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Social Class
&
Its Characteristics
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.
Social Class profiles
• Classes are not sharply defined status groups like
castes.
• Three main classes—upper, middle, and lower.
• An 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.
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
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
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.
Social class and its characteristics

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Social class and 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. • Three main classes—upper, middle, and lower. • An 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.