social class plays an important role in marketing. Social class is a status hierarchy in which individuals and groups are classified on the basis of esteem and prestige acquired through economic success and accumulation of wealth. The social class in today's society is divided into lower class, working class, lower middle class, middle class, upper middle class and capitalist class. The classes are categorized based on income and wealth. The social class in Malaysia is somewhat similar to the one in the United States. There are still people in the lower class category. In Malaysia and everywhere in the world, social class identification has been translated to the product and services that we consume. Have you ever compare : Bungalows versus setinggan . Ferrari versus kancil, and a lot more examples that we can see surround us. Believe it or not the social class strastification had created a "gap" among rich and poor. Based on the above facts, compile a relevant material from various sources (preferable academic journal,books,business magazines and newspapers) and prepare a report on "social class stratification in Malaysia". Your paper should include (but not necessarily in the following order: - Introduction of social class
-Bases for social class stratification
-Malaysian scenario (A study on social class in Malaysia)
-The effects of social stratification on consumer selection of products/service
http://home.earthlink.net/~clevy/Social_Stratification__Chapter_8_.pdf Chapter 11 Social Class and Consumer Behavior Consumer Behavior, Eighth Edition SCHIFFMAN & KANUK http://en.wikipedia.org/wiki/Class_stratification
Social Class in consumer behavior is the division of members of a society into a hierarchy of distinct status classes, so that members of each class have either higher or lower status than members of other classes. Social Class and Social Status is frequently thought of as...