Even though consumer researchers can categorise members of a society into different social classes, they have found that values, attitudes and behaviour are essentially the same in all social classes.

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Consumer researchers have found that values, attitudes, and behavior differ among social classes. While members of a particular class may share some characteristics, there are also significant differences within each class that affect their consumer behavior. Therefore, it's essential to consider social class as a factor when analysing consumer behavior.

Even Though Consumer Researchers Can Categorise Members of a Society