Abstract

Bangladesh is one of the least developed countries in South-Asian region, with a per capita annual income of around $ 750. People#x2019;s purchasing power is very low compared to other South and South East Asian countries. People of urban areas are the main customers of branded consumer products in Bangladesh. People of lower middle class are very important in respect of the size to total urban population as well as total consumption in low involvement products. In dividing the total consumer sector some aspects are taken into concern to justify its effect on the buying pattern of this specific class. The consumer class can be divided on the basis of economic condition, social status, basic buying orientation, geographical aspect or some inherent reinforcement. These attributes helps not only to study the buying orientation of different class people but also act as a vibrant and vigorous sours to identify the reaction with the change in situation. 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. Standard textbook on marketing and consumer behavior generally identify purchase occasion, benefits derives, user status, usage rate, brand loyalty, buyer readiness stage etc. as the bases for behavioral basis and a pragmatic way for market segmentation. But there are some other factors that are of great importance to the customer while buying the daily necessity goods. As a result this issue inspired us to consult about those factors that are of value to the people of lower middle class of the metropolitan city Khulna, Bangladesh.