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.
General
Is the information for this product incomplete, wrong or inappropriate?
Let us know about it.
Does this product have an incorrect or missing image?
Send us a new image.
Is this product missing categories?
Add more categories.
Review This Product
No reviews yet - be the first to create one!
Welcome to Loot.co.za!
Sign in / Register |Wishlists & Gift Vouchers |Help | Advanced search
