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    Social Class

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    Social ClassSocial Class

    The division of

    members of a society

    into a hierarchy of

    distinct status classes,

    so that members of

    each class have eitherhigher or lower status

    than members of other

    classes.

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    What are the typical factors that

    differentiate the social classes?

    Occupation

    Education attained

    Behavioral standards taste culture

    Source of Income Level of Income; wealth

    Dwelling area

    Power

    Religious Affiliation; Associations

    lifestyles, buying patterns, motivations andvalues

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    Characteristics of Social Class

    Is hierarchical

    Is a natural form of segmentation

    Social class conveys perception of inferior

    or superior position.

    Reflects a persons relative social status

    Class may be indicated by cluster of

    variables (occupation , income and wealth).

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    Social Class and Social Status

    Status - our social ranking.

    Status is frequently thought of as the

    relative rankings of members of each socialclass

    wealth

    power

    prestige

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    Social Comparison Theory

    states that individuals compare their

    own possessions against those ofothers to determine their relative social

    standing.

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    Social Class Categories

    Most early studies in the United States

    divided specific communities into fiveor six social class structures.

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    What is Upper Class?

    The upper class of most societies is a

    varied group of individuals who

    include the new social elite.

    Aristocracy consists of traditional old

    money families who acquired greatwealth and power and whose

    members live on inherited wealth

    such as maharajas and business

    families.

    Such families represent a very small

    percentage of the population.

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    What is Middle Class?

    The middle 50% of household

    incomes Households made up of

    college-educated adults who use

    computers, and are involved in

    childrens education. This class is also composed of

    workers at managerial levels who

    likely to reach occupational status.

    The people focus on achieving higher

    income levels, success in their careers.

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    What is Lower Class?

    There are poorly

    educated unskilledlaborers, revolving

    around.

    And are out ofwork.

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    Categories of Social ClassCLASS DESCRIPTION

    UPPER-UPPER Elite, wealth inherited. Gracious living. Value family

    reputation. Socially responsible.

    LOWER-UPPER Wealth of first generation. Choose good schools for children

    .future generation have chance to move to top class. Class

    of top corporate executive, successful professionals , &

    proprietors of large business.

    UPPER-MIDDLE Well-off financially. income above average. Moderate

    successful professionals & businessman.

    LOWER-MIDDLE A large class. supervisors, non-managerial staff , traders.

    Clerical staff , salespeople. Respectable living. Value

    education.

    UPPER-

    LOWER

    Larger class. Wage earners. working class. strive for

    respectability

    LOWER-LOWER Lowest income unemployment. underdevelopment.

    Uneducated. Daily wage earners. Low occupation.

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    Social Class Measurement

    Subjective Measures: individuals are askedto estimate their own social-class positions

    Reputational Measures: informants makejudgments concerning the social-classmembership of others within the community

    Objective Measures: individuals answer

    specific socioeconomic questions and thenare categorized according to answers

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    Objective Measures

    Single-variableindexes Occupation

    Education

    Income

    Other Variables

    Composite-variable indexes

    Index of Status

    Characteristics Socioeconomic

    Status Score

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    Index of Status CharacteristicsIndex of Status Characteristics

    (ISC)(ISC)

    A composite measure of social class that

    combines occupation, source of income (not

    amount), house type / dwelling area into a

    single weighted index of social class

    standing.

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    Socioeconomic Status Score (SES)Socioeconomic Status Score (SES)

    A multivariable social class measure used by the

    United States Bureau of the Census that combines

    occupational status, family income, andeducational attainment into a single measure of

    social class standing.

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    Lifestyles and Interests

    Tastes

    Language

    SelfImageValues

    Political orientation

    Access to such resources as education, health care,housing and consumer goods.

    How long you will live & how healthy you will be

    What sort of things does social class affect

    I.e. Consumption behaviour

    who spends how much and on what

    The Importance of Class

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    Dress: white collar vs. blue collar

    Form of recreation: upper-class people are

    expected to play golf rather than shoot pool downat the pool hall - but they can do it at home.

    Residential location: upper-class people do not

    ordinarily live in slums

    Material Possessions: Kind of car: Rolex watch,

    how many bathrooms a house has

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    Celine

    Boogie Bag

    Rs.449

    Vuitton

    Credit Card Holder

    Rs.200

    How Much Money Will Be Spent

    HowMoney Will Be Spent

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    Singapore Airlines (SIA)

    offers a first and

    business-class only flight

    to the United States in

    2005. A first for Asia, SIAbecame the second major

    airline in the world to go

    all-business class: about

    a year ago, Swiss Private

    Air started 'no coach'flights.

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    How Do the Lower and Upper Classes Differ in Their

    Consumption Tastes?

    Lower classesgenerally focus onmore immediateand more

    utilitarian needs

    Upper classes

    are often likely toapproachconsumption froma more aestheticperspective

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    Selected consumer behaviour

    applications of social class

    Clothing, Fashion, and Shopping Where one shops

    External point of identification such as the name of abrand .

    The Pursuit of Leisure

    Attend the theater and concerts, to play bridge, and to attend

    college football games Be avid TV watchers and fishing enthusiasts, and enjoy drive-in

    movies and baseball games.

    Furthermore lower class consumer spends more time on bowling,etc. and craft activities(reading, visiting museums)

    continued

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    Social Class and Marketing

    Strategy

    Saving, Spending, and Credit

    Upper class are more future-oriented and are

    more willing to invest. In comparison, lowerclass consumers are primarily concerned with

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    Limitations of Social Class

    Social class is more difficult to measure thanincome

    Many purchase behaviours are related more to

    income than social class Consumers often use expected social class for

    their consumption patterns

    Dual incomes have changed consumption patterns

    Individual dimensions of social class aresometimes better predictors of consumerbehaviour