Social Class and Consumer Behaviour.

Research into brotherly class enables marketers to build social class profiles, which and then provides a general illustration of the values, attitudes and behaviour that separate the members of those social classes (Bednall et al., 2001: 361). This research can then be used when maturation selling strategies for a product or service.

Clothing, Fashion & adenine; Shopping.

A consumers self-concept or self-image, as well as their perception of their knowledge social class membership directly influence their decisions on the clothes that they purchase, and the way that they get hold of to shop (Bednall et al., 2001: 361). For instance, lower-middle-class consumers whitethorn prefer the to a greater extent widely known or mainstream vanes, much(prenominal) as Nike or Levis, as well as inciters associated with known celebrities, whereas upper class consumers atomic number 18 more inclined to purchase the more sophisticated, subtle and distinguished makes, much(prenominal) as imported garment or Armani. Accordingly, these organisations will then develop a marketing strategy that best suits the main social class that their brand identifies with. For example, a large part of the success of Macys department retention is credited to the companys strategy of designing and marketing each of its campaigns so as to appeal to specific consumer classes by developing the brand around consumers demographic lifestyles (OLaughlin, 2003: 16-17).



Macys have found that this is cost-effective and are continually developing and improving both the private labels brand and strategy.

Social class also plays a role in where consumers choose to shop. The mass-market stores, such as Coles, K-Mart and Best & Less, attract the lower-middle-class and middle-class consumers, while the more expensive specialty stores such as Grace Bros, David Jones and Jag tend to attract the upper-class consumers, who can afford the added expense (Bednall et al., 2001: 362). As well, a consumer is potential to avoid a store which they know...

If you want to get a full essay, order it on our website: Ordercustompaper.com



If you want to get a full essay, wisit our page: write my paper