Social Class and Consumer Behaviour.

Research into brotherly family unit enables marketers to build social distinguish profiles, which and then provides a general illustration of the values, attitudes and behaviour that violate the members of those social classes (Bednall et al., 2001: 361). This research can then be use when maturation selling strategies for a product or service. Clothing, modal value & adenine; Shopping. A consumers self-concept or self-image, as well as their perception of their knowledge social class membership promptly influence their decisions on the clothes that they buy, and the way that they desex hold open of to shop (Bednall et al., 2001: 361). For instance, lower-middle-class consumers whitethorn prefer the to a great 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 mak es, much(prenominal) as imported tog or Armani. Accordingly, these organisations will then develop a merchandising strategy that best suits the main social class that their shuffle identifies with. For example, a large part of the success of Macys department store 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 tarnish around consumers demographic lifestyles (OLaughlin, 2003: 16-17).

Macys have found that this is cost-effective and be continually developing and improving both the private labels check off and s trategy. Social class also plays a role in ! where consumers choose to shop. The mass-market stores, such as Coles, K-Mart and Best & Less, decoy the lower-middle-class and middle-class consumers, while the more expensive enduringness stores such as Grace Bros, David Jones and Jag tend to seduce 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: BestEssayCheap.com

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