Details

Technical Note

Educator Copy

Note on the Socio Economic Classifation (SEC) of Urban Pakistan

Jawaid A Ghani


INDUSTRY :

AREA : Marketing

ORGANIZATION : Punjab Sport Programme

LENGTH : 17

LUMS No : 04-2355-2006-2

PUBLICATION YEAR : 2006

DESCRIPTION

KEYWORDS:

Socio-Economic Classification,SEC,Urban Pakistan,PAS,Pakistan Advertisers Society,Occupation,Household,Segments,Divide,European Society of Opinion and Marketing Research,ESOMAR


DESCRIPTION:

In 1999, the Pakistan Advertisers Society (PAS) sponsored a Socio-Economic Classification study to define socio-economic status definitions to segment the consumers in urban Pakistan. The resulting SEC scale, based on the education and occupation of the chief earner of the household, identified seven major socio-economic classes (segments) in urban Pakistan. The 1999 SEC study involved personal interviews in 116 cities across the country. A total of 20,114 households were contacted and two individuals were interviewed per household. The fieldwork was conducted during September to December 1998. Exhibits 1 and 2 contain further details on the methodology. This note describes the SEC scale and provides summary data describing the size and household profiles for each of these segments. The note also provides comparative information on SEC scales developed by European Society of Opinion and Marketing Research(ESOMAR)and Brazilian Association for Marketing Research(ABIPEME). 


LEARNING OBJECTIVES:


SUBJECTS COVERED:

Marketing