10._Social_Class.ppt 40KB Mar 29 2010 04:55:13 AM

Bamisha 1

Social Class

Social Class

PPs – MM FE – Manajemen

Bamisha 2

Social Class

Social Class

The ranking of people in society

into a hierarchy of upper, middle and lower classes based on their power and prestige

Bamisha 3

Social class Categories & Social class Categories &

Measurement Measurement

1. Warner’s index of status

characteristics

2. Coleman-Rainwater social

Bamisha 4

Warners’ index of status

Warners’ index of status

characteristics

characteristics

1. Occupation

2. Source of income 3. House of type

Bamisha 5

Coleman-Rainwater

Coleman-Rainwater

Social Standing Hierarchy

Social Standing Hierarchy

1. Upper

 Upper-upper  Lower-upper  Middle-upper

2. Middle

 _{Middle class}  _{Working class}

3. Lower

Bamisha 6

Applications of Social

Applications of Social

Class to Marketing

Class to Marketing

Strategy

Strategy

Advertising

Market segmentation

Distributions