Social class and consumer behaviour   

# Consumer buying behaviour is a complex process whereas it is important to determine the purchase pattern. There are marketers and researchers in the field who have a major identification towards the purchasing decision of consumers. Consumer behaviour is mainly influenced while focusing towards several factors and it even includes the social class as one of the core factors. Social class has a major influence and it affects the consumer behaviour.

# Consumer buying behaviour has a representation towards a complex picture and in a multi-market brand, the customers have an individual behaviour purchase system with the time factor. There are many researchers who are involved in finding out the consumer behaviour pattern and the factors that affect the buying decision or purchase decision.

# There is the direct cause of consumer behaviour such as momentary motivation, initiating stimuli, habits that include attitudes and beliefs and external incentives as such in the buying behaviour. The different social class has a different purchase system and purchase goals are therefore different and shopping behaviours tend to specify the needs of the social This social class have different motivational groupings and are as well the category of cause. While the social class has a mere correlation towards the categories and the consumption choice of consumers.

# The social class has major characteristics that include the same social class as a group and having similar behaviour which has a reference to the same buying behaviour in the society such as choice of clothing, furniture, housing, mass media and leisure service.


Durmaz, Y., & Taşdemir, A. (2014). A Theoretical Approach to the Influence of Social Class on Consumer Behavior. American International Journal Of Social Science, 3(3).


References groups and consumer behaviour

# Persuasive messages have a general idea of the interpersonal influence that is mainly influencing the consumer behaviour such as online communities. As such consumer has an interaction towards the combination of computer-mediated discourse and has an ethnography that gives an analysis so as to investigate the behaviour of consumers with an exchange of information. As such these are related towards the products and brands in detail.

# There is a set of the reference group that are rhetorical strategies as such used by community members in order to gain a setting expectation and claiming the expertise in a different manner.

# Reference groups are the online communities that tend to change the consumer behaviour pattern while influencing the social networks that are increasingly popular and has a relevance towards the major understanding of consumer behaviour. There are online communities that are associated with the mutual interest and have a major brand in collaboration with the development of the service and products.

# The reference groups have affected various aspects of the purchase decision and consumer behaviour that are associated with the practices and platforms. This includes brand experience and observing the consumer demand on the online Observing the consumers that has an online activity leads to a marketing research and as such there are investigations about the influence that is made towards online communities.


Scaraboto, D., Rossi, C., & Costa, D. (2012). How consumers persuade each other: rhetorical strategies of interpersonal influence in online communities. BAR – Brazilian Administration Review, 9(3), 246-267. doi: 10.1590/s1807-76922012000300002


Needs, motivation and consumer behaviour

# Motivation and needs are the instruments that consist of the development of the comprehensive model and have a major specification that deals with consumer behaviour and upliftment. The motivational theories have a major specification about the consumer behaviour and the research that is mainly proposed with the needs and motivational theories.

# The concept of perceived instrumentality has a major attitude towards attaining the goal and has a sense of motivation towards buying the product or service. There are attitude changes that affect the consumer behaviour while making a clear idea of what the consumer needs and what motivates the consumers to buy a specific product. The direction of the behaviour has a major application towards the consumer needs and as such the desires and needs of consumers has a marketing concept to be studied.

# Motivation theory represents the development and the influence towards the consumer behaviour. Maslow’s need hierarchy model and the popularity of the concept has an overwhelming evidence that exists in the hierarchies of needs.

# The working framework of consumer behaviour that is influenced by the need and motivation is suggested to the organizations that help in future research. There are theoretical aspects to be considered that evaluate the need motivation theories and the different way of having the motivation that helps in representing the way how motivation is given to the presenting model with practical applications.

# The instincts and needs are categorised and as such there are different theories that help in researching the context of consumer behaviour.


Shavitt, S., Jiang, D., & Cho, H. (2016). Stratification and segmentation: Social class in consumer behaviour. Journal Of Consumer Psychology, 26(4), 583-593. doi: 10.1016/j.jcps.2016.08.005


Personality and self-concept

# The relevance of the theories and the development of the theories as such in personality has a major effect on understanding the concept of self-concept and consumer behaviour. There are development theories that have some limitations and affect the psychodynamic theory, humanistic theory, behavioural theory and socio-cognitive theory as such and these can be analysed while using the pattern system.

# The personality of consumers has a major influence towards the buying behaviour and as such this affects the buying pattern. It is important that the theories should be well studied and understood in order to apply these as marketing strategies. There are a personality and a self-concept behaviour that goes well with the context of psychology behaviour.

# The psychological factors documented around have a major influence towards the impact of consumer behaviour on the consumer personality and attitude towards the consistent behaviour.

# The psychodynamic theories have a major influence towards the interaction of drives and other force factors that affect the need for an individual with the responsible differences that are shared in the personal

# Self-concept has characterized with nine dimensions that include content, intensity, consistency, clarity, direction, salience, accuracy and verifiability. The content has a reference towards the inherent aspects that are considered within the approach.

# There are an ambiguity and a major chaos that has a precise conceptualization of the consumer behaviour aspect. Self-concept is a single factor known as the major decision-making approach that helps in making decisions towards product clarification.


Thomas Udo-Imeh, P., Festus Awara, N., & Emmanuel Essien, E. (2015). Personality and Consumer Behaviour: A Review. European Journal Of Business And Management, 7(18).

Consumer perception

# Buying behaviour and consumer perception are the basic components that affect consumer behaviour. The development of the idea and perception has different variables to be considered and these identify the needs and the decision of consumer’s behaviour. These are the factors that affect consumer behaviour and thereby organizations should be aware about consumer perception while analysing the feedback.

# There is a strong effect of consumer perception and there are different components that are attached along with the awareness and product availability. The usage of the product and the buying behaviour are largely depended with the consumer perception and this has an effective measure to be taken towards marketing concepts.

# Best efforts are put forward to make the marketing strategies attract consumers and have a positive impression towards buying behaviour. Impression of a product on customer’s mind is made with the help of social media, as such the consumer tends to think in a similar way. Consumer perception determines the consumer response towards products or services.

# There are some results that have been extracted towards the important aspects of consumer perception and consumer behaviour. This helps in determining the response rate of consumers towards the new products. The factors that affect the consumer perception are mainly determined in order to have an awareness and availability of product. As such there are variables like consumer taste, culture, habit and age of respondents that determine the situations and customer behaviour analysis.


Zeithaml, V. (1988). Consumer Perceptions of Price, Quality, and Value: a means-end model and synthesis of evidence. Journal of Marketing, Vol. 52, 2-22.

Learning and consumer involvement

# Involvement is a variable that motivates the consumer behaviour and as such this is a perceived relevance that is based towards the inherent needs and interest of consumer. As such involvement is specifically used for consumer interest and making complex decisions for a particular product or service.

# There is an object that helps to involve the level different products and services as such there is a particular situation that deals along with the advertisement. With this it is specific that low involvement of consumer tends to decrease the product efficiency and sales and high involvement of consumer has an interest towards increase in accepting the product and service.

# Thereby the level of consumer involvement towards a product or service helps to recognize the demand of the product. This process needs interactive communication and as such the major involvement is towards segmenting the variable towards the target market.

# Learning about the product specification and involving in the buying process is the marketing trend that affects the sales volume. The learning theory mainly presents the connection towards the personal reference with the social media context.

# Whereas learning with advertisement has an impact towards the consumer behaviour and as such has a major advertisement aspect towards marketing of the product and service. Consumer involvement has a consumer behaviour and marketing aspect to be considered that has a growth in realization of the consumer behaviour and deals along extensively with the research information. There is a comprehensive analysis that is made along with the alternative choices that the consumer’s have while making buying decision.


Laurent, G. and Kapferer, J.N. (1985) Measuring consumer involvement profiles. Journal of Marketing Research, 22(February), 41-53





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