- Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
- Issue: 6
- PAZAR BÖLÜMLENMESİNDE KULLANILAN SOSYAL SINIF KURAMININ YAPISI VE GELİŞİMİ
PAZAR BÖLÜMLENMESİNDE KULLANILAN SOSYAL SINIF KURAMININ YAPISI VE GELİŞİMİ
Authors : Yavuz Odabaşi
Pages : 137-146
View : 11 | Download : 5
Publication Date : 1984-01-01
Article Type : Research
Abstract :Warner’s concept of social class as a majör determinant of buying behavior has been widely accepted and used as a predictor variable in market segmen-tation. Martineau advanced the idea that social class System is a valuable tool to segment the market and tried to apply it in his studies. During the last two decades there \vas an ar-gument about the superiority of social class versus income. After intensive research has been done in this area, tlıc point has been reached that neither social class nor income alone appears to be superior to explain buying behavior. It must be accepted that both are important determinants of consumer behavior, but the superiority differs in different produet catcgories. Marketers in Turkey must be prude enough to use social class concept in their marketing program. The social strueture, social mobility and social class system vary from country to counry. In order to ac-hieve the accuracy in application, more research re-lated to Turkey is needed in this subject matter.Keywords : pazar bölümlenmesi, sosyal sınıf kuramı