SOCIAL CLASS

INFLUENCES&CONSUMER
BEHAVIOUR
 Social Class
Birds of a feather flock together”
• Social class – a status hierarchy by which
groups and individuals are classified on the
basis of esteem (regard, respect) and
prestige (reputation, influence derived from
achievements). – American Marketing
Association
• The different lifestyles of social classes lead
to different benefits being sought
 Meaning of social class

• Social class can be viewed as a range of

position in a society . Social class define the
ranking of people in a society in to a hierarchy
of distinct status class;
Upper,Middle,Lower,so that the member of
class have relatively the same status based on
their power & prestige.
 Social class result from socio-
economical factor
• Social eco Social class Unique
Factor Behaviour

Education Upper class Preference

Occupation Middle class Purchase
Income level Lower class consumption
Ownership
 Group Activity
• Assume you are a travel agent selling vacation packages to
different social classes.
• Discuss and create a plan for:
– (1) vacation packages to offer (destination, accommodations,
food, etc.)
– (2) advertising and appeals used
– (3) media location
• Do this for (a) upper class, (b) middle class, and (c) lower
class.
• Discuss if YOUR product is better suited for upper, middle,
or working class and why.
• Write down your ideas and be prepared to share with the
class.
 Nature of social class
• Social class based on many component not only on
income & Occupation. Housing is another consideration in
social class ditermination.markter generally believe" You
are where you live”
• Social class are hierarchical that is, From high status to
low status.
• Social class are homogeneous.based on similar factor such
as education,activities,intrests,opinion ,attitude, Social
class are viewed as homogeneous divisions of a society.
• Social class help the marketer devlop appropriate
marketing programmes for social class segment.
 India's top status symbols
1. Education degree
2. Car
3. Home location
4. Cell phone
5. Children school / College
6. Credit card
 Social class categories
• W.Lioyed identified six social class structure
Upper Upper, Lower Upper, Upper Middle, Lower middle, Upper lower , Lower lower.
Basically it is divided in to three categories
• Upper class
• Middle class
• Lower class