CLASSES SOCIAIS: UMA DISCUSSÃO SOBRE OS CONCEITOS NA SOCIOLOGIA E ANTROPOLOGIA E SUA INCORPORAÇÃO AO MARKETING

Cecilia Lima de Queirós Mattoso
DOI: https://doi.org/10.5329/RECADM.20060502010

Abstract

There are a wide use of concepts and schems to classify social classes in marketing studies. The adoption of the present theme may be enhanced using a better understanding of its elements and definitions, within the sociology and anthropology themselves. The present study recollects the most respected authors, both classical and contemporary, of sociology and anthropology, specially the use of such concepts by marketing. This work is structured as follows: An introduction of the importance of the theme and the purpose of this work. A study of how these concepts were adopted in sociology and anthropology. Within this line, we discuss how such concepts were adopted by the marketing sector, highlighting (2.1) the chronology of social classes studies in the consumer behavior area. Finally, we show more recent uses and make suggestions for future researches.

Keywords

Social classes; classification schemes; segmentation and lifestyle

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