One way to address the implications of social class for marketing is to consider the usefulness of social class as a basis for segmentation martineau, 1958. The impact of social factors affecting consumer behaviour. Social class is measured in terms of status a person belonging to a particular class is. Some scholars in the 1960s and 1970s argued that income. Lower americanslower class, 9%, working, not on welfare lowerlower class, 7%, on welfare social class determines to some extent, the types, quality, quantity of products that a person buys or uses. It is a free service that allows them to connect with their loved ones for free. This paper examines the theoretical basis for asserting a close connection between social class structure and consumer behavior. It attempts to provide an understanding of the theoretical framework used for. Kaunk l 2007 social class and consumer behavior consumer behavior ninth ed new york, prentice hall, pg 356382.
Abstract the use of social stratification in consumer research has been criticized for naive conceptualization. Consumer behavoir is how individual or groups selects, secure and use products, services and experiences to satisfy a need. Social media, consumer behavior, and service marketing. Jun 16, 2014 social class usually comes with a set figure of income. What is a social class in consumer behaviour tutorial 22. In a social class, people try to make the same kind of purchases as are expected by their peers. How is it important to understand social class in consumer behaviour study.
Foreign brands have gained wide consumer acceptance in india, they include items such as. A study on changing buying behaviour of indian customers. Amongst them social class has great impact on consumer behaviour but what is a social class has been described. Lower class people tend to stay close to home when shopping, do not engage in much prepurchase information gathering. Upper upper class upperuppers are the social elite who. A study on changing buying behaviour of indian customers 3 trends. Consumer behavior and social class 627 words bartleby. Social media has impact on the observational learning, according to which, consumers observe others behavior, and learn indirectly from others experiences. Social class inequality within the sociology literature is assessed through stratification and has historically concentrated on castes, class, status, gender and perhaps age. Max webers seminal contribution to stratification theory provides the basis for this examination. Social media platforms seem to be increasingly and effectively bringing brand. Helal alsubagh abstract the internet is part of the daytoday life of the vast majority of the world population, and within this. Typically, income is a key driver of this, though lifestyles, status and other factors come into play in some cultures.
Social class and consumer behaviour management innovations. The impact of cultural factors on the consumer buying. Consumer buying behavior eventually refers to the buying behavior of an individual. Psychological factors influencing consumer behaviour instructor janne peltoniemi pages 46 supervisor birgitta niemi learning, and attitude and behaviour change. Consumer behavior is influenced by several factors and social class is also one of these factors. However, almost all employ a micro approach, focusing either on a specific type of social.
These varied behaviors influence the personal preferences of the other set of individuals as they. People rank others into higher and lower social positions of. Affects individuals access to can move up resources or down the social class hierarchy affects universal frame of tastes and pecking reference for lifestyles order consumer. Social influence and consumer behavior spring 20 curator. The fact that there are behavioural signals of social class also opens up the potential for others to hold prejudiced attitudes and to engage in discriminatory behaviour towards those from a lower social class, although kraus et al. Pdf a theoretical approach to the influence of social class on.
Hence, our behaviour patterns, likes and dislikes are influenced by the people around us to a great extent. Our position in the social hierarchy has a powerful influence on almost. Social influences on the consumer decision process boundless. Riesman, glaser, and denny 1950 argue that in the more affluent. Social class is a myth or reality in buying behavior academic. The influence of cultural factors on consumer buying behaviour and an application in turkey.
Some researches argue that children or young people start learning behaviors and optaining the habits of life style from their family based on social class of family. The society is composed of several individuals that have different preferences and behaviors. A major influence on ones purchasing habits and consumer behavior is the social class in which one finds him or herself. Marketeers try to target their products on classbased market segments. A theoretical approach to the influence of social class on. A theoretical approach to the influence of social class american. Consumer behaviour and marketing action learning objectives after studying this chapter, you will be able to understand. It is the sum of all wages, salaries, profits, interest payments, rents and other forms of earnings.
Factors affecting consumers buying decision in the selection. Social influences on the consumer decision process. An individual can get affected by the environment in which he lives, his culture, his social class, his psychology and his personality. Beverages, packed food, ready to eat food, precooked food, canned food. Buying behaviour, a component of consumer behaviour, is influenced by many individual and. Abstract nowadays, consumer behaviouris influenced not only by consumer personalities and motivations, but also by the relationships within families. 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.
They think social media exists so that they can connect with their friends and family and share what is important to them. Perhaps the most obvious effect is the level of disposable income of each social class. January 2015 209 the impact of social networks on consumers behaviors dr. How does social stratification impact consumers social stratification is the presence in a society of clearly distinct consumer groups divided by socioeconomic factors. Jun 01, 2002 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. Social class is considered an external influence on consumer behavior because it is not a function of feelings or knowledge. Pdf the impact of cultural factors on the consumer. The social factors are the factors that are prevalent in the society where a consumer live in. The purpose of this study is explaning how social class affects consumer behavior. 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. The following powers are used to influence individuals in a group. 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. Marketers target this class through the mass media.
Social class usually comes with a set figure of income. So, influence of cultural, social, personal and psychological factors on buying. Social factors influencing consumer behavior definition. In the literature, there are a few previous studies which have explored the topics on consumer behavior and home furniture industry in jordan.
Family is a social group and it can be considered the cornerstone of consumers so. An adequate number of studies attempt to reveal the role and impact of social media on aspects of consumer behaviour during the travel process that is before, during, and after the trip. The impact of social media on consumer behavior case study. The influence of cultural factors on consumer buying. Upper upper class upperuppers are the social elite who live on inherited wealth and have wellknown families. The social factors influencing consumer behaviour are a family, b reference groups, c roles and status. Berkman and gilson explain consumer behavior as activities in which people are involved in actual or potential use of various products of market including goods, services, ideas and environment of the market. A european perspective provides a fully comprehensive, lively and engaging introduction to the behaviour of consumers in europe and around the world. Consumer behaviour is influenced by environment in which one lives. Now, marketers need to understand this psychology and the mindset of these. Hence, persuasion of the customers by the marketers has a great impact on their buying behaviour. Mccarthy, oreilly and deboer 2004, while studying the factors influencing consumption of pork and poultry in the irish market, found that for poultry.
Social class has a significant impact on consumer behavior and this impact may start during childhood. 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 reference groups on consumer behaviour is felt through the influence of social power. Social class can have a profound effect on consumer spending habits. The present study examined the impact of social factors on consumer behavior in evaluative criteria of the purchased home furnishing in amman jordan. International journal of business and social science vol. Generally, the rich have the ability to purchase more consumer goods than those with less income, and those goods are of higher quality. Pdf the use of social stratification in consumer research has been. What are social factors influencing consumer behavior. Social class and consumer behavior pdf the purpose of this study is explaning how social class affects consumer behavior. Social class usually is defined by the amount of status that members of a specific class possess in relation to members of other classes.
Social class influences on purchase evaluation criteria. Durmaz yakup vicedean of faculty of economics and administrative sciences ad. Special issue march 2011 109 the impact of cultural factors on the consumer buying behaviors examined through an impirical study dr. Consumer behavior could hardly be understood without considering social class. The group of consumers with the income between 115 149 ls are classified as the tolerant type of consumer behaviour. Influence of social and economic classes on consumer behaviour. Income, social class, consumer behaviour, developing economies 1. Lower class people tend to stay close to home when shopping. The roles of culture, subculture, and social class in consumer behavior 1215 words 5 pages. Social stratification, the divison of memebrs of a society into a hierarchy of distinct social classes, exists in all societies and cultures. Research indicates that socialization patterns across social classes affect buying behavior in numerous ways. Social factors affecting consumer behaviour consumer behaviour is an effort to study and understand the buying tendencies of consumers for their end use. Oct, 2016 social class is how society makes a division based on social and economic status. People rank others into higher and lower social positions of respect within all societies.
That is exactly what it is from a consumer point of view. According to psychology, people tend to remember more visual elements, thats why social media content is supposed to remain longer in consumers mind. The impact of social factors affecting consumer behaviour on selecting characteristics of purchased cars hossein mirzaei,mehdi ruzdar the present study examined the impact of social factors on consumer behavior in selecting traits of the purchased car in tabriz iran. May 18, 2012 how is it important to understand social class in consumer behaviour study. The impact of social networks on consumers behaviors. Marketeers try to target their products on class based market segments. The indian consumer has become much more openminded and experimental in hisher perspective. The impact of social media on consumer behavior case. In order to persuade the consumers, the marketers have to study the consumer behaviour. Average people think of social media as a leisure activity. Buying behaviour, this papers aim is to provide an indepth elucidation of the many aspects that influence consumer behaviour. Social factors play an essential role in influencing the buying decisions of consumers. We need people around to talk to and discuss various issues to reach to better solutions and ideas.
The basic conceptual framework figure 1 visualizes the impact of an individuals income and social class on consumers buying behaviour. Zinkhan g, arnould e 2002 the economic and social structures consumers 1st ed new york, mcgrawhill publication pg 179194. Many factors, specificities and characteristics influence the individual in what he is and the consumer in his decision making process. Consumer behavior consumer social class social stratification. However, the economic theory of consumer behavior is only partially adopted because economic factors are very important to consider in a developing country like burkina faso where the purchasing power of most consumers is low nasse. The purpose of this research was to study how different factors of consumer behavior effect on decisionmaking during coffee brand selection. 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.
The impact of social factors affecting consumer behaviour on. Introduction income is defined as money received for work or through investment on a regular basis. Social class is a crucial external factor which influence consumers behaviour. The use of social media and its impacts on consumer. Caste, gender and age are not relevant to the present discussion but social class is our main subject lawson, todd, 2002.
870 659 735 783 891 1021 312 832 1488 279 1293 1358 1094 1283 900 1119 1273 585 1225 571 149 1449 1347 687 1217 87 866 58 72 988 918 1193 296 791 316