Social class and its characteristics

Social class and its characteristics as a part of Consumer Behaviour

1. Social Class & Its Characteristics

2. What is Social Class ? The division of member of a society into a hierarchy of distinct status classes, so that members of each class have some relative status and members of all other classes have either more or less status. In other word, A social class is made up of people of similar social status who regard one another as social equals.

3. Social Class profiles  Classes are not sharply defined status groups like castes.  T hree main classes—upper , middle, and lower . A n upper class profile consist of the wealthy, employers, and industrialists, plus top executives. A middle class profile which includes most white-collar workers and professionals. A lower class profile usually known as a working class includes those in blue-collar or manual jobs.

4. Consumer behavior of Social class profiles Clothing, Fashion, and Shopping (every social class have their own preferences over clothing, fashion and shopping locations.) The Pursuit of Leisure ( Type of leisure activities differ) Saving, Spending, and Credit

5. Limitations of Social Class Social class is more difficult to measure than income 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 are sometimes better predictors of consumer behaviour

6. Characteristics of Class System  A system of hierarchy of status  system of social ranking based primarily on economic position A class system more mobile than caste system social classes act as sub-cultures—each social class is a system of behavior, a set of values and a way of life . status is achieved by one’s own efforts rather than ascribed, assigned or inherited.

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