Sidney J Levy is an internationally recognized writer whose ideas began to influence marketing executives in the late 1940s. They continue to impact today on: how we think about marketing's role in management; how managers develop product and brands; how they understand their consumers; and how corporate and academic researchers investigate marketplace concerns. Brands, Consumers, Symbols and Research is a comprehensive collection of Sidney J Levy's essays and studies of marketing.
Chapter 31: Social Class and Consumer Behavior
Social Class and Consumer Behavior
The study of market segmentation is a troublesome one. It raises many questions not easily answered. Numerous studies have sought to determine relationships between particular consumer variables and specific purchasing behavior. All too often these studies are frustrating because they mainly demonstrate that the variables most highly related to the behavior are those that are so close to the behavior as to be redundant in explaining it—or do not explain much at all. Diversity—almost a perversity of diversity—is the easiest generalization to fall back on. When we examine user groups, we find varieties of people, scores, and dimensions; when we examine sociological categories or groups, we find varieties of user behaviors. Either the person high ...