2. Introduction
Name : Zeeshan safdar
Topic: Social class

3. Consumer Behavior:
Consumer Behavior is the behavior that
consumers display in search for,
purchasing, using, evaluating and
disposing of product and services.
CB also gives answer like what, when,
where and how they buy, use and
evaluate it after the purchase.

4. Social class:
Social class can be defined as a
hierarchy in which the people are
divided in different groups on the
basis of:
Education
Occupation
Income
Place of residence

5. Characteristics of Social
Class

6. TYPES of social class

7. Characteristics of upper
class:

8. Characteristics of middle
class:

9. Characteristics of poor:

10. Measurement of social
class:
The objective method measures
and analyzes “hard” facts.
The subjective method asks
people what they think of
themselves.
The reputational method asks
what people think of others.

11. Practical study of pak
Suzuki

12. Introduction of pak
Suzuki
The firm was founded in 1983 as a
joint venture between the government
of Pakistan and Suzuki Motor Japan.
Pak Suzuki is the market leader in
Pakistan Automobile Market by
having more than 60%(December,
2011) of market share.

13. Suzuki consumers
Suzuki has been targeting all the
customers falls in Upper, middle and
lower category.
But the middle and lower class
customers are the backbone of Suzuki
market share.
The Suzuki models like mehran and
cultus are the most selling products in
lower and middle class.

14. Statistics market share of Suzuki
consumers
Upper class - -----------------------------15%
Middle class-------------------------------30%
Lower class ------------------------------55%

15. Analyzing Social class
buying process
Suzuki Pakistan always try to launch new
models for all the social class consumers.
The Upper level consumers looks for the
status symbol.
The middle class consumers looks for
the features and safety of the car.
The lower class looks for the fuel
efficiency and low price of the cars.

16. MARKET SEGMENTATION
OF SUZUKI
• Suzuki has segmented its
market in following way
APV AND JIMNY is for
UPPER Class.
Cultus, liana and swift is for
Middle Class
MEHRAN, and VAN is for
LOWER Class.

17. PROMOTION STRATIGIES OF
SUZUKI
 For upper class they only advertise the car
style because the upper class just go for the
car status.
 Middle class concerns for the cars features so
the Suzuki just tells the car features in the
middle range cars advertisements.
 Lower class wants the fuel efficiency and the
price concerns so they mainly focused on the
price during promotion.

18. Online survey from
consumers
In 2010, Suzuki conducted the
online survey from the social class
consumers of Suzuki.
The consumers show concerns
that Suzuki Pakistan often lack
essential features such as airbags,
windshield defogger and back seat
belts.
Suzuki is trying to overcome these
concerns in near future.

19. Target market of Suzuki
Suzuki always try to target the lower and
middle class consumers but from 2010 and
onwards Suzuki changed their strategy and
now also focused on upper class by
introducing the imported cars like APV and
JIMNY. Which increases 7% of market share.

20. SWOT ANALYSIS
STRENGTHS
 Cars for every social
class consumers.
 Good resale value.
 Easily available spare
parts.
 Highest market share.
WEAKNESS
No sports car
model.
Lack of safety
features.
Less focus on
design of the car.

21. Opportunities
Make extra
space for he
CNG cylinders.
Opportunity to
introduce the
electric cars in
the market.
THREATS
Competition from
imported cars of
china and japan.
Increase in fuel
prices

22. From the report concluded that Suzuki
Pakistan is covering all the social class
consumers of Pakistan. They have a wide
range of cars for all the consumers.
Suzuki Pakistan has divided there market
segmentation into lower, middle and upper
class consumers.

23. SUGGESTIONS
THEY should introduce luxury
cars for upper class.
The introduction of Electric cars
for the lower class.
They should add safety features
in the cars.