Social Class and Consumer Behaviour
Definition:
Social class is a group of individuals in a society who share similar economic, social, and
cultural status, which influences their buying behaviour.
Importance in Consumer Behaviour:
● Determines lifestyle, preferences, and consumption patterns.
● Helps marketers segment the market effectively.
● Influences brand choice, product quality preference, and shopping habits.
Determinants of Social Class:
1. Income: Higher income often leads to premium purchases.
2. Occupation: Job type affects lifestyle and consumption.
3. Education: Higher education influences product knowledge and choice.
4. Wealth: Assets and inherited status influence buying power.
5. Lifestyle and Values: Cultural and social norms shape consumption habits.
Consumer Behaviour by Social Class:
● Upper Class: Luxury goods, status symbols, exclusive services.
● Middle Class: Quality products, value for money, aspirational brands.
● Lower Class: Price-sensitive, basic necessities, discount purchases.
Applications in Marketing:
● Developing products and services targeted to specific social classes.
● Positioning brands to appeal to the desired social group.
● Designing advertising messages reflecting the values of the target class.
Definition:
Social class is a group of individuals in a society who share similar economic, social, and
cultural status, which influences their buying behaviour.
Importance in Consumer Behaviour:
● Determines lifestyle, preferences, and consumption patterns.
● Helps marketers segment the market effectively.
● Influences brand choice, product quality preference, and shopping habits.
Determinants of Social Class:
1. Income: Higher income often leads to premium purchases.
2. Occupation: Job type affects lifestyle and consumption.
3. Education: Higher education influences product knowledge and choice.
4. Wealth: Assets and inherited status influence buying power.
5. Lifestyle and Values: Cultural and social norms shape consumption habits.
Consumer Behaviour by Social Class:
● Upper Class: Luxury goods, status symbols, exclusive services.
● Middle Class: Quality products, value for money, aspirational brands.
● Lower Class: Price-sensitive, basic necessities, discount purchases.
Applications in Marketing:
● Developing products and services targeted to specific social classes.
● Positioning brands to appeal to the desired social group.
● Designing advertising messages reflecting the values of the target class.
