Abstract

This research study explores the significance of social class and its relation with consumers buying behavior. Whether this phenomenon is real or a myth, it is checked by review of literature, which supports that social classes have an impact on consumers buying behavior and it is a reality not myth. Relationship between status, education, occupation and income is examined which in turn cause an effect on social class and depict consumers buying behavior. Based on previous research studies it reveals that social classes are real and consumer’s buying behaviors differ according to their position in the society. On the basis of classes people have different buying preferences. Further discussion is made on managerial implications and future research in this area.

Key words: Social class, buying behavior, education, occupation, income, status.