Marketing Strategy and Competitive Positioning pdf ebook

Table 7.1 
UK socio-economic classification scheme
Class name
Description
Consumption characteristics
Upper-upper
Elite social class with inherited social
position
Expensive, irrelevant, but purchase decisions 
not meant to impress; conservative
Lower-upper
Nouveau riche; highly successful business 
and professional; position acquired
through wealth
Conspicuous consumption to demonstrate 
wealth, luxury cars, large estates, etc.
Upper-middle
Successful business and professional
Purchases directed at projecting successful
image
Lower-middle
White-collar workers, small business people
Concerned with social approval; purchase 
decisions conservative; home and family
orientated
Upper-lower
Blue-collar workers, technicians, skilled
workers
Satisfaction of family roles
Lower-lower
Unskilled labour, poorly educated,
poorly off
Attraction to cheap, ‘flashy’, low-quality
items; heavy exposure to TV
Table 7.2 
The Warner index of status characteristics

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CHAPTER 7 SEGMENTATION AND POSITIONING PRINCIPLES
reasons for purchase. Consider, for a moment, your peers – people you work with or know 
socially. The chances are they will be classified in the same social class as you. The chances 
are also that they will be attracted to different sorts of products motivated by different fac-
tors and make quite different brand choices.
Concern has been expressed among both marketing practitioners and academics that 
social class is becoming increasingly less useful as a segmentation variable. Lack of satisfac-
tion with social class in particular and other non-marketing-specific characteristics such as 
segmentation variables has led to the development of marketing-specific measures such as 
stage of customer life cycle, geodemographics (such as the ACORN classification system) 
and the development of lifestyle research.