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family life cycle 
(FLC). This is a summary of 
demographic variables. 

It combines the effects of age, marital status, career status (income) and the presence or absence 
of children. 

It is able to identify the various stages through which households progress. It is clear that 
particular products and services can be marketed to people at specific stages of the life cycle. 
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PART A: THE BUSINESS ORGANISATION, ITS STAKEHOLDERS AND THE EXTERNAL ENVIRONMENT 
 
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7.4 Social structures and class 
Social class: 
Society can be divided into broad groups, whose members share common features, such 
as 
occupation, income level 
and
 education background
. These groups are known as social classes. 
In sociological terms, a class is more than a group of people with various things in common, however. 
Classes fit into a social structure, in which some classes have advantage over others. 

Access to power

Inherited 
wealth 

Educational 
attainment 

Status 
or 
esteem 

Income 
It is possible to infer shared values, attitudes and behaviour within a social class as distinct from those 
of a higher or lower class: some research has been able to relate consumption behaviour to class 
standing. (This makes social class an attractive proposition for market segmentation.) 
7.5 Socio-economic position, income and wealth 
While there are some real differences between the groups, 'social class' for marketing or planning 
purposes should be used with caution. Sometimes people's lifestyles are a reflection of their economic 
condition in society, not the 
reason for their position
. 
7.6 Socio-economic status