What Are Marketing Strategies VIA Class Traits & Cultural Elements?
What Are Marketing Strategies Through Class Traits & Cultural Elements?
“What class traits define your peer group? For example, what speech patterns or clothing trends do you and your friends share?” And “What cultural elements, such as taste in music or hobbies, define your peer group?”
Many class traits can be used to identify a
group of people. These include income level, education level, occupation, and
social status. Class is often used to stratify society, and people in different
classes often have different lifestyles and access to additional resources (Hawkins
et al., 2020).
I belong to a
middle-class and expat group who are working at higher education institutions
in Saudi Arabia. We are a group of highly educated professionals who have come
to Saudi Arabia to work at universities. Our group peers shared interests and
cultural elements define my peer group as expat employees working at higher
education institutions. We share many common interests, including a love of
learning, teaching, and research. We are also interested in exploring the local
culture and learning about the history and culture of Saudi Arabia. We are all
adjusting to life in Saudi Arabia and are learning new things about the culture
and the people here (Alanezi et al., 2020). We often speak in English and our
native languages when we are around each other. We are all big fans of music,
movies, and time outdoors. We have very similar fashion senses, favoring
comfort over style. We dress relatively conservatively and often wear
traditional Arabic clothing. We are generally friendly and welcoming to new
people and enjoy social time together. These shared interests help create a
strong sense of community among expats (HSBC, n.d.)
Furthermore,
some typical class traits among us include (1) Fluent in English and/or Arabic.
(2) Holding a bachelor's degree or higher "Highly educated." (3)
Working in a professional or academic setting. (4) Have lived in Saudi Arabia
for an extended period of time. (5) Interests in traveling and exploring new
cultures. And (6) Open-mindedness and tolerance for different lifestyles.
“How do you see this set of class traits as different from other classes either above or below yours?”
The middle class is often defined by its unique
set of traits and characteristics, which sets it apart from other social
classes. For example, middle-class individuals are typically more educated and
have higher incomes than lower classes. Additionally, the middle class is often
seen as more stable and secure than the lower class and as more ambitious and
aspirational than the upper class (Craib, 2002).
Thus, when considering how the middle class
differs from other classes, it is essential to consider the economic and
cultural factors that define it. The middle class is typically characterized by
its relative stability in terms of its financial position. In terms of culture,
the middle class is often associated with values of hard work, self-discipline,
and respect for authority (Reeves et al., 2018).
The middle-class is usually seen as the
backbone of society. Middle-class persons are the ones who can maintain a
stable lifestyle and provide for their families. They are also the ones who can
contribute to the economy in a meaningful way. The middle class is often seen
as the most stable and the most important class in society (Matthew Frankel,
2019).
The traits possessed by the middle class are
generally different from those of other classes, be they above or below it. As:
(1) It is aspirational, (2) it is flexible, (3) it shuns excessive materialism,
(4) it is egalitarian, (5) it is cooperative, (6) it is self-expressive, (7) it
is generally content, and (8) it generally does not reject others.
References
Alanezi, A., Darwish, T. K., Singh, S., & Miroux, A.
(2020). Substituting expats with locals: Tncs and the indigenization policies
of Saudi Arabia. Transnational Corporations, 27(1), 63–86. https://doi.org/10.18356/41c3a7d3-en
Craib, I. (2002). What is social class? Group Analysis,
35(3), 342–350. https://doi.org/10.1177/0533316402035003607
Hawkins, D. I., Mothersbaugh, D. L., & Kleiser, S. B.
(2020). Consumer behavior: Building marketing strategy. McGraw-Hill
Education.
HSBC. (n.d.). Living in Saudi Arabia: Saudi Arabia
country guide - HSBC expat. Living in Saudi Arabia | Saudi Arabia Country
Guide - HSBC Expat. Retrieved May 13, 2022, from https://www.expat.hsbc.com/expat-explorer/expat-guides/saudi-arabia/living-in-saudi-arabia/
Matthew Frankel, C. F. P. (2019, June 15). Are you middle
class? here are 5 traits you might have. The Motley Fool. https://www.fool.com/investing/2019/06/15/are-you-middle-class-here-are-5-traits-you-might-h.aspx
Reeves, R. V., Guyot, K., & Krause, E. (2018, May 7). Defining the middle class: Cash, credentials, or culture? Brookings. https://www.brookings.edu/research/defining-the-middle-class-cash-credentials-or-culture/
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