DECISION MAKER PROFILES DEFINITIONS
The purpose of the data given in this section is to identify the exact decision maker (i.e. the DMU or Decision Making Unit) in the purchase decision for Products. This data is vital for all advertising and promotional activities.
This section gives the data at two levels of commercial activity, being firstly, data sets for the Buyer and secondly, data sets for the End User. The data therefore provides information on the targeting of the Decision Makers at the two major market levels.
The data matrix is in the form of an Age & Social Profile of the respondent.
The data on Immediate Buyers, (or Trade Buyers), and the End Users, is formatted in the following matrix. The Field Names of the matrix cells are shown as "<___"below. <BUYERPROFILE = End User Profile or Immediate Buyer <SECTION = Product, Country, Competitor, Commercial Operation, et al.
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The data is given as series matrix of Age Group and Social Group: |
Age Group <= 19 years |
Age Group: 20 - 24 years |
Age Group: 25 - 34 years |
Age Group: 35 - 44 years |
Age Group: 45 - 54 years |
Age Group: 55 - 64 years |
Age Group: 65+ years |
Social Group: AB |
Social Group: C1 |
Social Group: C2 |
Social Group: DE |
SOCIAL CLASS |
DEFINITION |
OCCUPATION |
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NON-MANUAL |
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A |
Upper Middle Class |
Higher managerial, administrative or professional |
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B |
Middle Class |
Intermediate managerial, administrative or professional |
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C1 |
Lower Middle Class |
Supervisor or clerical and junior managerial, administrative or professional |
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MANUAL |
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C2 |
Skilled Working Class |
Skilled manual workers |
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D |
Working Class |
Semi- and unskilled manual workers |
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E |
Those at the lowest levels of subsistence |
State pensioners, etc., with no other earner |
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"A" SOCIAL CLASS |
EXAMPLES: |
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Fully qualified people working in Law, Church, Medicine |
Doctors, Surgeons, Physicians, Dentists, Solicitors, Barristers, Fully Ordained Clergy |
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Chartered people |
Architect, chartered accountant, chartered surveyor, etc |
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Fully qualified people in other spheres who have a great deal of responsibility |
Head Master/Head Mistress of large school University Professor/Head of Department in University. Editor-in-Chief of large Publication. Senior Civil Servants (Principal & above) Senior Local Government Officials (e.g. Town Clerk, Treasurer, County Planning Officer) |
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Higher Managerial or Senior Executive (usually with other executives under them) |
Proprietor of large business; managing director/company director of large company; Manager of large factory / store / bank. Senior executives in large organizations. Senior Industrial Scientist/Chemist/Physicist/Engineer (at Senior Executive level) with the highest professional qualifications. Stockbroker and jobber. Member of Parliament. Proprietor of a large farm. |
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High ranking grades of the services |
Police Superintendent, Chief Constable Lieut. Col. and above (Army) Wing Commander and above (Air Force) Commander and above (Navy) |
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Retired people |
People living in comfort on investments or private income. Retired people where the head of the household before retirement would have been "A" grade. |
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"B" SOCIAL CLASS |
EXAMPLES: |
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People with very responsible jobs |
Headmaster / Headmistress of smaller school; Senior Master / Mistress, Head of a Department in a school; Senior University/Technical College lecturer. Editor; Senior qualified Librarian; Matron of hospital. Civil servants (Higher Executive Officer and above). Local Government Officials who are head of department/local office et cetera. Captain/pilot of large aircraft (civil aviation). Professional farmer (not working manually). |
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Middle grades in managerial and executive positions |
Proprietor of medium-sized business; Managing Director / Company Director of medium-sized company; Manager of small branch office of bank/insurance company; proprietor of large shop/store (with clerical and manual workers) Senior executives in medium - sized organizations. Middle-grade executives in large organizations. Industrial Scientist / Engineer (fully qualified) in an executive position. |
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Upper grades of the Services |
Police Inspector/Detective Inspector Captain, Major (Army) Flight Lieut. (Air Force) Lieut. Commander (Navy) |
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Retired People |
People with private incomes living a rather less luxurious way than "A" grade, and retired people where the head of the household before retirement would have been "B" grade. |
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"C1" SOCIAL CLASS |
EXAMPLES: |
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All others doing non-manual jobs. |
Fully qualified people, and those working as assistants to 'AB' Teacher (without special responsibilities); Junior University / Technical College lecturer. Journalist. Junior Librarian. Civil Servant (Executives and all other clerical grades). Architectural assistant/technician. Nurse, Nursing sister, midwife, radiographer, Physiotherapist. Social worker. Pharmacist, Dispenser, chiropodist, optician, osteopath (unless he has full medical qualifications). Photographer. Pilots of small aircraft, navigators (Civil aviation). River pilots. Airline Steward/Stewardess. |
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Junior Managerial and executive positions |
Proprietor / Manager of small business; Company Director of small company; Manager of small shop (who does mainly clerical / administrative work); Sales Manager (who does not have others under him); Manufacturers agents / Company representatives / Travelling salesmen (who do not carry goods); Insurance inspector; debt collector; Industrial Scientist/Engineer (doing non-manual work); Catering trade proprietor |
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Supervisory Grades |
Bus inspector, foreman (doing non-manual work). |
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Artists (unless at the top of their profession) |
Musician, actor, painter, ballet dancer, professional sportsman, et cetera. |
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Clerical positions |
Clerk, typist, book-keeper, accountant (not chartered), keyboard operator, secretary, telephonist (PTT and others), receptionist, draughtsman, laboratory and other technicians (non-manual), computer operators/programmers. |
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Middle grades of the services |
Police Sergeant Lieut. 2nd Lieut. (Army) Flying Officer, Pilot Officer (Air Force) Sub-Lieut. (Navy) |
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Retired people |
Retired people who, before retirement, would have been in "C1" grade and have pensions other than state pensions or have private means. |
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"C2" SOCIAL CLASS |
EXAMPLES: |
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Skilled manual workers/ craftsmen, who have served an apprenticeship or had more than one years training |
Bricklayer, carpenter, plasterer, glazier, plumber, painter (decorator), joiner, cabinet maker, blacksmith, coppersmith, plater, riveter, shipbuilder, fitter, grinder, millwright, setter, toolmaker, turner, vehicle builder, welder, electrical fitter, electrician, signalman, linesman, furnace men, moulder, smelter, electronics engineer, dental mechanic, skilled underground workers (miners), florist, finisher (paper and board manufacture), compositor, linotype operator, typesetter, electrotyper, process engraver. |
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Manual workers with special qualifications |
Long-distance lorry driver; guard on long-distance trains, engine driver, bus driver, coach driver, ambulance driver, taxi driver. Security officer. Farmer (sole). |
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Manual workers (skilled or unskilled) with supervisory responsibilities |
Foreman, charge hand, overlooker, overseer, stevedore, et cetera (whose work is mainly manual). Senior shop assistant ("1st sales") Manager/Owner of shop (whose work is mainly manual). Higher grade postman. |
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Lower grades of the Services |
Police constable/Detective constable Fireman, leading fireman Sergeants and non-commissioned officers (all services). |
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Retired people |
Retired people who, before retirement, would have been in "C2" grade and have pensions other than state pensions or have private means. |
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"D" SOCIAL CLASS |
EXAMPLES: |
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Semi-skilled and unskilled manual workers |
Labourers
and mates of occupations listed in "C2" grade. People serving apprenticeship
or being trained for skilled manual work. |
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Lowest grades of armed Services |
Private or equivalent (Army) Aircraftsman (Air Force) Ordinary seaman (Navy) |
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Retired people |
Retired people who before retirement would have been in "D" grade and have pensions other than state pensions, or have other private means. |
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"E" SOCIAL CLASS |
EXAMPLES: |
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Those at lowest levels of subsistence |
Broadly, Grade "E" consists of those whose needs the social security schemes are specially intended to cover. It consists of pensioners, widows, and families, casual or lowest grades of workers, and those who through periods of sickness or lack of opportunity, or unemployment, are unable to take their place in the higher grades, where there is no other wage earner of higher grade. |
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