CHAPTER ONE
BACKGROUND OF THE STUDY
1.1 INTRODUCTION
The concept of social class has been of great interest to sociologist, psychologists and marketers. Marketing executives have a professional interest in the structure and distribution of social class or segregation and their inherent buying behaviours. The idea was introduced into the marketing literature in the late 1950 according to Kotler (1965).
Since then, marketing scholars and practitioners have given considerable attention to this concept in the terms of improving the effectiveness of consumers marketing efforts. In some product and service markets, consumption habits are largely differentiated by social group memberships. The study of the influence of social class in the purchase and consumption of consumer products should therefore be the legitimate concerns of the marketing managers.
Social classes are largest homogenous grouping within a society. All members in a group tend to behave alike and differs from other groups. These cause interpersonal communications; about products, stores and so forth, which they prefer it then behoves on the ability of marketing managers to be able to identify the different needs of each group, develop and distribute products that will suit each of the homogenous social grouping. It is against these backgrounds that a study of the influence of social class on the purchase and consumption of consumer products become imperative.
| Project details | Contents |
|---|---|
| Number of Pages | 98 pages |
| Chapter one | Introduction |
| Chapter two | Literature review |
| Chapter three | methodology |
| Chapter four | Data analysis |
| Chapter five | Summary,discussion & recommendations |
| Reference | Reference |
| Questionnaire | Questionnaire |
| Appendix | Appendix |
| Chapter summary | 1 to 5 chapters |
| Available document | PDF and MS-word format |
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