Upper-Middle Class Vs. Lower Class Product Differentiation
Upper-Middle Class Vs. Lower Class Product Differentiation
When it comes to different class levels each individual will be looking for a different type of product as well as have different views on particular products. Between the Upper-Middle Class and the Lower Class there are substantial differences, especially when it comes to the purchase of particular pieces of furniture. For this reason two furniture stores that target different social classes will have to develop different strategic plans
The Upper Middle-Class tends to be achievement and professional oriented. This means they tend to have a higher level of education along with higher professional achievements. Most upper-middle class individuals tend to be corporate managers, business owners, doctors, lawyers, and professors. When advertising to these individuals it is important to keep in mind that quality plays a greater role in purchase decisions rather than quantity. Upper-middle class individuals will be more likely to purchase a solid wood piece of furniture instead of a piece that has a fake laminate finish. One other important aspect to think about is the advertising to this social class. It is more likely that these individuals will be reading books and newspapers and not wasting time on Facebook or watching TV. This should signify the use of ads through these medias and if TV ads are to be run they should be on the news and or business oriented channels. When making commercials and ads directed towards the upper-middle class the ads should be kept simple since simplistic items are viewed as a more upscale product. Finally when it comes to the method of payments it is likely that financing will not be an issue for this social class so advertising financing options could possibly turn down potential customers because they will not want to associate themselves with a lower social class.
The Lower Class, also known as the “working class”