| c) Social class
Consumer behaviour is determined by the social class to
which they belong. The classification of socioeconomic
groups is known as Socio-Economic Classification (SEC).
Social class is relatively a permanent and ordered division in
a society whose members share similar value, interest and
behaviour. Social class is not determined by a single factor,
such as income but it is measured as a combination of
various factors, such as income, occupation, education,
authority, power, property, ownership, life styles,
consumption, pattern etc.
There are three different social classes in our society. They
are upper class, middle class and lower class. These three
social classes differ in their buying behaviour. Upper class
consumers want high-class goods to maintain their status in
the society. Middle class consumers purchase carefully and
collect information to compare different producers in the
same line and lower class consumers buy on impulse.
Therefore marketing managers are required to study
carefully the relationship between social classes and their
consumption pattern and take appropriate measures to
appeal to the people of those social classes for whom their
products are meant.
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