Income, social class and consumer behaviour: A focus on developing nations

Mohammad Ekhlaque Ahmed, Marium Mateen Khan, Nayyer Samad

Research output: Contribution to JournalArticlepeer-review


This paper aims to introduce readers to the fundamental concepts of income and social class and how they influence consumers' buying decisions and marketing strategies. It attempts to provide an understanding of the theoretical framework used for social classification and the practical implications of these classifications in the marketplace, with particular reference to developing and emerging economies. The paper also allows readers to gain familiarity with the tools and processes currently used by marketing professionals for analysing market opportunities in terms of income and social class, and help develop a customer-centric marketing approach based on attractiveness of social class as opposed to transaction-oriented marketing focussing on income only.
Original languageEnglish
Pages (from-to)6683-6706
Number of pages24
JournalInternational Journal of Applied Business and Economic Research
Issue number10
Publication statusPublished - 1 Oct 2016


  • Consumer behaviour
  • Developing economies
  • Income
  • Social class


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