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1 
Name: Amber Memon 
Enrollment: 1310-bba062 
Course: Consumer Behavior 
Submission To: Ms. Yasra Aslam 
Submission On: 4-sept-2014
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 
2
 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 
3
 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 
4

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Cb assignment. upper and lower class

  • 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 2
  • 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 3
  • 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 4