EAN: 9783954892648

THE IMPLICATIONS OF CONSUMER BEHAVIOR FOR MARKE...

This particular research is aimed at finding the marketing implication of influence of social
class on consumer behavior for Sainsbury. Social classes differ in respect of behaviors 
attitudes  and preferences. To investigate the consumer behavior and social class relationship
triangulation methodology has been adopted. A sample of 75 consumers of Sainsbury has been
selected through convenience sampling. A questionnaire has been designed to collect data from
sample. The findings showed that most of the respondents belonged to middle and lower social
classes. The research found that middle and lower classes spend major part of their income on
food and necessities of life whereas upper class spends its income on luxuries. It has been
found that upper class uses internet for getting information about products and services of
Sainsbury. Middle class uses televisions and newspaper for getting information about products
and services of company. Upper class has more intentions of online shopping as compared to
other classes. Upper classes have more attitude of investing in profitable projects. It has
been found that lower and middle classes use credit cards for shopping and take bank loans for
fulfilling their needs. Marketers can identify needs and preferences of different social
classes from results of this particular research. Research has been limited to the findings
only which have been collected from a small sample.

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