SOCIAL CLASS AND PURCHASE BEHAVIOUR

“Social classes are the hierarchical arrangements of people in society as economic or cultural groups.”
People are put in certain social classes, based on social power, wealth or another criterion

Although there are many factors that influence people in their buying behaviour. these can be because of the persons nature or nurture. Social class is a large factor that affects the way decision of purchase. Most societies are put in to different social classes. Depending on which social class a person is from their are significant difference between them and another person within another social class. These difference are in culture, education , income, dietary preferences, housing status, power, ownership, economic circumstances. People may not always stay in the same class as they can move up or down depending on economic and social changes in their life’s.

Social class can be measured in grades : ( UK Population )
A - upper middle class
B - middle class
C1 - lower middle class
C2 - skilled working class
D - working class
E - lower class

If you look at the following website there is a lot more information about social class by Kath Mcguire.

http://www.ucel.ac.uk/shield/docs/notes_class.pdf

in the past the past there where not many grades in social class as their where only upper class, middle and lower class. Depending on what class you are in the spending and personal income left. Consumers in the higher class had more income therefore would be able to spend more money on purchasing things whereas the buying behaviour of he middle and lower class was different as they would not have alot of money to spend on products and service which the upper class can. Advertisers now a days due to the increase in income and the variety of classes their are many different groups that they are target their products and services. Their are ranges of different products and services directed at a certain social class. As women now are at a higher status then they where in the past. Marketers can market far more ranges of products and service to them.

Social class and income are both needed to predict the consumers behaviour when it comes to expensive items like cars or homes and large purchase decisions