Lifestyle Marketing: Reaching the New American Consumer

By Ronald D. Michman; Edward M. Mazze et al. | Go to book overview
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Social Class and Targeting the Changing Lifestyles of the Asian, Jewish, and Italian Markets

The American consumer is part of an open class system where there are greater opportunities for social mobility than geographic mobility. It is impossible to find the perfect ethnic mix in any metropolitan area in the United States. The large coastal cities have above average minority and ethnic representation while the cities in the Midwest or South are disproportionately white or African-American with small pockets of ethnic groups such as Asian, Jewish, or Italian. Most consumers view themselves as middle class and often purchase products with the symbols and attraction of the next class up. Occasional splurging and treating oneself to the best or premium brands are methods consumers use to separate themselves from their peers. Marketers frequently design advertisements for premium or status products that are sensual and provocative and express elegance.

There are many determinants of social class than just income alone. They include education, occupation, and housing. Although regional location does develop some disparities, people within a particular social class are more likely to interact with one another than with members of different social classes.

Many Americans do not like to think about social class. However, the distinctions between social classes are becoming sharper since more and more two-income families emerged and there is a propensity for college graduates to marry one another and have higher income occupations. Distinctions between social classes can lead to


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Lifestyle Marketing: Reaching the New American Consumer


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