Essence of Social Class on Buying Behaviour

Apart from the social factors social class plays an important role in the buying decision of consumers. Social class is a measure of social positions on which each member of the society can be placed. It is interesting to understand the essence of social class on buying behaviour by understanding its impact on buyer's purchase decisions. A micro study was conducted on customers of Excelsior Nissan Mangaluru to unearth the impact of social class on their buying behaviour. Though there is no relation between social class and advertisement and publicity there was a relationship between social class and their preference for different types of Nissan cars. Study also found that there is a significant difference between the profession/occupation and the preference to different types of Nissan cars. Most importantly single variable indices such as income, occupation and education also have a direct impact on their buying behaviour. A person's social class has a major influence on the type and quantity of goods purchased.