Social Status (Upper Class, Middle class and Lower Class)

The position of an individual within his family, his work, his country club, his group of friends, etc. can be defined in terms of role and social status.

Some forms of stratification of the society have existed in all periods of human history.

A social role is a set of attitudes and activities that an individual is supposed to have and do according to his profession and his position at work, his position in the family, his gender, etc.. – and expectations of the people around him.

For example, a consumer may buy a Ferrari or a Porsche for the quality of the car but also for the external signs of social success that this kind of cars represents. Moreover, it is likely that a CEO driving a small car like a Ford Fiesta or a Volkswagen Golf would be taken less seriously by its customers and business partners than if he is driving a german luxury car.

Social class is an open group of individuals who have similar social rank. Criteria of dividing the society into classes can be: occupation, education, income, wealth, race, ethnic groups and possessions.

To some degree, consumers in the same social class exhibit similar purchasing behavior. In many countries, people are expected to marry within their own social class. When asked, people tend to say they are middle class, which is not always correct.

We often assume three general categories among social classes : lower class, middle class and upper class.

For example in the US the stratification of the society is like:

· Upper Americans-upper-upper class, .3%, inherited wealth, aristocratic names.

· Lower-upper class, 1.2%, newer social elite, from current professionals and corporate elite

· Upper-middle class, 12.5%, college graduates, managers and professionals

· Middle Americans-middle class, 32%, average pay white collar workers and blue collar friends

· Working class, 38%, average pay blue collar workers

· Lower Americans-lower class, 9%, working, not on welfare

· Lower-lower class, 7%, on welfare

People from upper class generally have a tendency to spend on luxurious items such as expensive gadgets, cars, dresses etc. You would hardly find an individual from a lower class spending money on high-end products. A person who finds it difficult to make ends meet would rather prefer spending on items necessary for survival. Individuals from middle class segment generally are more interested in buying products which would make their future secure.

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