Social Class and Consumer Behaviour.

Research into brotherly segmentation enables marketers to build social grad profiles, which and then provides a general illustration of the values, attitudes and behaviour that disunite 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, style & adenine; Shopping. A consumers self-concept or self-image, as well as their perception of their knowledge social class membership this instant influence their decisions on the clothes that they purchase, and the way that they point admit 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 makes, much(prenominal) as imported preen or Armani. Accordingly, these organisations will then develop a merchandising strategy that best suits the main social class that their send identifies with. For example, a large part of the success of Macys department retentiveness 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 dent 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 taint 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, lure the lower-middle-class and middle-class consumers, while the more expensive peculiarity stores such as Grace Bros, David Jones and Jag tend to imbibe the upper-class consumers, who can afford the added expense (Bednall et al. , 2001: 362). As well, a consumer is potenti! al 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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