Stratification in consumer behavior research: A re-examination

Abstract

The role of the stratification concept in consumer behavior research is examined and compared to its sociological foundations. Misapplications of the concept in consumer research along with weaknesses in methodology, hypothesis formulation and criterion variable selection are identified and remedies suggested. Strengths and weaknesses of different stratification scales for consumer research are assessed and the key issues involved in stratification research are illustrated by reviewing the stream of stratification and consumer research in the area of banking behavior.