Bamisha1 Social Class PPs – MM FE – Manajemen Univearsitas Muhammadiyah Malang

Bamisha2 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

Bamisha3 Social class Categories & Measurement 1. Warner’s index of status characteristics 2. Coleman-Rainwater social standing hierarchy

Bamisha4 Warners’ index of status characteristics 1. Occupation 2. Source of income 3. House of type 4. Dwelling area

Bamisha5 Coleman-Rainwater Social Standing Hierarchy 1. Upper  Upper-upper  Lower-upper  Middle-upper 2. Middle  Middle class  Working class 3. Lower  The lower group of people but not the lowest  Real lower-lower

Bamisha6 Applications of Social Class to Marketing Strategy Advertising Market segmentation Distributions Product development