely be a member of the:
A) lower-lower class.
B) upper-lower class.
C) lower-middle class.
D) upper class.

Accepted Answer

The activities Juliet enjoys, such as playing bridge, going to the theatre, and attending university football games, are typically associated with the leisure-time preferences of the upper class. These activities often require both financial resources and cultural capital that are more commonly found among upper-class individuals.

Question 10

Compared to the lower-class consumer, an upper-class consumer's leisure activities tend to be:
A) more cognitive.
B) less expensive.
C) more time-consuming.
D) more physical.

Accepted Answer

Upper-class consumers tend to have more resources and access to intellectual and cultural resources, which can lead to leisure activities that are more cognitive in nature, such as attending lectures, reading literature, and attending cultural events. Lower-class consumers may have fewer resources and more limited leisure opportunities, which can result in leisure activities that are less cognitive and more focused on basic physical needs and entertainment.

Question 11

Compared to an upper-class consumer, a lower-class consumer would be more likely to enjoy:
A) watching television.
B) fishing.
C) football.
D) all of the above.

Accepted Answer

It is not accurate to generalize the preferences of individuals based solely on their class. However, lower-class individuals may have fewer financial resources to spend on leisure activities and may find enjoyment in more affordable pastimes such as watching TV, fishing, and/or football. It is important to note that personal preferences vary among individuals regardless of class.

Question 12

Two opportunities necessary for people to believe that the chance exists for upward social class mobility are:
A) self-improvement and self-advancement.
B) self-development and self-advancement.
C) self-development and self-improvement.
D) self-satisfaction and self-improvement.

Accepted Answer

The answer of Two opportunities necessary for people to believe...

Question 13

In Australia, there is mounting evidence that the middle class is:
A) slowly disappearing.
B) increasing rapidly.
C) too large for marketers to handle.
D) ageing.

Accepted Answer

Several studies have shown that the middle class in Australia is slowly disappearing due to factors such as rising housing costs, stagnating wages, and job insecurity. This trend is causing an increase in income inequality, with those in the upper and lower income brackets growing in number.

Question 14

For upward mobility to be a motivator, there must be a perceived possibility for:
A) income.
B) education.
C) occupation.
D) self-advancement.

Accepted Answer

Upward mobility as a motivator is closely linked to the concept of self-advancement, which encompasses opportunities for personal and professional growth, including higher income, better education, and improved occupational status.

Question 15

Tim enjoyed a comfortable lifestyle whilst growing up with his parents who were affluent white-collar workers. However, when growing up Tim was not able to maintain this social class position. Tim is said to face:
A) upward mobility.
B) downward mobility.
C) lateral mobility.
D) mobility loss.

Accepted Answer

Downward mobility refers to a situation where an individual or a group of people experience a decline in their social or economic status. In this case, Tim was not able to maintain the same social class position he grew up in, which implies a decline in his social status. Therefore, the best choice is B, downward mobility.

Question 16

Which of the following social classes is more likely to go fishing?
A) Working class.
B) Upper-middle class.
C) Middle class.
D) Lower class.

Accepted Answer

The answer of Which of the following social classes is...

Question 17

As compared to the lower class, a member of the upper class would be more likely to:
A) invest in insurance.
B) save for the purpose of security.
C) seek more immediate gratification.
D) owe outstanding money on their credit card.

Accepted Answer

Investing in insurance is more common among upper-class individuals as they typically have more disposable income to allocate towards protecting their assets and wealth.

Question 18

Sally believed that she had the opportunity to improve her social class standing through hard work. Sally obviously believed in the opportunity for:
A) income enhancement.
B) education improvement.
C) occupational status.
D) upward mobility.

Accepted Answer

Sally's belief in the ability to improve her social class through hard work suggests that she believes in upward mobility, the ability to move up the social ladder. The other choices, income enhancement, education improvement, and occupational status, may be part of the process but are not the overarching concept that Sally believes in.

Question 19

Tommy Hilfiger jeans would be most preferred by:
A) lower-middle-class consumers.
B) upper-middle-class consumers.
C) upper-class consumers.
D) working-class consumers.

Accepted Answer

The answer of Tommy Hilfiger jeans would be most preferred...

Question 20

Marketers that subscribe to the view that individuals of a certain social class will live close to similar individuals should explore:
A) geodemographics.
B) sociogeographics.
C) geosocioeconomics.
D) psychographics.

Accepted Answer

Geodemographics is the study of the relationship between geographical location and demographic characteristics of a particular population. It is used to identify patterns of behavior and preferences by analyzing data about a population's lifestyle, income, and other demographic factors in a particular geographic area. Therefore, it is the best choice for exploring the idea that individuals of a certain social class will live close to similar individuals.

Quiz 10: Social class and consumer behaviour

Members of specific social classes differ in terms of what they consider fashionable or in good taste. For instance, lower-middle class consumers prefer:

In Asia, there is mounting evidence that the middle-class is:

As compared to the lower class, a member of the higher classes would be more likely to:

Broadband Internet usage and increased leisure activities are typical of which consumer?

'Birds of a feather flock together' is the underlying rationale for _____ clustering.

Which of the following would have the greatest success with a member of the lower class as opposed to a member of the upper class?

Many of the present generation of university students are forecasted to 'not do as well' as their parents. If this proves to be correct, then they will be facing:

The affluent market is currently defined as those with annual household incomes that are:

Juliet enjoys playing bridge, going to the theatre and attending university football games. Using only leisure-time social class characteristics as a basis to classify, Harriet would most likely be a member of the:

Compared to the lower-class consumer, an upper-class consumer's leisure activities tend to be:

Compared to an upper-class consumer, a lower-class consumer would be more likely to enjoy:

Two opportunities necessary for people to believe that the chance exists for upward social class mobility are:

In Australia, there is mounting evidence that the middle class is:

For upward mobility to be a motivator, there must be a perceived possibility for:

Tim enjoyed a comfortable lifestyle whilst growing up with his parents who were affluent white-collar workers. However, when growing up Tim was not able to maintain this social class position. Tim is said to face:

Which of the following social classes is more likely to go fishing?

As compared to the lower class, a member of the upper class would be more likely to:

Sally believed that she had the opportunity to improve her social class standing through hard work. Sally obviously believed in the opportunity for:

Tommy Hilfiger jeans would be most preferred by:

Marketers that subscribe to the view that individuals of a certain social class will live close to similar individuals should explore: