SOCIAL CLASS AND

CONSUMER BEHAVIOUR PART

1
Presented by
Dr.Anubha Gupta
Faculty , S.S. in Commerce Vikram University
Useful for BBA(H)/B.COM(H)/M.COM and allied
subject
 MEANING OF SOCIAL CLASS
 Social class usually is defined by the amount of
status that members of a specific class possess
in relation to members of other classes. Social-
class membership often serves as a frame of
reference for the development of consumer
attitudes and behaviour.
MESERMENT OF SOCAIL CLASS
• Its rely on an individual’s self perception.

Subjective
Measurement
• Its rely on an individual’s perceptions of

Reputational others

Measurement
• it use specific socioeconomic mesures, either

Objective alone or in combination with others.

Measurement
Lifestyles profiles of the social class
 The life style that is consumer behaviour of
various social classes differ widely. A person in
lowest class is able to buy only bare minimum
requirements of life.
 On the other extreme there are rich elites either
because of historical factors like zamidars in
India or persons in foreign countries who have
inherited.
Lifestyles profiles of the social class
 Upper class :
 upper class who have acquired wealth through
success in business, industry or service.
 Lifestyle:
 They buy high priced cars, house, get best
education for their children and get treatment
in best hospitals in case of illness. This class
wants to have best enjoyment of life and looks
for the future of their family.
Lifestyles profiles of the social class
 high level professionals:
 Young successful professionals, senior corporate
executives and small scale and medium scale new
busi­nessmen fail in this group who has come up
through their education and hard work.
 Lifestyle:
 They believe in high standard of living and try to
buy best things in life-houses, furniture,
furnishings, automobiles, health care, insurance,
education of their children so that they may also
become good professionals.
Lifestyles profiles of the social class
 Middle Class:
 They are mostly junior executives. They are
white collar workers but also include high paid
blue collar persons and small traders.
 Lifestyle: These persons are major consumers for
many branded products, new developing stores
on western style and they also patronize e-
commerce. Most of them spend sometime
worshiping of their faith and participate in
religious and social functions.
Lifestyles profiles of the social class
 Lower Middle Class:
 Most of the factory workers and petty shopkeepers
fall in this group. In view of limited income they
are not able to satisfy all their demands.
 Lifestyle:
They spend heavily on marriages and funerals of
elderly people, many times more than their
resources and become indebted. But majority of
them are security minded and therefore save for
future in banks, insurance policies, purchase of
gold ornaments.
Lifestyles profiles of the social class
 Poor Class:
It consists mainly of unskilled workers and often
they work as labourers on farms, construction of
houses and roads and in factories.
Lifestyle: In this class both husband and wife and
many times even children work. higher rate of
illiteracy in this class all over the world; for them
current earning is more important than future.
This class does not earn enough to meet their
necessities but for many of them drinking
becomes necessity much more than anything else.
 Reference
 https://www.yourarticlelibrary.com
 https://
managementinnovations.wordpress.com/
 .
Thank You