Social Class and Consumer Behavior
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Added on 2021-06-17
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Social Class and Consumer Behavior: The decision-making process of consumer is complex and is very important to determine their purchase behavior. Many researcher’s studies consumers behavior to understand the reason why consumer buy and what are the factors that influence their purchasing decisions (Durmaz, 2014). External incentive influences Social class of consumer is also one of the main cause of difference in consumer purchase as it has a big influence on their behavior. Reference groups in purchase intention of shoppers The study and research has proved that
Social Class and Consumer Behavior
Added on 2021-06-17
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1.Social Class and Consumer Behavior:The decision-making process of consumer is complex and is very important to determine their purchase behavior. Marketers and researchers study these fields to understand their customer’s purchasing decision. Every customer has their own specific pattern of purchase in today’s multi brands market. Many researcher’s studies consumers behavior to understand the reason why consumer buy and what are the factors that influence their purchasing decisions [ CITATION Dur14 \l 1033 ]. As per the research done by Rossiter and Foxall in 2008, the main causes of purchase behavior consumers are:a. drive level or momentary motivation, b. initiating stimuli, c. habits that include attitudes, values and belief,d. external incentiveSocial class of consumer is also one of the main cause of difference in consumer purchase as it has a big influence on their behavior.In order to provide effective service, it is important to identify what kind of products and benefitsconsumer seeks. It is important to understand for companies about what they buy, how much they buy, why they buy and where they buy[ CITATION Kas07 \l 1033 ].There are several characteristics of social classes like people of same social class have similar habit that include preferences for housing, clothing, furniture, leisure service etc. From a global perspective marketer focuses on social class. In many countries there is a great class differences in people, where they live, types of clothes they wear, the cars they drive etc. are determining the social class. Social class has high impact on the behavior of consumer. Young people from high social class greater preference an awareness of consumer stimuli in the consumer environment. They have strong brand preference and mostly seek information before making decision of purchase in compare to lower class people. social class influences how and where people go for hopping. Lower class people usually shop in local markets where as upper-class consumer will venture different new places to shop.
2.Reference groups in purchase intention of shoppersThe study and research has proved tat reference groups have significant impact on the purchase intention of different types of customer. It is common to see customer using their reference groups in making their purchasing decisions. For example: the customer may ask their friends or family before making any kind of purchase[ CITATION Pen15 \l 1033 ]. It is also seen that, sometimes consumer purchase products just on the basis of the endorsement being done by the celebrity or the influencer. As reference groups affects the intention of the shopper to purchase, itis evident that the previous studies which focused on the impact of reference groups on purchasing habit were true. The reference groups do not only affect the purchasing habit but there are other factors as well like types of customer, types of products involved had also relevant consequences[ CITATION ADí17 \l 1033 ]. The shopper has been classified into there types which are utilitarian, hedonic value and social vale. Different customer has diverse behavior while shopping and it reflects in their purchasing decisions. When it comes to product involvement, the customer purchase products on the basis of product involvement. The different types of reference groups affect the shopper purchasing decision differently. The involvement of family, friends etc. can change in individual norm and attitude through interaction. But, the celebrities and influences often have significant impact on their purchasing decision. The customers are more attracted towards the celebrities or influencers because of their success story,life style, opinions etc.Hence, the impact of reference group on the purchasing habit is diverse and depend upon the different source of information the customer is using for making their decision. Thus, the type of reference group is classified into: a. private group which includes family members and friends, celebrities and influencers b. public groups which includes celebrates and influencers.Some of the consumers also tend to build a respectable or impression on their friends. For example: it has been found that, men make more purchases when they are with their friend then when they do their shopping alone.3.Needs and motivation of Consumer satisfactionMotivation is the force which drive or compels the individual to perform certain action. This typeof force is produced when an individual is in a state of uncomfortable tension which arises due tounfulfilled wish. Every individual has need, want and desire[ CITATION Wil88 \l 1033 ]. Consumer need is the basis of marketing. As we all know, the need is the essence of marketing. For any company to succeed or survive and earn profit, it needs to identify and satisfy the unfulfilled needs of the consumer sooner and better than its rival companies. The markets do not rush in order to create need, though in some cases they make customer to realize their unfelt needs[ CITATION Bea83 \l 1033 ]. The successful markets analyses their success in terms of need they satisfied instead of focusing on number of products to be sold. This is known market oriented rather than product-oriented approach to marketing. The marketing orientation approach
mainly focuses on the needs of the buyer. While a product orientation focuses on the need of the seller. Consumer behavior is a complex relationship which is based on several factors. The market oriented should produce according to the need of the buyer so that the customer is satisfied. A satisfied customer influences other to purchase those products, thus creating a win-win situation for both buyer and seller.4.Influence of personality on consumer buying behaviorThe purchase, search, usage, disposal of services and goods by consumer are highly influenced by cultural, environment, psychological factor and personal. There is a huge impact of personality of consumer on their buying behavior. There are several theories of personality that have been applied to study consumer buying behavior. The theories like Psychoanalytic theory, the trait theory and Neo-Freudian theory are the most relevant to analyses consumer behavior[CITATION Par15 \l 1033 ].Trait theory shows a quantitative approach to study personality of people. The researchers of traittheory found that it is realistic to expect personality to link with consumer decision making and choices of product purchase and consumption. Non- Freudian theory focuses on social relationships as the believe that they are the basic to the development and formation of personality.Personality is a result of environmental and social influences on the individual concentrates. It reflects individual differences. It is important concepts as it enables to categorize buyer into several groups on the basis of several traits. Marketers focuses on consumer personality as if theyknow that personality characteristics influence particular responses they can appeal to the suitable traits inherent in the group of customers [ CITATION Sar13 \l 1033 ]. The personality difference is directly related with differences in products bought by customers. The type of clothes, appliances, automobiles etc. individual buy, shows their personalities. People of upper class tend to buy expensive products. Therefore, marketers produce their product s promotional campaigns and advertisement focusing on the personality types of their target consumer. Marketers should not only focus on conscious rational aspect of goods in developing appeal, but also customers unconscious motives.Personality is also a key factor that influence purchasing behavior of consumer. So, marketers should always focus on the service related issues that directly affects consumers attitudes measuring personality in product and service industry is very important.
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