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CULTURAL FACTORS AFFECTING CONSUMER BEHAVIOR: SOCIAL CLASS

Volume: 79  ,  Issue: 1 , June    Published Date: 29 June 2021
Publisher Name: IJRP
Views: 57  ,  Download: 32 , Pages: 69 - 76    
DOI: 10.47119/IJRP100791620212033

Authors

# Author Name
1 Leyla Akdogan
2 Alper Durucu
3 Yakup Durmaz

Abstract

Businesses need to analyze the purchasing behavior of consumers in constantly changing market conditions in order to achieve success in today's world where competition is increasing day by day. The concept of social class, which is one of the cultural factors of societies, plays an important role in shaping the purchasing behavior of consumers. Consumers make choices based on a number of criteria when spending money and these criteria develop in harmony with the consumption patterns of the class in which they belong to. The consumption behavior of the individual sometimes causes him/her to show conspicuous consumption with the desire to protect his/her status by gaining the appreciation of the social class he/she is in, and sometimes to belong to a higher class. In this study, the concept of social class, which affects consumer behavior, is examined by supporting it with an in-depth literature review.

Keywords

  • Culture
  • Consumer Behavior
  • Social Class