GOVERNMENT COLLEGE WOMEN UNIVERSITY, FAISALABAD

 Course Title: Consumer Behavior

 Course Code: BBA-602
 Instructor Name: Rohma Yousaf
 Class & Section: BBA 8th ( MA& B)
 Chapter Name: Class, Age and Gender Influences
 Lecture No: 05
LEARNING OUTCOMES
 After studying this chapter students will be able
to explain:
 What is Social Class?
 Types of Social Class?
 How Education, Occupation and Income
influences consumer behavior?
 What is Social Class Mobility?
 Types of Social Class Mobility
INTRODUCTION
 Factors such as social class, age and gender play an
important role in the marketplace, and it is therefore
important to monitor how these factors continue to
evolve.
WHAT IS SOCIAL CLASS?
 The division of member of a society into hierarchy of
distinct status classes, so that members of each class
have some relative status and member of all other
classes have either more or less status.
METHODS OF SOCIAL CLASS

 Three methods are used to determine the

social class.
 Objective Method
 Subjective Method
 Reputational Method
WHAT IS SOCIAL CLASS?
(CONT.…)
 Most societies have some forms of social class
structure. This structure infers a certain amount of
prestige or status to individuals based on their
classification within the hierarchy.

 Hierarchy: A system in which member of an

organization or society are ranked according to relative
status or authority.
SOCIAL CLASS HIERARCHY
EDUCATION
 In broad terms, the more educated a person is the more
likely they are to be employed in a profession that
generates a lot of income and therefore to be of a
higher status in society.
 Social Mobility: Moving from one social class to
another, either upward or downward on the social class
spectrum.
OCCUPATION
 In many societies the greatest determinant of social
class is occupation. Some occupations are afforded
greater status than others simply because of the level of
skill, training or education required to enter those
particular professions.
 Determinant: A factor which decisively affects the
nature or outcome of something.
INCOME
 Marketers are very concerned with how income is
distributed since this can enable them to target specific
groups that can afford their products or services.
 However, income is not always a good indicator of
social class. Several recent developments have
weakened this link.
WHAT IS SOCIAL CLASS
MOBILITY?

 Social mobility is the process of moving either upward

or downward on the social class spectrum.
 Social mobility is the movement of individuals,
families, households, or other categories of people
within or between social strata in a society. It is a
change in social status relative to one's current
social location within a given society.
TYPES OF SOCIAL CLASS
MOBILITY
 TYPES OF SOCIAL CLASS
MOBILITY
There are different patterns of social class
mobility.
 Horizontal Mobility
 Vertical Mobility
 Intragenerational Mobility
 Intergenerational Mobility
REFERENCES
 Book: Consumer Behavior By Hayden Noel
 https://en.wikipedia.org/wiki/Social_mobility
 Thank u Respected Students
 Best Of Luck for the learning Process