ABSRACT
In the theory of marketing and consumer behavior, the concept of social
class has been one of the external factors that influence consumer/buyer
behavior. This reveals that the market behaviors of individuals are closely
related to their social class. To this end, social class determines the
purchase pattern and brand preference for similar social class members.
More so, social class determines the type and quality of products that a
class member can buy and use, the choice of brands and products
decisions. Beyond that, people within a social class are similar to each
other; this similarity is not only witnessed in terms of their income,
occupation, and education but also in their values, attitudes, lifestyles, and
behavioral pattern. However, the essence of this study is to ascertain the
influence of social class on the purchase of selected brewery products in
Nigeria with particular reference to selected Nigerian Breweries Plc brands
– Gulder, Star, Maltina and fayrouz. Some of the objectives of the study
seek to find out the effects of social class on products’ purchase pattern,
ascertain the influence of social class on brands preference, and determine
the impact of social class on consumer/buyer behavior. The researcher
used the survey research design.
Data were collected mainly from primary
source. A total of 288 copies of questionnaire were distributed to
respondents. In carrying out this study, four (4) hypotheses were
formulated and tested using the chi-square (X2) statistical tool. The
findings of the study showed that social class has significant effects on
products’ purchase pattern especially Gulder, star, maltina and fayrouz;
that social class influence brands preference; that social class has
