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

Social Class
PPs – MM
FE – Manajemen
Univearsitas
Muhammadiyah Malang
Bamisha

1

Social Class
 The

ranking of people in society
into a hierarchy of upper, middle
and lower classes based on their
power and prestige
– The clothing we wear
– The houses we live
– The cars we drive
Bamisha

2

Social class Categories &
Measurement

1.

Warner’s index of status
characteristics

2.

Coleman-Rainwater social
standing hierarchy

Bamisha

3

Warners’ index of status

characteristics
Occupation
2. Source of income
3. House of type
4. Dwelling area
1.

Bamisha

4

Coleman-Rainwater
Social Standing Hierarchy
1.

Upper




2.

Middle



3.

Upper-upper
Lower-upper
Middle-upper
Middle class
Working class

Lower



The lower group of people but not the lowest
Real lower-lower

Bamisha

5

Applications of Social
Class to Marketing
Strategy

 Advertising
 Market

segmentation
 Distributions
 Product development

Bamisha

6