Are not conspicuous

consumers; purchase or

inherit large homes; buy

conservative clothes;

patronize exclusive ships

and avoid mass

merchandisers; travel

extensively

(a)  

High income and/or newly

amassed wealth;

professionals, high level

business executives, and

owners of large business;

socially mobile and active

community members or

leaders; not socially accepted

by member of the upper

upper class.

(a)  

Display wealth though

highly conspicuous

purchases – large , new

homes; expensive cars,

airplanes, pools and boats;

purchases are ,made at

exclusive department

store.

(a)  

Well educated and

achievement oriented;

professional and middle

management; rather than

simply working they

pursue careers; love in

respectable neighborhoods;

have high expectations at

their children.

(a)  

Buy expensive modern homes

to indicate social position;

purchase products such as

insurance to achieve financial

security; consumption may be

conspicuous but cautious to

ensure that purchases are

socially acceptable; buy high

quality products in the pursuit

of gracious living.

(a)  

Respectability is major

objective; live in modest but

well-kept neighborhoods;

owners of small business;

office workers, semi

professionals, and white

collar workers; conservative,

conforming and achievement

motivated.

(a)  

Own rather than rent

houses; to be respectable,

houses are well maintained

through the purchase of do

it-yourself products,

furniture is bought one

piece at a time and tends to

be moderately priced, they

shop in a wide variety of

stores, joint shopping by

husband and wife is most

common in this class.

(a)  

blue-collar, semi-skilled

workers; seek job security

but do not strive to move up

the social ladder; desire to

enjoy life now; reside in less

expensive neighborhoods;

earn good income

(a)  

live in small houses or

apartments, favor local

brands and tend to be brand

loyal; spend less on housing

and more on household items

such as kitchen appliances;

spend smaller proportion of

income on travel and formal

education ; prefer to shop at

nonexclusive department

stores and at discount

houses.

(a)  

Poorly educated and poverty

stricken; welfare recipients,

unskilled workers plagued by

high unemployment; live in

substandard and slum areas;

perceived by members of

other social classes to be lazy

and apathetic.

(a)  

Purchases are impulsive

rather than planned; often

pay high prices and interest

rates; compared with other

classes they spend a large

proportion of their incomes

on products to improve

personal appearance and less

on formal education and care;

prefer to stop in local stores

where they know the owner

and can get easy credit terms.

(a)