Chapter No: 05 of MKT 425: Consumer Behavior Chapter Name ...
Transcript of Chapter No: 05 of MKT 425: Consumer Behavior Chapter Name ...
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Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 01
Chapter No: 05of
MKT 425: Consumer Behavior
Chapter Name: Social Class
Modular:
Mr. Afjal Hossain
Lecturer
Department of Marketing, PSTU
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Definition:
Social Class
Social class is a range of social positions on
which each member of the society can beplaced.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 02
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Definition:
Social Class
Another words, It is the division of members
of a society into a hierarchy of distinct statusclasses so that members of each class haverelatively the same status and members of allother classes have either more or less status.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 03
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Definition:
Social Class
Ex: In terms of Income LevelUpper
Middle
Lower
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 04
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Definition:
Strata
The individual part of the social class in strata.
That means, when the social class is dividedinto a small number of specific social classesthen in is called strata. In the previousexample upper income level is a strata.
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Definition:
Social Class and Social Status
The measurement through which social class
is measured is social status.
Social class is measured through a number offactors i.e. power, income, prestige etc.
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Variations of Social Class:
Social class categories are ranked in a
hierarchy, ranging from low to high status.That’swhy it is divided into 3 categories:
1. About the same social class
2. Higher social class
3. Lower social class
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 07
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Variations of Social Class:
1. About the same social class
When others have equal to them
2. Higher social class
when others have superior to them
3. Lower social class
when others have inferior to them
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Variations of Social Class:
Social class categories can also be ranked from
2 or more than 2 categories:
Two-Category Social Class Schemas:
•Blue Collar White Collar
•Lower Upper
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Variations of Social Class:Three-Category Social Class Schemas:
•Blue Collar Grey Collar White Collar
•Lower Middle Upper
Four-Category Social Class Schemas:
•Lower-Lower Lower-upper Upper-lower Upper-upper
Five-Category Social Class Schemas:
•Lower-lower Working class Lower-upper Upper-lower Upper-upper
•Lower Lower-middle Middle Upper-middle Upper
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 010
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Variations of Social Class:Six-Category Social Class Schemas:
•Lower-lower Lower-upper Middle-lower Middle-upper Upper-lower Upper-upper
Seven-Category Social Class Schemas:
Real lower-lower
A lower group of people but not the lowest
Working class
Middle class
Middle-upper
Upper-lower
Upper-upper
Nine-Category Social Class Schemas:
Lower-lower
Lower-middle
Lower-upper
Middle-lower
Middle-middle
Middle-upper
Upper-lower
Upper-middle
Upper-upper
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Measurements of Social Class:
1. Subjective measures
2. Reputational measures
3. Objective measures
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Measurements of Social Class:
1. Subjective measuresIndividuals are asked to estimate their own social-classpositions.
Ex: Which one of the following best describes your bestsocial class?
Lower class
Lower-middle class
Upper-middle class
Upper class
Do not know
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Measurements of Social Class:
2. Reputational measures
For measuring social class, it requires selectedcommunity informants to make initial judgmentsconcerning the social class membership of otherswithin the community. The final task of assigningcommunity members to social-class positions.
Ex: Positions of bankers will dignified by the SVP of abranch.
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Measurements of Social Class:
3. Objective measures
It requires people to envision their own class standing or
that of other community members. It consists of selecteddemographic or socioeconomic variables concerning theindividual’s under study. Variables are measured throughquestionnaires.
The most favorable variables are: occupation, income,education etc.
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Measurements of Social Class:
3. Objective measures
This type of measures fall into 2 basic categories:
(a) Single variable indexes
Just one socioeconomic variable is used to evaluate social classmembership.
(b) Composite variable indexes
Combine a number of socioeconomic factors to form one overallmeasure of social class standing. The higher the socioeconomicfactors, the more positive the rating.
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Measurements of Social Class:
3. Objective measures(a) Single variable indexes
Some of the single variables are:
Occupation: People ask others when they meet for the first time.What do you do for living?
Education: The more education the person has, the higher theperson paid.
Income: Use either amount of income or source of income.
Other variables: Neighborhood or value of residence is rarely usedto measure social class. One of the measurement is CHAPIN’s SocialStatus Scale. It focuses the presence of certain items of furniture/accessories denote the higher status. Television in the living roommeans lower class status rather than television in guest room.
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Measurements of Social Class:
3. Objective measures(b) Composite variable indexes
Two most composite indexes are:
Index of status characteristics: Occupation, Source of income (notamount of income), house type and dwelling area.
Socioeconomic Status Scores: Occupation, family income andeducational attainment.
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Query?
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Thank You
… For staying with me …
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 020