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 In the theory of marketing and consumer behavior, the concept of social class has been one of the external factors that influence consumer/buyer behavior. This reveals that the market behaviors of individuals are closely related to their social class. To this end, social class determines the purchase pattern and brand preference for similar social class members. More so, social class determines the type and quality of products that a class member can buy and use, the choice of brands and products decisions. Beyond that, people within a social class are similar to each other; this similarity is not only witnessed in terms of their income, occupation, and education but also in their values, attitudes, lifestyles, and behavioral pattern. However, the essence of this study is to ascertain the influence of social class on the purchase of selected brewery products in Nigeria with particular reference to selected Nigerian Breweries Plc brands – Gulder, Star, Maltina and fayrouz. Some of the objectives of the study seek to find out the effects of social class on products’ purchase pattern, ascertain the influence of social class on brands preference, and determine the impact of social class on consumer/buyer behavior. The researcher used the survey research design. Data were collected mainly from primary source. A total of 288 copies of questionnaire were distributed to respondents. In carrying out this study, four (4) hypotheses were formulated and tested using the chi-square (X2) statistical tool. The findings of the study showed that social class has significant effects on products’ purchase pattern especially Gulder, star, maltina and fayrouz; that social class influence brands preference; that social class has significant influence on consumer/buyer behavior. From the findings of the study, conclusion and recommendations were made such that marketing organizations should consolidate their marketing promotional effort by using the concept of social class in persuading consumers to purchase their products and/or brands. This can be realized through celebrity endorsement of their brands as well as the use of obvious social class members as spokesperson in advertising campaigns; existing and potential marketers should consider social class categories in terms of marketing mix (product, price, place and promotion) decisions.

Project detailsContents
Number of Pages113 pages
Chapter one Introduction
Chapter two Literature review
Chapter three  methodology
Chapter  four  Data analysis
Chapter  five Summary,discussion & recommendations
Chapter summary1 to 5 chapters
Available documentPDF and MS-word format


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