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.
Table of Contents
Chapter One
Introduction
1.1 Background
1.1.1 Defining Consumer Behavior
1.1.2 Consumer Behavior in Context of Social Class
1.2 Aims and Objectives of Research
1.3 Research Questions
1.4 Significance and Scope of Research
1.5 Research Structure
Chapter Two
Literature Review
2.1 Defining Consumer Behavior and Social Class
2.2 Social Class Measurement
2.3 Social Image
2.4 Existing Literature about Social Class and Consumer Behavior
2.5 Social Class and Leisure Activities
2.6 Living style
2.7 Motivation
2.8 Shopping Behaviors
2.9 Social Classes in United Kingdom
2.10 Summary of Chapter
Chapter Three
Methodology
3.0 Introduction
3.1 Research Philosophy
3.2 Research Approach
3.3 Research Methods
3.4 Research Design
3.5 Data Collection Techniques
3.5.1 Types of Data
3.5.2 Primary data collection techniques
Surveys
Interviews
Focus Groups
3.5.3 Comparison of primary data collection tools
3.5.4 Primary and Secondary data collection tools employed in research
3.6 Population and Sample
3.7 Validity and Reliability of Research
3.8 Research Ethics
3.9 Method of Data Analysis
3.10 Summary of Chapter
Chapter Four
Data Findings and Presentation
4.1 Introduction
4.2 Data Findings
4.2.1 General Information
4.3 Chapter Summary
Chapter Five
Data Interpretation and Analysis
5.1 Introduction
5.2 Analysis of findings
5.2.1 Social Class Breakdown
5.2.2 Consumption preference for Food and Entertainment
5.2.3 Frequency of Shopping
5.2.4 Preference for Buying Durables and Nondurables
5.2.5 Preference for Buying Branded, Non-branded and Fashionable Products
5.2.6 Attitude of Visiting Restaurants
5.2.7 Leisure Activities
5.2.8 Preference for Communication Media Type
5.2.9 Preference for Online Shopping
5.2.10 Preference for Financial Products
5.3 Summary of Chapter
Chapter Six
Conclusion and Recommendations
6.1 Introduction
6.2 Conclusion
6.3 Implications of Research
6.4 Limitations
6.5 Future Research
Research Objectives and Themes
The primary objective of this research is to analyze the influence of social class on consumer behavior, specifically within the context of Sainsbury in the United Kingdom, in order to derive marketing implications for the company.
- Social class stratification and its impact on consumer decision-making.
- Consumption patterns regarding food, entertainment, and durable versus non-durable goods.
- The relationship between social status and frequency of shopping and online shopping preferences.
- The influence of social class on leisure activities and communication media usage.
- The correlation between socio-economic status and financial planning, such as debt and investment behavior.
Excerpt from the Book
2.4 Existing Literature about Social Class and Consumer Behavior
Social class has been extensively studied with respect to consumer behavior. A number of researchers have established relationship between social class and consumer behavior. In marketing theory consumer behavior and social class have a considerable place. Mirela (2006) says that consumer behavior has close relation with the social class.
Every society has social stratification that is permanent in nature and all members of one social class have distinct characteristics. A single factor does not determine the social class but a number of factors determine social class structure. Kotler and Armstrong (2007) say that marketers need to concentrate on the factors that stratify a society because each social class has distinct characters that can affect its consumer behavior. They further said that consumers in each social class exhibit similar attitude, behavior and preferences.
Social classes are created by the groups of people having same social status (O’Doughtery, 2007). The individuals of these groups meet with each other frequently and share similar values with each other. The sense of belonging possessed by the individuals of these social classes is passed on to the consumer behavior of these classes.
Noel (2008) has found that social class motivates individuals composing it to buy particular goods and services. He found three ways by which a social class affects consumer behavior. These three ways are conspicuous consumption, status float behavior and trickledown effect.
Summary of Chapters
Chapter One: This chapter provides the research background, definitions of consumer behavior, and outlines the specific research aims and objectives.
Chapter Two: This chapter reviews the academic literature regarding the relationship between social class, consumer behavior, and the social stratification system in the United Kingdom.
Chapter Three: This chapter details the research methodology, including the philosophical approach, data collection tools, and sampling techniques used to study Sainsbury customers.
Chapter Four: This chapter presents the raw survey data gathered from respondents through systematic percentages and graphical representations.
Chapter Five: This chapter analyzes and interprets the research findings, relating the primary data collected from the survey to established secondary theories.
Chapter Six: This chapter concludes the research findings and offers practical marketing recommendations for Sainsbury based on the observed differences in social class behaviors.
Keywords
Consumer Behavior, Social Class, Sainsbury, Marketing Implications, Social Stratification, Purchasing Power, Consumption Patterns, Online Shopping, Financial Planning, UK Market, Brand Identification, Socioeconomic Status, Convenience Sampling, Retail Marketing, Consumer Segmentation.
Frequently Asked Questions
What is the primary focus of this research?
The research focuses on investigating how different social classes within the United Kingdom influence the consumer behavior of customers shopping at the supermarket chain Sainsbury.
What are the central themes of this study?
The central themes include the impact of occupation, income, and social status on shopping frequency, brand preference, communication media choices, and financial product adoption.
What is the core objective of the research?
The core objective is to understand the relationship between social class and consumer behavior in order to provide Sainsbury with actionable marketing strategies that cater to the specific needs of different social strata.
Which scientific methodology was employed?
The researcher adopted a triangulation methodology, utilizing both qualitative literature reviews and a quantitative approach involving a questionnaire survey of 75 consumers selected through convenience sampling.
What topics are discussed in the main body?
The main body covers the literature review on consumer behavior, the research design and methodology, detailed presentations of survey findings (such as preferences for food, entertainment, and durables), and a descriptive analysis of these findings.
Which keywords characterize this work?
Key terms include social class, consumer behavior, Sainsbury, marketing implications, retail segmentation, and socioeconomic status.
How does social class affect the choice of communication media?
The study found that lower classes primarily rely on newspapers and television for product information, while upper classes have a higher reliance on internet-based sources and elite magazines.
What did the study conclude regarding financial behavior?
The research concludes that there is a distinct financial stratification: lower classes are more likely to rely on credit cards and bank loans for immediate necessities, whereas upper and middle classes are more inclined toward investments in stocks, real estate, and insurance.
How does the "trickle-down effect" manifest in the findings?
The findings suggest that the middle class often adopts the shopping trends and fashionable clothing preferences observed among the upper class, though often with budget-conscious limitations.
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- Alex Cole (Autor:in), 2012, The implications of consumer behavior for marketing, München, GRIN Verlag, https://www.hausarbeiten.de/document/212294
