Effects Of Social Class On Consumer Behaviour

3. Concept of Social Class

Introduction

Classes are the hierarchal system form according to ranks in the society. Social class is a real phenomenon prevailing in every society on various aspects. This concept is being stereotyped from many years and people did not have much awareness about it. It depicts the social identity of a person in the society.

People are subgroup into the society and share believes and values with one another. Groups form in a society on several characteristics. People with common interest combine together and formalize a group.

Concept of social class is widespread in everyday dealings of humans because people build and maintain several relationships which are basis of these classes in society (Bian et al.,

Behaviours of consumers differ in making purchase (Howard and Sheth, 1969). This reality of social classes bring downfall in the society. Increase dissatisfaction among people because people from lower class consider that powerful people snatch their rights, which in turn have an effect on their buying behaviour. Differences between every class lead to different buying behaviours. These classes exist in every society and culture and it shape their lifestyle accordingly (Rich and Jain, 1968) due to which people show various behaviours while shopping.

Factors affecting consumer behaviour:

Consumer Behaviour does not remain the same in every situation as it changes time to time. There are various factors listed below that affect consumer behaviour:

The income also determines the level to which the amount is spent on the purchase of goods and services.

Education:

The level of educational schooling also affects the behaviour as a consumer. As the consumers level of education changes so does their consumption pattern. The level of education changes how consumers view things around them. It affects the level of discretion they apply when making a purchase decision. Education is viewed as a determinant of social class making it the easiest method to climb up the social ladder. Peoples preferences can change with education as it affects a number of things including the food you consumer, the clothes you wear and programs you watch. Example: An illiterate person belonging to a low social class has no interest in books and magazines meanwhile upper class consumers tend to read magazines such as financial week. Highly educated consumers look for information and don’t rely on the advertisement alone. They question the information served before them then observe it carefully. Education can easily be seen on a consumer’s behaviour For example: When a person with a high level of education purchases a Louis Vuitton handbag they will consider factors such as: Brand value, country of origin, traditional craftsmanship, quality