American International Journal of Social Science

A Theoretical Approach to the Influence of Social Class on Consumer Behavior
Assist. Prof. Dr. Yakup Durmaz, Ahmet Taşdemir

Abstract
The consumer decision making process is complex and important in determining purchase behavior. Many researches and marketers study in this field to identify how consumer makes purchasing decision. Consumer behavior is influenced by several factors and social class is also one of these factors. The purpose of this study is explaning how social class affects consumer behavior.

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