Influence of social and economic classes on consumer behavior
Consumer behaviour is influenced by environment in which one lives. A number of factors such as culture, social class, personal influences, family, religion and his situation affect the decision process. Amongst them social class has great impact on consumer behaviour.
Social class can be described as “divisions within society composed of individuals sharing similar values, interest and behaviour.”
Two-category social class scheme divides the society in two classes based on profession or level of income i.e.
Blue collar (workers) and white collar (office jobs) understand the buying behaviour of consumers, occupation of people is to be studied as people of same profession are expected to behave in a similar manner.
All chartered accountants, all lawyers, all architects behave similarly. However, they may not be having same outlook.
For example, the income of a lawyer varies between Rs.5000 per month to Rs.30 lakh per month. A doctor may earn Rs.100 per day to Rs.10000 per day. These income differences make big differences in their behaviour as a consumer.
Consumer behaviour is influenced by environment in which one lives. A number of factors such as culture, social class, personal influences, family, religion and his situation affect the decision process. Amongst them social class has great impact on consumer behaviour.
Social class can be described as “divisions within society composed of individuals sharing similar values, interest and behaviour.”
Two-category social class scheme divides the society in two classes based on profession or level of income i.e.
Blue collar (workers) and white collar (office jobs) understand the buying behaviour of consumers, occupation of people is to be studied as people of same profession are expected to behave in a similar manner.
All chartered accountants, all lawyers, all architects behave similarly. However, they may not be having same outlook.
For example, the income of a lawyer varies between Rs.5000 per month to Rs.30 lakh per month. A doctor may earn Rs.100 per day to Rs.10000 per day. These income differences make big differences in their behaviour as a consumer.