Social Class

Social class is part of the cultural factors affecting behaviour by Kotler et al, it is a huge part in marketing to specific people and helps to identify the best advertising and target to reach for the product or service.



Social class is very different now to how it was at the turn of the century where there was a definate triangle structure, and there was never any mixing between the classes. At the bottom of the pyramid were the working and lower class, this went on to the middle class and finally to the upper class. This is very different to how the class structure is in the 21st century where changes in society and lifestyle have moved it from a pyramid structure to a diamond there are now only small differences between the classes but alot more of them overall. These are poverty class, upper lower class, working class, lower middle class, middle class, upper middle class and then upper class.

In societies where classes exist, one's class is determined largely by:
–personal or household per capita income or wealth including the ownership of land, property.
–occupation
–education and qualifications
–family background

In the United Kingdom the class system is measured by social demographics these are:
A B C1 C2 D E
A – upper middle class
B - middle class
C1 – lower middle class
C2 – skilled working class
D – working class
E –lower class

Many people use social class to show their status in society, they will then buy products to show other people what that status is. However many people will also buy expensive products to act as though they are of higher status than they are, within the 21st century status and social class it is seen to be very important. So far in fact that people will try and 'beat' other people by the products that the buy and 'show' off, many companies use this to make better products for people to aspire to Take a car company for example, they will have low cost average cars but then they will have more up market cars, even under a different name for instance Toyota is a Japenses car company of whom have a range of different products for all social classes, they also have the Lexus car company which is seen to be more luxurious products.