Matakuliah : J0384 – Perilaku Konsumen
Tahun
: Ganjil 2007/2008
Social Stratification
Pertemuan 22
HOW SOCIAL STANDING IS DERIVED
AND HOW IT INFLUENCES BEHAVIOR
Socio-Economic
Factors
Occupation
EducationOwnership
Income
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Social Standing
Unoque Behaviors
Upper class
Middle class
Working Class
Lower Class
Preferences
Purchases
Consumption
Communication
CONCEPT OF SOCIAL CLASS
•
•
•
•
•
Bounded
Ordered
Mutually Exclusive
Axhaustive
Influential
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• 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
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• Exhaustive  every member of social system must
fit in to some class
• Influential  must be behavioural variation between
tha class
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SOCIAL CLASS STRUCTURE
• Functional Approach
• Reptational Approach
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SOCIAL STRATIFICATION
• Upper Class
• Middle Class
– Upward – pull strategy targeted at the middle class
• Lower or working class
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MEASUREMENT OF SOCIAL CLASS
• A Single dimension : a single items index
• A Combination of several dimensions : a multi itemn
index
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• A Single item index :
– Indicators : education, occupation and income
• Multi item index
– Holingshead index of social positions
– Warner index of status charasteristic
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