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

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