The concept of social class is used to place individuals or families in a social category. Influence of social and economic classes on consumer behaviour. In canada, individuals can go up or down the social class hierarchy. The division of members of a society into a hierarchy of distinct status classes, so that members of each class have either higher or lower status than members of other classes. Consumer behavior social class and reference group notes. According to belch and belch, whenever need arises. Consumer behavior indicates how consumer decisions are made, how the goods or services are used. It is often hierarchical and a natural from of segmentation. A theoretical approach to the influence of social class on. The upper class, for example, has more disposable income and can thus spend. Furthermore, whereas social class shapes consumers. Consumer behavior could hardly be understood without considering social class.
Rani 2014, identifies cultural, social, personal and psychological factors as the four major influences on consumer s buying behaviour, adding that these factors cause consumers to develop product and brand preferences. Social class the division of members of a society into a hierarchy of distinct status classes, so that members of each class have either higher or lower status than members of other classes. Social class and consumer behavior social class can be considered as a continuum that is a series of social positions in which each member masyarakatdapat placed, the researchers divided the continuum into a small number of specific social classes or strata. Selected consumer behavior applications of social classbr 27. Consumer behaviour is an effort to study and understand the buying tendencies of consumers for their end use. Social media platforms seem to be increasingly and effectively bringing brand. This study examined the impact of social media platforms and brand awareness in relation to the consumer decisionmaking and buying behavior patterns influenced by social media. We use their framework to reexamine several core assumptions in marketing and consumer behavior, assumptions that may fit middle class consumers better than they do working class. For example, a very close relation between store choice and social class membership has been found, indicating that it is wrong to assume that all consumers want to shop at glamorous, highstatus stores. Abstract nowadays, consumer behaviouris influenced not only by consumer personalities and motivations, but also by the relationships within families. A consumer from the lower class will be more focused on price. The roles of culture, subculture, and social class in consumer behavior 1215 words 5 pages.
University of illinois at urbanachampaign, department of business administration, college of business, 350 wohlers hall, 1206 south sixth street, champaign, il. Social class is more difficult to measure than income many purchase behaviours are related more to income than social class consumers often use expected social class for their consumption patterns dual incomes have changed consumption patterns individual dimensions of social class are sometimes better predictors of consumer behaviour. Consumer behavior i about the tutorial consumer behavior is about the approach of how people buy and the use merchandise and services. People in the same social class tend to have similar attitudes, live in similar neighborhoods, dress alike, and shop at the same type of stores. Refers to the rank of individuals or groups in societies or cultures. This research can then be used when developing marketing strategies for a product or service. Social class and consumer behavior amity business school. Social class and consumer behavior linkedin slideshare. Fisher, saint louis university the author gratefully acknowledges the financial support provided by saint louis universitys beaumont faculty development fund. The basic conceptual framework figure 1 visualizes the impact of an individuals income and social class on consumer s. Instead, people realistically match their values and. Consumer behavior is influenced by several factors and social class is also one of these factors. This article investigates social class, income and gender effects on the importance of utilitarian and subjective evaluative decision criteria over a variety of products considered more and less socially significant. In addition, the consumer buying behavior may also change according to social class.
Consumer behavior and social class 627 words bartleby. Advances in consumer research volume 14, 1987 pages 492496. Firms and organizations rely on consumer behaviour knowledge to forecast consumer needs and desires. Understanding consumer behavior will assist business entities to be more practical at selling, designing, development of products or services, and every other different initiative that impacts their customers. Box 2222 zarqa 2 jordan, faculty of economics and administrative sciences, zarqa university, jordan. Zinkhan g, arnould e 2002 the economic and social structures consumers 1st ed new york, mcgrawhill publication pg 179194. Many sub cultural barriers are decreasing because of mass c ommunication, mass transit, and a. Consumption patterns and choices vary by socioeconomic status, as well as geography, gender, and other characteristics. Consumer behavior can be defined as the study of how consumers make decisions on what they buy, want, need, or act in regards to a product or service. Perhaps the most obvious effect is the level of disposable income of each social class. Consumer behavior social class linkedin slideshare.
Discussions of the predictive validity of social class for consumer segmentation date back several decades. We need people around to talk to and discuss various issues to reach to better solutions and ideas. In a social class, people try to make the same kind of purchases as are expected by their peers. Kaunk l 2007 social class and consumer behavior consumer behavior ninth ed new york, prentice hall, pg 356382. The decision process is affected by a number of factors such as culture, social class, personal influences, family, religion, region he lives in, and his situation. The influence of cultural factors on consumer buying. Social class usually is defined by the amount of status that members of a specific class possess in relation to members of other classes. Consumer behavior when developing and planning to advertise a new or existing product, an important step for the company or firm is to access the consumer behavior of their target market. The measurement of social class is concerned with classifying individuals into social. It is not a new concept, as social class has existed for a long time, but the application of social class theory to consumer behaviour is relatively new. Social influences on the consumer decision process. Abdel fattah mahmoud alazzam assistant professor, head department of marketing, zarqa university, jordan address. Social class membership often serves as a frame of reference for the development of consumer attitudes and behaviour.
Caste, gender and age are not relevant to the present discussion but social class is our main subject lawson, todd, 2002. Upper upper class upperuppers are the social elite who live. The social factors are the factors that are prevalent in the society where a consumer live in. Social class and consumer behavior socioeconomic status. The society is composed of several individuals that have different preferences and behaviors.
There is a major difference in the consumer behavior of different social classes. The importance of social class on consumer behavior 722. What is a social class in consumer behaviour tutorial 14. Consumer behavior social class and reference groups are there other ways that we can group consumers to understand and predict their behaviors. Consumer behavior includes a series of mental and physical processes that continues through before and after purchase. Marketeers try to target their products on classbased market segments. It also depicts how companies can effectively make use of social media platforms as marketing strategy tools in business performances. Consumer behaviour is influenced by environment in which one lives. Variations in attitude, motivation and value orientations associated with differences in occupational opportunities and demands, childhood socialization patterns and educational. Consumer behaviour social class flashcards quizlet.
Consumer behaviour jane priest is a teaching fellow at edinburgh business school and teaches parts of the oncampus marketing course, as well as the consumer behaviour elective by distance learning. Social class and consumer behavior social stratification. Social class and consumer behaviour management innovations. Upper upper class upperuppers are the social elite who live on inherited wealth and have wellknown families. Social factors influencing consumer behavior definition. The consumer decision making process is complex and important in determining purchase behavior.
Social class inequality within the sociology literature is assessed through stratification and has historically concentrated on castes, class, status, gender and perhaps age. In a laymans language consumer behaviour deals with the buying behaviour of individuals. Free knowledge, concepts and ideas about marketing management and marketing strategy. Social class influences on purchase evaluation criteria. Research into social class enables marketers to build social class profiles, which then provides a general illustration of the values, attitudes and behaviour that separate the members of those social classes bednall et al. Shopping behavior and social classes marketing strategy. Comparing working class and middle class consumers, carey and markus 2016, this issue highlight the ways that social class determines consumer behavior through a set of mutually supportive culture cycles. Family, reference groups and social classes are all social influences on consumer behavior.
Our position in the social hierarchy has a powerful influence on almost everything in our daily liveswhere we live, what we wear, where we travel, dine and shop, what we drive, and what media we consume. Consumer behavior is influenced by several factors. Many researches and marketers study in this field to identify how consumer makes purchasing decision. The purpose of this study is explaning how social class affects consumer behavior. Some analysts use social class as an aggregate of several measures that can describe a person or a household. It attempts to provide an understanding of the theoretical framework used for.
What are social factors influencing consumer behavior. Its hard to advertise or group customers based only on ses, as people splurge on one item and are frugal on many others or acc. These varied behaviors influence the personal preferences of the other set of individuals as they tend to perform those activities which are acceptable to the society. Some studies have also suggested that the social perception of a brand or a retailer is playing a role in the behavior and purchasing decisions of consumers. If you continue browsing the site, you agree to the use of cookies on this website. Consumer behavior page173 social class and its attendant components such as education, occupation, and income have been useful for decades in gauging the kind of information and meanings that are relevant to people in different social classes. Such moves can significantly affect their consumption behavior. Family is a social group and it can be considered the cornerstone of consumers so. She is a key member of a team exploring how technology can be. The impact of social factors affecting consumer behaviour. Social class can have a profound effect on consumer spending habits. Pdf a theoretical approach to the influence of social. Evaluating effect of social factors affecting consumer behavior in purchasing home furnishing products in jordan dr. Mba class of 2014, semester ii consumer behavior ms.
The main catalyst which triggers the buying decision of an individual is need for a particular productservice. Consumers purchase products and services as and when need arises. Studying consumer behavior includes the study of what, how, and why people are buying khajeh nasiri, 87. Social factors play an essential role in influencing the buying decisions of consumers. The main social factors that influence consumer buying behaviour are the social. Subculture and social class in consumer behavior introduction the depth and variety of global expansion strategies today is accelerating rapidly as companies historically who have been highly effective in marketing, selling and service look to new nations to continue growing sales and profits. The influence of cultural factors on consumer buying behaviour and an application in turkey. Culture and subcultureculture refers to the set of values, ideas, and attitudes that are accepted by a homogenous group of people and transmitted to the next generation. Social media, consumer behavior, and service marketing.
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