3. SOCIAL CLASS

3. SOCIAL CLASS

1. Every product is aimed for a group target. In the UK:

   • Registrar General, which previously had only five classes, now divided social class into eight areas.
   • Institute of Practitioners in Advertising divides it into six categories with different levels, which are classified by the letters A,B,C1,C2,D and E.
     • GIVES IMPORTANCE TO:
       • Age
       • Gender
       • Income
         • Income groups can be different because two people of different social classes may receive the same income, but will be put into different social classes because of his/her occupation.
           • For example: A middle manager and an electrician.
       • Religion
         • Businesses may divide markets by religious groups.
           • Example: Food producers will produce Kosher food for Jewish people.
       • Ethnic grouping
         • Markets can be segmented by country of origin or ethnic grouping
           • Example: Type of clothing sold only to African-Caribbean groups