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 the clothes that they purchase, and the way that they choose to shop (Bednall et…
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