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Social Class & Attitudes
A social class is a group of people who have approximately equal social position as viewed by others in the society. Almost every society has some social class structure which is closely related to an individual’s occupation, but it may also be influenced by education, community participation where a person lives, income, possessions, social skills and other factors including family background.
In most countries there is some general relationship between income level and the social class. But the tastes and preferences, especially of consumer items, can vary greatly within the same income groups and social classes. So, income itself is usually a final yardstick to determine the consumer class.
People in different social classes may spend, save and borrow money in different ways. For example, spending for clothing, housing, home furnishings, and leisure activities, as well as choice of time and place of shopping often vary with social class. Marketers need to know who their target clientele are. Approaches for measuring target groupings are based on person’s occupation, education, and type and location of the housing.
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