cb presntation
Embed Size (px)
TRANSCRIPT
-
8/7/2019 CB presntation
1/23
Social Class
-
8/7/2019 CB presntation
2/23
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.
-
8/7/2019 CB presntation
3/23
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
-
8/7/2019 CB presntation
4/23
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).
-
8/7/2019 CB presntation
5/23
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
-
8/7/2019 CB presntation
6/23
Social Comparison Theory
states that individuals compare their
own possessions against those ofothers to determine their relative social
standing.
-
8/7/2019 CB presntation
7/23
Social Class Categories
Most early studies in the United States
divided specific communities into fiveor six social class structures.
-
8/7/2019 CB presntation
8/23
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.
-
8/7/2019 CB presntation
9/23
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.
-
8/7/2019 CB presntation
10/23
What is Lower Class?
There are poorly
educated unskilledlaborers, revolving
around.
And are out ofwork.
-
8/7/2019 CB presntation
11/23
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.
-
8/7/2019 CB presntation
12/23
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
-
8/7/2019 CB presntation
13/23
Objective Measures
Single-variableindexes Occupation
Education
Income
Other Variables
Composite-variable indexes
Index of Status
Characteristics Socioeconomic
Status Score
-
8/7/2019 CB presntation
14/23
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.
-
8/7/2019 CB presntation
15/23
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.
-
8/7/2019 CB presntation
16/23
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
-
8/7/2019 CB presntation
17/23
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
-
8/7/2019 CB presntation
18/23
Celine
Boogie Bag
Rs.449
Vuitton
Credit Card Holder
Rs.200
How Much Money Will Be Spent
HowMoney Will Be Spent
-
8/7/2019 CB presntation
19/23
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.
-
8/7/2019 CB presntation
20/23
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
-
8/7/2019 CB presntation
21/23
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
-
8/7/2019 CB presntation
22/23
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
-
8/7/2019 CB presntation
23/23
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