Social Class.

Social class is a very much talked about and controversial topic within our society. But how do we define "social class?" Soloman states that social class consists of "a complex set of variables, which includes income, family background and occupation". But is it really that simple? Firstly, it has be acknowledged that what people classify as a certain social class can vary according to country and personal beliefs and values instilled in a person.

Look at this interesting video we viewed in class which features John Cleese, Ronnie Barker and Ronnie Corbett. --

despite it being a satorical view on Social demographics, I believe it is a very accurate view on how people from different background are often percieved by one an

todays' socio-economical classes are as follows:-

- A= Upper middle class
- B= Middle class

- C1= Lower Middle class

-C2=Skilled working class

-D= Working clas

- E= Lower class

The way we define social class often comes under scrutiny for a number of reasons one of the main ones being that in the typical family household, it is usually the "breadwinners" or "head of the houses'" income that is counted, rather then taking in ALL sources of income within the family home (i.e any money children might earn, etc). Also, it is often argued that the class that a person may appear to be in, does not have to be one they automatically belong too. This all relates to where the person in question may live, or the occupation of the person. Which brings me onto another important question: what defines Social class? Income? Behaviour? Educational background? family background? One way to look at it is by using this lady as a prime example:

Ah, the nations sweetheart (?) we all know and love Miss Katie Price. Price is hardly known for her Degree in political science, yet she boasts an estimated net worth of £40 million- surely this is proof that it must be income alone that defines the social class you belong to (as well as the old saying "money can't buy you class!) It is very apparent that marketers target their consumer with certain products according to the social background they are from. Usually this is purchases that can be somewhat low cost, but at the same time can easily symbolise what class you belong to. One notable example could be cosmetics for women. example:

This is a foundation by high fashion retailer Christian Dior. It is valued at £27.00,and can be found at upmarket retailers such as House of Fraser and John Lewis. Although £27.00 is not a large figure, it can be deemed quite a dear price for a little old foundation!...

Meanwhile.....

Here, we have a foundation by cheap and cheerful cosmetics brand, Collection 2000. Valued at at £3.29, and can be found in high street health and beauty retailers such as Boots and Superdrug!

It's important to note that both these products more or less do the same job, therefore backing up the theory that which one you pull out of your handbag, can be an indicator of personal income and social status!

Social status and income can also have an effect on more higher priced materials such as cars and homes, because those who are spending the highest prices on these goods, are automatically going to be identified as the more superior class of all! So, yes it is safe to say that marketers know the right target market, along with the consumers buying patterns and the social class they are most likely to belong to. However, they don't always get this right. Remember how Burberry went from this...

...to this...

Oh dear....

Hopefully this pretty much sums up what social class is, how it is percieved to those in modern society and how marketers target the typical consumer according to social demographics!

XOXO