PAZAR BÖLÜMLENMESİNDE KULLANILAN SOSYAL SINIF KURAMININ YAPISI VE GELİŞİMİ

Yıl 1984, Sayı: 6, 137 - 146, 01.01.1984

Yavuz Odabaşı

Öz

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.

Anahtar Kelimeler

pazar bölümlenmesi, sosyal sınıf kuramı

Kaynakça

• W. Lloyd VVamer. «Social Class in America». Harold H. Kasarjian ve Thomas S. Robertson (ed.) Pcrspectives in Consumer Bchavior. Scott, Foresman and Company, Glenvievv 1968, s. 377 - 386.
• Pierre Martineau. «Social Classes and Spending Behavior». Journal of Marketing, Oct. 1958, s. 121 -130.
• Rom J. Markin. «Consumer Bchavior». Macmillan Pub. Co. New York, 1975, s. 412.
• Richard P. Coleman. «The Continuing Significance of Social Class to Marketing». Journal of Consumer Research, Dec. 1983, s. 265 - 280.
• Kim B. Rotzoll. «The Effect of Social Stratification on Market Behavior». Journal of Advertising Research March 1967, s. 22-27.
• Charles M. Schaninger. «Social Class Versus Income Revisitcd: An Emp-rical Investigation». Journal of Marketing Research, May 1981, s. 192-208.
• Edgar Crane. Marketing Concummunications. John Wiley Inc. New York, 1972, s. 308-319.
• James H. Myers ve VVilliam H. Reynolds, Consumer Behavior and Marketing Management. Houghton Mifflin Co., Boston, 1967, s. 212-216.