ABSTRACT
Bangladesh is one of the least developed countries in South-Asian region. People’s purchasing power is very low compared to other South and South East Asian countries. People of urban areas mostly upper class are the leading customers of branded consumer products in Bangladesh. People of lower and middle class are very important in respect of the size to total urban population as well as total consumption in low and otherinvolvement products. In dividing the total consumer sector some aspects are taken into concern to justify its effect on the purchasing pattern of the specific social class. There is no general agreement on how to measure social class. Researchers are also uncertain about the underlying dimensions of social-class structure, to attempt to resolve this dilemma; several approaches are considered, for instance, subjective measures and objective measures. The measurement of social class under the objective measures will be considered to strengthen the study of this report, therefore emphasizing on the single –variable indexes to evaluate the social class membership of the people. It includes occupation, education and income. These attributes helps not only to study the purchasing pattern of different social class but also act as a strong and excitingturns to identify the reaction with the changein situation in the existing world and to better identify future trends in the consumption of these classes.Purchasing patterns and buying behavior of existing and potential customers is of strategic importance for the market success of business organizations. Proper understanding and awareness of this give manufacturers a competitive edge over others who do not have or lack proper understanding and awareness of consumers buying orientation. The chapter on The Family and Social Class from the textbook on Consumer Behavior stresses the types of social class and other functions to understand the relative terms and concepts underlying the topic in...