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Social Class
Social Class may be defined as therelatively permanent,
homogeneousdivisions in a society into which
people sharing similar values,interests, and behavior can
begrouped.
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Nature of Social Class
It is a group consisting of a number of people whohave
approximately equal positions in a society
These positions may be
Ascribed, or inherited
Achieved, or earned
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Characteristics features ofSocial Class
Person within a given social classtend to behave more alike.
Social class is hierarchical. Social class is not measured by
a
single variable but it is measured as
a weighted function of onesoccupation, income, wealth,education,
status, prestige, etc.
Social class is continuous rather thanconcrete with individuals
able to
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Factors determining thesocial class
Occupation Income Level
Heritage Educational attainment Possessions
Associations or interactions Level of Influence
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Measurement of Social Class
Three Kinds of Measurement:
Subjective Measure Based on the selfperception
Reputational Measure Based onconsumption and behavior
Objective Measure Based on-
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Social Mobility
o It occurs whenever people move across the socialclass
boundaries, perhaps in their own life time orthrough generations,
or from one occupationallevel to another
Downward Mobility: movement from one positionto another position
that is lower in social status
Horizontal Mobility: Movement from oneposition to another
roughly equivalent in socialstatus.
Upward Mobility: movement from one position to
another position that is higher in social status
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Social influence onconsumer behavior
1. Intimate groups influence the buyingbehaviour. They are:
.
Groups which serve as comparisonpoints
. Groups to which the individual
aspiresto be a member. Groups whose perspectives are
assumed by the individuals
irrespectives of whether he aspiresfor its membershi or not
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2.Role of opinion leaders
3.Exposures of indiduals to the media
of communication.
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Categories of social class
Upper
Upper-middle
Middle Working
lower
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e onsump onPatterns of Specific
Social Classes The Upper Class
The Upper-Middle Class
White collar
middle
The Working Class
Blue collar
The lower class
Scavenging
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Culture
Culture is an aggregate of thelearned beliefs, attitudes,
values,norms and customs of a society or
group of people, shared by them andtransmitted from generation
togeneration within that society.
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Characteristics of Culture
Culture is invented
Culture is leaned
Culture satisfies needs Culture is not static
Culture is shared
