Lesson about Consumer Behavior delivered during MBA for Business School of the University of Economics in Zagreb

1. Antonio Feraco

2. Economic Forces Politic Forces Law and Rules Technological Forces Socio – Cultural Forces Competitive Forces

6. POSSIBLE INFLUENCES IN THE DECISIONAL PROCESS CONSUMER’S PURCHASE DECISIONAL PROCESS

14. Class (% of population) Behaviour Purchasing characteristics Upper Class (14%) Their annual salary varies from group to group, but they have the similar aims. They believe in the instruction in prestigious private schools. They like a lot goods of high quality. They prefer expensive brands. They spend a lot of money in arts, travels, cinema and theatres, books, tennis golf and swimming pools. Middle class (32%) Usually they are employees, they are considered as white collars; like the prestigious schools. Try always to emulate the upper class. They prefer travels to sports They love fashion goods; use to consult books, specific magazines before purchasing. Spend money for experiences useful for the education of their child Working class (38%) They have a strong feeling for the family, they try to approach to any economic advantage for it (economic sustainment from government). They use to buy car for the family. Like camping, they have strong values, they frequent outlets, off-price stores. They love DIY. Lower Class (16%) Usually they have no work not because of them. Some of them are part of the welfare or homeless, most of times they have strong religious believes, usually they live in the suburbs of the cities. They use to buy goods for their survival; they can transform garbage of the other in living objects.