How would you use the research evidence on affluent households presented in this chapter to segment the market for (a) home exercise equipment, (b) vacations, and (c) banking services?

| May 21, 2014

How would you use the research evidence on affluent households presented in this chapter to segment the market for (a) home exercise equipment, (b) vacations, and (c) banking services?

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Select two households featured in two different TV series or sitcoms. Classify each household into one of the social classes discussed in the text, and analyze its lifestyle and consumption behavior.
Under what circumstances would you expect income to be a better predictor of consumer behavior than a composite measure of social class (e.g., based on income, education, and occupation)? When would you expect the composite social class measure to be superior?

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