Elissa_Chp4

The influence of social class on consumer behavior has always intrigued me, particularly within the upper class. Consumers from a high social class obviously have more disposable income, so they are more likely to choose a more expensive product. More interestingly, they are more likely to be very brand loyal and to be influenced by their friends' purchases. This article notes that the desire of upper class Americans has shifted in recent years, with a new emphasis placed on the most expensive "gear" - often not used for its intended purpose (e.g. expensive, high-tech hiking boots to wear to the grocery). The writer explains how this effects product development and advertising strategies when catering to modern upper class Americans, "Businesses targeting these customers need to find ways to innovate their products to offer enhanced performance or features. Moreover, their advertising and branding techniques have to reinforce the product as being of professional quality and superior performance."http://www.gaebler.com/Strategies-for-Selling-to-Upper-Class-American-Society.htm