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.
Contents
Abstract
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
References
Questionnaire
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