Class model according to Engel, Blackwell and Kollat

The Engel, Blackwell and Kollat class model is mainly used to explain consumer behavior . It belongs to the total models and tries to fully explain consumer behavior. The SOR paradigm serves as a theoretical basis. It uses a term of “class” that is similar to that of social “ class ”. However, this has practically nothing in common with the Marxian “class” term, since it comes from “ consumption ”, was developed for marketing and the aspect of access to “production” resources is completely left out.

Upper class

Upper upper class

This social class represents a social elite that comes from internationally known families and lives on inherited wealth. It is characterized by several households, international residences and training programs for the young at international, strictly restricted access elite schools . The main occupation consists in the administration of the extensive assets as well as international obligations. The social status of this class also allows its members to organize socially significant and nationally known festivals , balls or exhibitions. The interests within this group relate to self-fulfillment and aesthetics , a choice of partner that is advantageous for staying up in the league, as well as selected consumer goods, yachts , aircraft and real estate . They are the model of the lower social classes and are observed and imitated by them.

Lower upper class

Here you will mainly find people (social actors ) who have attained considerable material wealth through special professional achievements or even increased inheritance . They often come from the middle class or are “fallen super-rich” who have made mistakes in handling their wealth. This group also includes the so-called “ nouveau riche ” who have gained economic influence through marriage (“ hypergamy ”) or winning the lottery , and who stand out due to their eccentric consumer behavior. Well-known musicians and actors , successful athletes and writers can also be found here . The market interest is aimed primarily at expensive cars , beautiful boats , real estate , jewelry and very individual trips or study trips .

In this layer, the goal is widespread to be accepted into the upper upper class. In this context, there is an increased interest in charitable projects, for which the members of the lower upper class are happy to take over the patronage or donate.

Middle class

upper middle class

This is the career layer . People of this social status are listed as professionals realized, are teachers or entrepreneurs with their own business , or are by saving over generations of time to real estate ownership passes. The winners of bulls are also often found in this layer . Education is very important for this shift. Certain status symbols of the upper class belong to the self-image in the external appearance. Regular vacations are a matter of course. Senior employees or civil servants in better positions manage to exert limited influence in politics and economics in this social class. Avoiding social decline is particularly important for this group.

Lower middle class

In this social class, hard work is particularly highly regarded, less self-realization on an artistic or entrepreneurial level. The members of this class live in “good middle-class conditions”, own a residential property they use and adhere strictly to social norms and guidelines. Orderly housekeeping is particularly important, less exploring foreign countries and customs or supporting social projects. The furniture is regularly purchased, but the repairs to the house are carried out if possible. There is a strong awareness of costs when it comes to purchases, and “opportunities” are very important. There is great interest in package tours and new vehicles are often bought. In this social class there is also a certain brand awareness , security is an important purchase argument. A rise to the lower upper class is often sought, but remains the exception due to a typical lack of willingness to take risks .

Subclass

Upper subclass

Here you will mainly find simple employees and skilled workers , e.g. Sometimes also pseudo-self-employed entrepreneurs without employees, “ labor aristocrats ” (ie older foremen, industrial foremen, etc.), as well as artists of no national significance.

The housing conditions are modest, either for rent or in very simple homes , most of which are inherited. The members of this class often live in social housing . Their buying habits are habitually the same; cultural or social events are seldom noticed. The education of the members of this social class is simple to medium, the wife often has no professional position of her own. Half-day jobs in the shop or simple office work improve the household budget, and vacation is sometimes foregone. This group of social society forms the most important market for used cars , last-minute trips or special offers in the furniture trade . Branded goods are not of great importance. Frequently, in mail order catalogs on installment purchases or TV shows bought by telephone.

The efforts to rise to a higher social class are less pronounced than the avoidance strategy of a total loss of security .

Lower subclass

The members of the lower sub-class mainly include people without their own income , unskilled workers, members of the second labor market, job seekers and social welfare recipients , as well as foreigners without professional qualifications . Low school education or psychological or health problems limit professional activity. Pensioners without adequate care, who need additional state support and “unemployed artists” or members of the homeless scene determine the social image of this group. Often the values and norms that come from the middle class are frowned upon. Alcohol and drug abuse often shape the everyday lives of these people. Product quality is not decisive for a purchase decision , impulse purchases and irregular supply are the rule.

literature

James F. Engel, Roger D. Blackwell, David T. Kollat: Consumer Behavior. The Dryden Press, Holt-Verlag Rinehart and Winston, USA 1978, ISBN 0-03-089673-8 . (converted / adapted to European conditions)
Heribert Meffert, Christoph Burmann, Manfred Kirchgeorg: Marketing: Basics of market-oriented corporate management; Concepts - instruments - practical examples. 10th edition. Gabler, Wiesbaden 2008, ISBN 978-3-409-69018-8 .