1. Social Stratification Pertemuan 22 Matakuliah: J0384 – Perilaku Konsumen Tahun: Ganjil 2007/2008

2. Bina Nusantara HOW SOCIAL STANDING IS DERIVED AND HOW IT INFLUENCES BEHAVIOR Socio-Economic Factors Occupation EducationOwnership Income Social Standing Upper class Middle class Working Class Lower Class Unoque Behaviors Preferences Purchases Consumption Communication

3. Bina Nusantara CONCEPT OF SOCIAL CLASS Bounded Ordered Mutually Exclusive Axhaustive Influential

4. Bina Nusantara Bounded  means there must be clear breaks between each social class that separate one class frooom onother Mutually exclusive  means that an individual can belong to only one social class

5. Bina Nusantara Exhaustive  every member of social system must fit in to some class Influential  must be behavioural variation between tha class

6. Bina Nusantara SOCIAL CLASS STRUCTURE Functional Approach Reptational Approach

7. Bina Nusantara SOCIAL STRATIFICATION Upper Class Middle Class – Upward – pull strategy targeted at the middle class Lower or working class

8. Bina Nusantara MEASUREMENT OF SOCIAL CLASS A Single dimension : a single items index A Combination of several dimensions : a multi itemn index

9. Bina Nusantara A Single item index : – Indicators : education, occupation and income Multi item index – Holingshead index of social positions – Warner index of status charasteristic