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    Life Style Profiles of Social Class: Presented By

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    bkaaljdaelv
    This document discusses social class profiles and lifestyles. It begins by defining social class as a status hierarchy based on esteem and wealth accumulation. Lifestyle is defined as attitudes, behaviors and possessions associated with a social group. Social class and lifestyle are important for marketers to consider when targeting customer groups. Several social class profiles are described, from upper-upper class to lower-lower class, along with characteristics like education, occupation, and spending habits. The document also discusses social class mobility and frameworks for analyzing values and lifestyles like VALS and LOV.

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    Life Style Profiles of Social Class: Presented By

    Uploaded by

    bkaaljdaelv
    696 views18 pages
    This document discusses social class profiles and lifestyles. It begins by defining social class as a status hierarchy based on esteem and wealth accumulation. Lifestyle is defined as attitudes, behaviors and possessions associated with a social group. Social class and lifestyle are important for marketers to consider when targeting customer groups. Several social class profiles are described, from upper-upper class to lower-lower class, along with characteristics like education, occupation, and spending habits. The document also discusses social class mobility and frameworks for analyzing values and lifestyles like VALS and LOV.

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    Lifestyle

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    This document discusses social class profiles and lifestyles. It begins by defining social class as a status hierarchy based on esteem and wealth accumulation. Lifestyle is defined as attitudes, behaviors and possessions associated with a social group. Social class and lifestyle are important for marketers to consider when targeting customer groups. Several social class profiles are described, from upper-upper class to lower-lower class, along with characteristics like education, occupation, and spending habits. The document also discusses social class mobility and frameworks for analyzing values and lifestyles like VALS and LOV.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    696 views18 pages

    Life Style Profiles of Social Class: Presented By

    Uploaded by

    bkaaljdaelv
    This document discusses social class profiles and lifestyles. It begins by defining social class as a status hierarchy based on esteem and wealth accumulation. Lifestyle is defined as attitudes, behaviors and possessions associated with a social group. Social class and lifestyle are important for marketers to consider when targeting customer groups. Several social class profiles are described, from upper-upper class to lower-lower class, along with characteristics like education, occupation, and spending habits. The document also discusses social class mobility and frameworks for analyzing values and lifestyles like VALS and LOV.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 18

    LIFE STYLE PROFILES OF SOCIAL CLASS

    PRESENTED BY:SHAKTI MISHRA


    KUMARI PREMLATA
    SASMITA SAMAL
    SHUVALOK MOHANTY

    WHATS A SOCIAL CLASS?

    A status hierarchy
    In whichindividualsandgroupsare
    classifiedon the basis of esteem and
    prestige
    Acquired mainly through
    economicsuccessandaccumulationof
    wealth

    LIFE STYLE..

    a set of attitudes,behaviour, habits, or


    possessions associated with a particular
    person or group.

    It varies with different social classes and


    each similar class has a similar lifestyle.

    WHY ARE LIFESTYLE AND


    SOCIAL CLASS IMPORTANT?
    From a marketers point of view these
    differences should be considered when
    choosing appropriate appeals to communicate
    their products.

    SOCIAL CLASSES

    SOCIAL CLASS PROFILES


    UPPER-UPPER CLASS
    Small number of well established families
    Serve as trustees for local colleges &hospitals
    Prominent physicians & lawyers
    Accustomed to wealth, so do not spend
    money conspicuously

    LOWER-UPPER CLASS
    Not quiet accepted by upper crust of society
    Represent new money
    Successful business executives
    Conspicuous users of their wealth

    UPPER-MIDDLE CLASS
    Have neither family status nor unusual
    wealth
    Young successful professionals, corporate
    managers and business owners
    Have keen interest in obtaining the better
    things in life
    Consumption is very conspicuous.
    Very child-oriented

    LOWER-MIDDLE CLASS
    Non managerial white collar workers and
    highly paid blue collars
    Keen to achieve respectability
    Very religious
    Constitute a major market for do-it-yourself
    products

    UPPER-LOWER CLASS
    The largest social class segment
    Solidly blue collared
    View work as a means to buy enjoyment
    High wage earners may spend impulsively
    Interested items include leisure time
    enhancers like T.V.
    Husbands have a macho man self image

    LOWER-LOWER CLASS
    Poorly educated, unskilled laborers
    Often out of work
    Children are often poorly treated
    Tend to live a day-day existence

    SOCIAL CLASS MOBILITY


    Social class mobilityrefers to the
    movement of people in a population from
    one social class or economic level to another.

    It typically refers toVertical mobility


    Horizontal mobility

    Vertical mobility
    movement of individuals or groups up (or
    down) from one socio-economic level to
    another, often by changing jobs ormarrying.
    Can be classified into:
    Upward mobility
    Downward mobility
    Horizontal mobility
    movement from one position to another
    within the same social level.

    VALS (VALUES AND LIFESTYLES)


    It is a way of viewing people on the basis of
    their attitudes, needs, wants, beliefs, and
    demographics.
    It is an attempt to "put people" into the
    thinking of those of us trying to understand the
    trends of our times - in the marketplace,
    economically, politically, sociologically, and
    humanly.

    A basic tool of the VALS program is the VALS typology.


    This typology is divided into four major categories, with a
    total of nine lifestyles. These are:
    Need-Driven
    -Survivor lifestyle
    -Sustainer lifestyle
    Outer-Directed
    -Belonged lifestyle
    -Emulator lifestyle
    -Achiever lifestyle
    Inner-Directed
    -I-Am-Me lifestyle
    -Experiential lifestyle
    -Societal Conscious lifestyle
    Combined Outer- and Inner-Directed
    -Integrated lifestyle

    LOV(LIST OF VALUES)
    It is a value instrument that is self administered
    value inventory.
    Values are the personal identity and play an
    important role in shaping the attitude and behavior
    of an individual or a group.
    Divided into 2 parts: 18 terminal value items (personal goals)
    18 instrumental value items (approaches)

    THANK YOU

    ANY QUERRIES??

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