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P. 45
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THE RESEARCH
The Kravets and Sandikci study
encompassed 28 in-depth interviews
and focussed on Turkish consumers’
fashion consumption. Clothing was
chosen as a category since it is
recognised as an area where social
class is expressed.
THE FINDINGS
There were three main patterns of
middle class sensibility:
¦ Best Self Inc. While the developed
world middle class often emphasises
the ideal of being ‘self-made’, the
researchers found that the emerging >>
October 2016 – January 2017 strategicmarketing 43
