assignment

1. 1
Name: Amber Memon
Enrollment: 1310-bba062
Course: Consumer Behavior
Submission To: Ms. Yasra Aslam
Submission On: 4-sept-2014

2. Question:
You need to outline the perception about difference between “upper social class”
and “lower social class” consumers. Determine the relation and difference between
these two consumers.
Answer:
Upper Social Class:
The upper class in modern societies is the social class composed of the wealthiest
members of society, who also wield the greatest political power. The term is often
used in conjunction with the terms "middle class" and "working class" as part of a
tripartite model of social stratification.
Lower social class:
The working class (also laboring class, proletariat, or laboring class) is the class
of people employed for wages, especially in manual or industrial work. Working-class
jobs include blue-collar jobs, but also include large amounts of white-collar
and service work. The working class relies on earnings from wage labor, thereby
including a large majority of the population in industrialized economies, of the
urban areas of non-industrialized economies, and also a significant number of the
rural workforce worldwide.
 Occupation:
Upper class: Politicians, Top business executives, CEOs and some
Celebrities.
Lower class: waiters, carpenters, plumbers
 Yearly Income:
Upper class: Rs: 5-8 million
Lower class: Rs: 25000-36000
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3.  Area Where They Live:
Upper class: Bungalows
Lower class: flats, huts
 Vehicles/Cars:
Upper class: BMW, Mercedes, Prado
Lower class: Motorcycles, Carts
 Number Of Times Being Overseas:
Upper class: Due to meetings they travel each month mostly
Lower class: After 8-9 years or may be
 Hobbies:
Upper class: Swimming, Golf, Reading, Arts
Lower class: Table Football, Sleeping
 What They Read:
Upper class: Newspaper, Novels
Lower class: Mostly they can’t read they are illiterate
 Favorite Television Show:
Upper class: News Channels (BBC)
Lower class: Star-Plus, Sahara-One, KTN
 Favorite Drink:
Upper class: Wine, Fresh juices
Lower class: Pepsi, Tang
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4.  Frequency Of Eating Out:
Upper class: Depends on mood
Lower class: Daily but of low quality
 Spend Free Time:
Upper class: Farmhouses, Abroad
Lower class: Villages, Cafes
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