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The purpose of this study is to explain how organizations’ institutional forms differentiates to serve their customers who have different socioeconomic status. Customer demands may force organizations to adopt different activities even if they operate in the same industry. Firms may encounter such force in an industry that involves high competition and wide product/customer range. In this respect, structured interviews have been conducted with forty-nine top managers who are working in various jewelry firms. Research pattern of this study is culture analysis. Research data has been analyzed by categorical analysis which is a sub-class of the content analysis. Findings indicate that people who belong to low socio economic status classes and high

i̇şletme araştırmaları dergisi

Müşterilerin Sosyo Ekonomik Statüsü ve Kurumsallaşma: Kuyumculuk Sektöründe Yapılan Nitel Bir Araştırma - Socioeconomic Status of Customers and Institutionalization: A Qualitative Study on Jewellery Sector