The document discusses social classes and social stratification, defining social classes as economic or cultural groupings within a society that are divided into a hierarchy based on factors like wealth, power, and prestige. It examines approaches to measuring social class both subjectively based on individuals' perceptions and objectively using socioeconomic variables, and also explores the roles and dynamics of social classes in areas like status consumption, social mobility, and their application in marketing.

1. BY GOVINDAPP.R.B
FAVAS
DILIP

2. INTRODUCTION
 Social classes are economic or cultural arrangements of groups in
society.
 Social class is defined as the division of members of a society into
a hierarchy of distinct status classes
 Members of each class have relatively same status

3.  Social class categorizes group of people within a
society who possess the same socioeconomic status
Upper class
Middle class
Lower class

4.  Social class is measured in terms of social status
 Social status is measured in terms of wealth(economic
assets),power(the degree of personal choice or influence over
others) and prestige(the degree of recognition received from
others)

5. Dynamics of status consumption
 It’s a process by which consumers endeavor to increase
their social standing through conspicuous consumptions
and possessions

6. The Measurement of Social Class
 Subjective Measures
 Reputational Measures
 Objective Measures

7. Subjective Measures
In the subjective approach to measuring social class, individuals
are asked to estimate their own social-class positions.
Reputational Measures
The reputational approach requires selected community
informants to make initial judgments concerning the social-class
membership of others within the community.
Objective Measures
A method of measuring social class whereby individuals are
asked specific socioeconomic questions concerning themselves or
their families On the basis of their answers, people are placed
within specific social-class groupings.

8. Objective Measures
 Single-variable indexes
The use of a single socioeconomic variable
(such as income) to estimate an individual’s
relative social class.
 Occupation
 Education
 Income
 Other Variables
 Composite-variable indexes
An index that combines a number of socioeconomic variables (such as
education, income, occupation) to form one overall measure of social class
standing.
 Index of Status Characteristics
 Socioeconomic Status Score

9. Social Mobility
Definition
Social mobility is the extent to which people move up or down in the class
system.
Measure of social mobility:
 Intergenerational social mobility is movement up or down the in
the class system from one generation to the next.
 Intragenerational social mobility is movement up or down in the
class system in a single generation

10. Social Stratification
Definition
 Viewed as social inequality, which is a universal phenomenon.
 Inequality is viewed in terms of the distribution of scare goods.
Elements of Social Stratification
 CLASS – as defined by Marx, it is the division of people in society
by their relationship to the means of production: those who own a
large portion of society’s wealth.
 STATUS – For Weber, prestige rather than position itself is
important. Individuals are ranked in society as high, middle, and
low as determined by how the role attached to their status is
valued.
 POWER – refers to the ability of an individual to get other people
to do “what he wants them to do with or without their consent.

11. demographics clustering
 In demographics, clustering is the gathering of various population based
on ethnicity, economics, or religion.
 In countries that hold equality as important, clustering occurs between
groups because of polarizing factors such as religion, wealth or
ethnocentrism. Clustering is often considered an enriching part of free
cultures in which one can visit a Chinatown or a French quarter for
restaurant choices. Other sociologists assert that clustering of like minded
individuals leads to political polarity and intolerance of contrary opinions,
as the United States has allegedly been trending since the 1950s

12. Social class role
Social class has a complex relationship with consumption behavior.
Various classes behave differently, even people within the same class
have quite different consumption pattern depending on whether the
wealth is acquired or earned.

13. some other roles and issues
 Cultural capital
 Affluent consumer
 Non-affluent consumer
 Old money and nouveaux riche
 Techno class
 Status symbol

14. Factors responsible for social
stratification
 Authority
Example-Boss has some authority
In society also classified in terms
of authority.

15. Income level and consumption
 The Upper Class
 The Middle Class
 White collar
 The Working Class
 Blue collar

16.  Achievement and occupation

17.  Education
Examples- MBA,MBBS,Mtech,Phd,

18. Application of social class in marketing
 Advertising
 Market segmentation
 Distribution
 Product development