The Factors which determine the consumer behaviour: The effect of social classes on the consumer behaviour

Needs of life are diverse and many and mankind is motivated for their satisfaction with suitable services and goods. This is where the concept of consumer behaviour arisen. The concept defines how consumers use their money, credit, time power and like while satisfying their needs. Consumer decisions are affected both by psychological and sociological factors. Psychological factors can be summarized as personality, perception, motives, attidudes and learning where as sociological factors can be summarized as family, reference groups, culture, subculture and social class. This study is concerned with the effect of social class on consumer behaviour. Groups sharing similar values, interests and behaviour in a hierarchical and relatively homogeneous and continuous society are called social classes. Factors such as education, profession, income and residential area were used in determining two social classes such as lower and upper classes whose behaviour have been investigated and compered. It was observed that social class does effect consumer behaviour and that there are differences among the classes in area such as participation in cultural activities, selected shopping locations and their possesions.