Cultural Influence 263
core characteristics of Indian consumers, after integrating all the cultures, are achievement
orientation, independence; focus on freedom and energy, and emphasis on healthy living.
After understanding the cultural nuances, let us now comprehend the social elements that
aect consumer behavior.
Meaning of Social Class
Social class is related to the socio-economic background of individuals, which influences their
behavior. This class specifically means that one class of people is higher than the other class
as they follow the “social class hierarchy” system. These social classes have dierent lifestyle
experiences, outfits, and eating habits (Jackman, 1979; Holland, 1981; Wright, 2003; Selwyn
& Miyamura, 2013). These classes ...