Keywords: Interpersonal Influence susceptibility, buying behavior, social class, Socioeconomic Class Introduction An important determinant of an individual‟s behavior is other individuals‟ influence (Bearden et al., 1989); social influence is an important determinant of consumer behavior. 966 0 obj 0000004325 00000 n 0000015626 00000 n social class has much to do with his behaviour as to show where he fits into society and the way he feels about them all reflect the influence of his social class characteristics and how they influence consumer behaviour. 0000006984 00000 n The field of consumer behaviour covers a wide stretch of bases as it focuses on the entire consumption process, involving issues that influence a consumer before, after and during a purchase. Armed with this knowledge, the marketer can create marketing mixes designed to appeal to social classes differences. In a social class, people try to make the same kind of purchases as are expected by their peers. endobj 0000007756 00000 n The members of each class have relatively the same status. 976 0 obj << /N 969 0 R /P 994 0 R /R [ 40 157 296 346 ] /T 963 0 R /V 967 0 R >> 0000047860 00000 n a. The connection between social class and consumer behavior that was outlined by such individuals as Martineau (1958), Coleman (1960), and Levy (1966) was a somewhat broad one stressing variations in values, lifestyles, and general consumption goals. endobj Research into social class enables marketers to build social class profiles, which then provides a general illustration of the values, attitudes and behaviour that separate the members of those social classes (Bednall et al., 2001: 361). Keywords: Interpersonal Influence susceptibility, buying behavior, social class, Socioeconomic Class Introduction An important determinant of an individual‟s behavior is other individuals‟ influence (Bearden et al., 1989); social influence is an important determinant of consumer behavior. 0000004853 00000 n We need people around to talk to and discuss various issues to reach to better solutions and ideas. 0000008356 00000 n 0000084514 00000 n endobj endobj Another cultural factor is the social class that can affect the consumer buying behavior in different parts of the world. 0000068650 00000 n 0000058672 00000 n Perhaps the most obvious effect is the level of disposable income of each social class. endobj a. 0000004942 00000 n endobj Consumer Economic situations b. Situational influences c. Consumption decisions d. Physiological influences Answer: C 9. << /Title >> Many sub -cultural barriers are decreasing because of mass c ommunication, mass transit, and a The importance of understanding the role of social influence, how others affect our emotions, opinions, or behaviors, in consumption has a long and varied history in the fields of sociology, psychology, and marketing. 0000017005 00000 n 0000003307 00000 n Consumer behavior involves the purchasing, and other consumption related activities of people engaging in the exchange process. endobj << /N 968 0 R /P 994 0 R /R [ 40 361 565 401 ] /T 963 0 R /V 966 0 R >> Consumer behavior is deeply influenced by cultural factors such as: buyer culture, subculture, and social class. Consumer behavior social class. 0000004588 00000 n 990 0 obj 0000015170 00000 n << /N 984 0 R /P 129 0 R /R [ 299 37 556 726 ] /T 963 0 R /V 982 0 R >> 0000007906 00000 n behaviour. 0000085425 00000 n Marketers generally focus on affluent consumers, but recent trends have shown increasing penetration in middle and lower social classes. But in other countries like India upper class have a tendency to buy luxury cars, gadgets, and personal care products. For example, in the western world, both the lower class and upper might show the same buying behavior. Economic situations b. Situational influences c. Consumption decisions d. Physiological influences 9. /F1 6 0 R << /Filter /FlateDecode /S 240 /O 445 /Length 417 >> 979 0 obj endobj 0000012506 00000 n 0000011718 00000 n endobj 0000015338 00000 n << /N 976 0 R /P 34 0 R /R [ 40 37 296 726 ] /T 963 0 R /V 974 0 R >> culture, his subculture, his social class, his membership groups, his family, his pes his psychological factors, etc.. ABSTRACT Consumer Buying Behaviour refers to the buying behaviour of the ultimate consumer.