PAZAR BÖLÜMLENMESİNDE KULLANILAN SOSYAL SINIF KURAMININ YAPISI VE GELİŞİMİ

Özet

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.