The class model after angel, Blackwell and Kollat serves mainly for the explanation of the consumer behavior. It uses the term of the social "“layer"” similar a term of "“Class"”. This has with marxschen "“classes"” - term however practically nothing in common, there it of the "“consumption"” comes ago and the aspect of the entrance too "“production"” - means is completely left blank.

1. Upper upper class

This social class represents a social elite, which comes out internationally well-known families and lives from left fortune. Are characteristic several households, international domiciles and training programmes for the new generation on international, strictly entrance-limited elite schools. The main occupation exists in the administration of the extensive fortune, as well as international obligations. The social state of this class permits to its members also the adjustment of socially meaning and supraregional well-known celebrations, balls or exhibitions. The interests within this group refer to self implementation and aesthetics, a partner choice favourable for the class receipt as well as erlesene consumer goods, yachts, airplanes and real estates. They are the model of the lower social classes and by these are observed and imitated.

2. Lower upper class

Here above all humans (social participants) are, who by special vocational achievements or even increased arrived at considerable material wealth. Often they come of to the middle class or are "“pleased superrealms"”, errors are suffused to which in handling their fortune. To this group belong also to so-called "“new realms"”, which by marriage ("“Hypergamie"”) or Lotteriegewinn arrived at economic influence, and which are noticeable by an eccentric consumer behaviour. Here are also well-known musicians and actor, successful sportsmen or writers. The interest of market aims particularly at expensive cars, beautiful boats, real estates, decoration and very individual journeys or study stays. In this layer the goal is common to the upper upper class to be taken up. In this connection an intensified interest in non-profit projects is to be determined, for which the members of the lower upper class take over and/or donate gladly the patronage.

3. Upper middle class

This is the career layer. Humans of this social back-up carried out themselves as self-employed persons, are instruction or entrepreneurs with medium-size companies or them by saving over generations away at real estate possession arrived. Also the winners of the stock exchange boom or the reunification are frequent in this layer. Education is very important for this layer. Certain status symbols of the Oberschicht belong in the outside occurrence to the self understanding. Regular vacation is natural. Higher employee or official in better positions succeeds in taking in this social layer limited influence in politics and economics. The avoidance of a social descent is particularly important for this group.

4. Lower middle class

In this social layer diligence is particularly highly outstandingly, less the self implementation on artistic or business level. The members of this layer live in "“good-civil conditions"”, possess a used living real estate and adhere strict to social standards and defaults. The arranged housekeeping is particularly importantly, less the investigation of strange countries and customs or supporting social projects. Furniture is regularly again acquired, the repairs at the house however if possible are accomplished. There is a pronounced cost consciousness with purchases, "“opportunities"” has a high value. The interest in package tours is large, it frequently new vehicles is bought. In this social layer also a certain mark consciousness prevails forwards, to security is an important purchase argument. An ascent into the lower Oberschicht is aimed at frequently, remains however from a typical lack of prepared to take risks shank rather the exception.

5. Upper subclass

Here above all simple employees and skilled worker, partially also illusoryindependent entrepreneurs without coworker, "“Arbeiteraristokraten"” (d.s. older foremen, Industriemeister are, as well as to artists without supraregional meaning.

The housing conditions are modest, either to the rent or in very simple homes of one's own, which are predominantly inherited. Frequently the members of this layer inhabit dwellings of the social housing construction. Their purchase habits are habitually directly, rarely cultural or social events are noticed. The education of the members of this social layer is not simply frequent to means, has the wife an own vocational position. Part-time occupations in the shop or simple office activities improve the family budget up, on vacation are already times done without. This group of the social society forms the most important market for used cars, load minute journeys or special offers in the furniture trade. Branded articles are not of high importance. Frequently in mail-order catalogs on partial payment one orders or one buys by telephone in Fernsehshows. The efforts to the ascent into a higher social layer are less strongly pronounced than the avoidance strategy of a total loss at security.

6. Lower lower layer

Among the members of the lower lower layer above all humans without own income, unskilled workers, member of the second job market, job seeker and person on social security, as well as foreigner without vocational qualification rank. Small education or psychological and/or health problems limits the vocational manipulation. Pensioner without sufficient supply, which need additional national support and "“breadless artists"” and/or member of the homeless person scene determine the social picture of this group. Often the middle class coming of values and standards are Frequently alcohol and drug abuse coin/shape the everyday life of these humans. Product quality is not crucially for a purchase decision, impulse buyings and an irregular supply is the rule.

Source, changed over to European conditions: James F. angel, Roger D. Blackwell, David T. Kollat: Consumer Behavior, The Dryden press, getting publishing house Rinehart and Winston, U.S.A, 1978)

Related links

• The layer model of Dahrendorf (see Ralf Dahrendorf)
• The layer model of Bolte
• The layer model of Geissler

Articles in category "Class model after angel, Blackwell and Kollat"

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