Social Class and Consumer Behaviour.

Research into social class enables marketers to build social class profiles, which then provides a general illustration of the values, attitudes and behaviour that separate the members of those social classes (Bednall et al., 2001: 361). This research can then be used when developing marketing strategies for a product or service. Clothing, Fashion & Shopping. A consumer's self-concept or self-image, as well as their perception of their own social class membership directly influence their decisions on …

…consumers with a "free sample", a strategy which can result in further capturing the consumers interest. The consumers apparent need to furnish their home so as to impress others is met by the ad, as it displays the carpet as attractive, notable and in good taste. The most successful marketing strategies will utilise the necessary consumer behaviour concepts in order to determine the reasoning behind what consumers choose to purchase, where and why they purchase.