This document provides an overview of affluent consumers. It finds that affluent consumers have a median age of 47, live in households of 3.25 people who typically own their own home. Their hobbies include golf, theater, and tennis. They spend on home electronics, dining out, art, jewelry, travel, education, and luxury cars. However, they reject the label of "luxury" and see their purchases as reflections of their values and priorities rather than status. They enjoy experiences over material goods and shop at both high-end and discount stores. While occasionally "trading down" on non-emotional items, they will "trade up" on important purchases.
With U.S. soccer fans purchasing more than three times the number of 2014 World Cup tickets than any other visiting country,1 it is evident that the American contingent will be well-represented in Brazil when matches kick off next month. According to foreign exchange specialists Travelex, U.S. fans can save more than $470 on essentials by simply eating, drinking and staying at the right places while attending the World Cup. With tourists expected to see drastically inflated prices in Brazil, insight from Travelex's Grupo Confidence stores in Brazil reveals supporters of the U.S. national team can save big by planning ahead and uncovering hidden gems and local hotspots.
Singapore is a wealthy city state in south-east Asia. Once a British colonial trading post, today it is a thriving global financial hub and described as one of Asia's economic "tigers". It is also renowned for its conservatism and strict local laws and the country prides itself on its stability and security.
The slides include the following
Demographic
Quality of life in singapore
Customer segmentation
Consumer lifestyles
Society and culture
Etiquettes and customs
With U.S. soccer fans purchasing more than three times the number of 2014 World Cup tickets than any other visiting country,1 it is evident that the American contingent will be well-represented in Brazil when matches kick off next month. According to foreign exchange specialists Travelex, U.S. fans can save more than $470 on essentials by simply eating, drinking and staying at the right places while attending the World Cup. With tourists expected to see drastically inflated prices in Brazil, insight from Travelex's Grupo Confidence stores in Brazil reveals supporters of the U.S. national team can save big by planning ahead and uncovering hidden gems and local hotspots.
Singapore is a wealthy city state in south-east Asia. Once a British colonial trading post, today it is a thriving global financial hub and described as one of Asia's economic "tigers". It is also renowned for its conservatism and strict local laws and the country prides itself on its stability and security.
The slides include the following
Demographic
Quality of life in singapore
Customer segmentation
Consumer lifestyles
Society and culture
Etiquettes and customs
By Professor Dr. Ir Ujang Sumarwan, Professor in Consumer Behaviour, Graduate Program of Management and Business - IPB, presented at the International Life Sciences Institute Regional Seminar on Understanding Consumer Behaviour, Jakarta, 11 May 2015
Visit http://lnkd.in/affluent for the full report.
Nearly 90% of the Mass Affluent use Social Media -- To understand how social impacts their financial decision making, LinkedIn teamed up with Cogent Research and found that relevant content is key to driving action among this valuable group.
Download the whitepaper at http://lnkd.in/affluent to learn more about:
- The most valuable outcomes from financial companies on social
- Top content expected from banks, brokerages, and credit card companies
- How content expectations differ by Mass Affluent life stage
Independently researched and drafted a busiiness plan for the creation of a new Mass Affluent banking group targeting the underserved, albeit affluent South Asian population in the United States. Originally prepared in 2004.
View the presentation that was given at Finance Connect Mumbai on Tuesday June 10th by Jennifer Grazel, LinkedIn's Global Head of Category Development - Financial Services.
Understand the Trends in the financial sector around social. Learn about the results from Mass Affluent study for India and global case studies on finance.
A piece I wrote for a talk on The New Culture of Luxury. Exploring how modern brands, platforms, and ideas are influencing the fashion and luxury category.
Experience Mazda Zoom Zoom Lifestyle and Culture by Visiting and joining the Official Mazda Community at http://www.MazdaCommunity.org for additional insight into the Zoom Zoom Lifestyle and special offers for Mazda Community Members. If you live in Arizona, check out CardinaleWay Mazda's eCommerce website at http://www.Cardinale-Way-Mazda.com
STARBRANDS // BUILT TO SHINE: Luxury marketingSOFAMI.PL
Nasz pogląd czyli The Brand Marriage Company na marketing marek i produktów luksusowych a w szczególności ich strategię i budowę pod kątem segmentacji konsumentów dóbr luksusowych.
Our (The Brand Marriage Company) view on luxury marketing.especially luxury brand strategy and brand building in regards to luxury consumers segmentation.
Marketing luxury is a paradox. Luxury defies econometric models. Though the processes by which consumers acquire and consume luxury remain an enigma, luxury brand names and products are highly visible in the marketplace. This slide deck empirically explores the luxury sector, the status of international luxury brands, and how luxury is branded and sold to consumers.
Culture & Money: Univ. BCN class presentationmitra2015
2017-19 Class Presentation (a series of classes) for a University of Barcelona, Barcelona, Spain 4th year undergraduate course:
CULTURAL ASPECTS OF ENGLISH_SPEAKING COUNTRIES
by Prof. Anuradha Mitra Ghemawat
UB Dept. of Language & Literature
By Professor Dr. Ir Ujang Sumarwan, Professor in Consumer Behaviour, Graduate Program of Management and Business - IPB, presented at the International Life Sciences Institute Regional Seminar on Understanding Consumer Behaviour, Jakarta, 11 May 2015
Visit http://lnkd.in/affluent for the full report.
Nearly 90% of the Mass Affluent use Social Media -- To understand how social impacts their financial decision making, LinkedIn teamed up with Cogent Research and found that relevant content is key to driving action among this valuable group.
Download the whitepaper at http://lnkd.in/affluent to learn more about:
- The most valuable outcomes from financial companies on social
- Top content expected from banks, brokerages, and credit card companies
- How content expectations differ by Mass Affluent life stage
Independently researched and drafted a busiiness plan for the creation of a new Mass Affluent banking group targeting the underserved, albeit affluent South Asian population in the United States. Originally prepared in 2004.
View the presentation that was given at Finance Connect Mumbai on Tuesday June 10th by Jennifer Grazel, LinkedIn's Global Head of Category Development - Financial Services.
Understand the Trends in the financial sector around social. Learn about the results from Mass Affluent study for India and global case studies on finance.
A piece I wrote for a talk on The New Culture of Luxury. Exploring how modern brands, platforms, and ideas are influencing the fashion and luxury category.
Experience Mazda Zoom Zoom Lifestyle and Culture by Visiting and joining the Official Mazda Community at http://www.MazdaCommunity.org for additional insight into the Zoom Zoom Lifestyle and special offers for Mazda Community Members. If you live in Arizona, check out CardinaleWay Mazda's eCommerce website at http://www.Cardinale-Way-Mazda.com
STARBRANDS // BUILT TO SHINE: Luxury marketingSOFAMI.PL
Nasz pogląd czyli The Brand Marriage Company na marketing marek i produktów luksusowych a w szczególności ich strategię i budowę pod kątem segmentacji konsumentów dóbr luksusowych.
Our (The Brand Marriage Company) view on luxury marketing.especially luxury brand strategy and brand building in regards to luxury consumers segmentation.
Marketing luxury is a paradox. Luxury defies econometric models. Though the processes by which consumers acquire and consume luxury remain an enigma, luxury brand names and products are highly visible in the marketplace. This slide deck empirically explores the luxury sector, the status of international luxury brands, and how luxury is branded and sold to consumers.
Culture & Money: Univ. BCN class presentationmitra2015
2017-19 Class Presentation (a series of classes) for a University of Barcelona, Barcelona, Spain 4th year undergraduate course:
CULTURAL ASPECTS OF ENGLISH_SPEAKING COUNTRIES
by Prof. Anuradha Mitra Ghemawat
UB Dept. of Language & Literature
Understanding the ConsumerIncome and Social Class1.docxmarilucorr
Understanding the Consumer
Income and Social Class
1
Income and Social Class
Every culture has social hierarchies some more rigid than others
Social Class is an important indicator of how money is spent.
Affects access to resources. Affects taste and lifestyles
“People who occupy different positions in society consume in different ways” (Solomon et al, 2006:428)
Relative value of social class versus income in predicting consumer behaviour:
Social class appears to be a better predictor of purchases that have symbolic aspects (logos)
Income is a better predictor of major expenditures that do not have status or symbolic aspects.
Social class and income data together are better predictors of purchases of expensive, symbolic products.
Income and Social Class
A consumer’s social class refers to his/her standing in society.
Virtually all groups make distinctions among members in terms of relative superiority, power, and access to valued resources.
Every individual senses that he/she is more at home with and more acceptable to some groups than to others
Consumers often use external symbols of status to indicate their position in society; e.g. clothing, store patronage, furniture.
Social Class
Social Class
How do we measure social class?
Income
Family Background
Education
Occupation
Taste - Culture
“[Ones] place in the social structure is not just a determinant of how much money is spent , it also influences how it is spent” (Solomon et al, 2006:433).
Social Class Trends
Social Mobility
Upward/ Downward/ Horizontal
General upward mobility over time
Reasons for upward mobility trend
Small and successful companies
Internationalisation of trade made goods more available and affordable
Global communications/media has increased exposure to and knowledge of goods
Increase in dual income families
Higher educational attainment
Upper/middle classes not reproducing as much as working classes
A basic assumption of economic psychology is that consumer demand for goods and services depends on their ability and willingness to buy.
Discretionary spending only occurs when people are able and willing to spend money on items above and beyond their basic needs.
Consumer confidence or the state of mind, consumers have about their own personal situation, as well as their feelings about their overall economic prospects helps to determine whether they will purchase goods, take on debt or save their money.
Factors Influencing Consumer Spending
Socio-Economic GroupingsAUpper Middle ClassHigh managerial/ professional
e.g.company director, doctor, solicitorBMiddle ClassIntermediate managerial/admin/professionalC1Lower Middle ClassSupervisory/clerical/junior managerialC2Skilled Working ClassSkilled manual workersDWorking ClassSemi-skilled or unskilled workersEPensioners ...
Chapter 12 Income and Social ClassChapter OBJECTIVESWhe.docxcravennichole326
Chapter 12:
Income and Social Class
Chapter OBJECTIVES
When students finish this chapter they should understand why:
1. Our confidence in our future, as well as in the overall economy, determines how freely we spend and the types of products we buy.
2. We group consumers into social classes that say a lot about where they stand in society.
3. Individuals’ desires to make a statement about their social class, or the class to which they hope to belong, influence the products they like and dislike.
Chapter SUMMARY
Our confidence in our future, as well as in the overall economy, determines how freely we spend and the types of products we buy.</title>
<para>The field of behavioral economics studies how consumers decide what to do with their money. Consumer confidence—the state of mind consumers have about their own personal situation, as well as their feelings about their overall economic prospects—helps to determine whether they will purchase goods and services, take on debt, or save their money.
</para></division>
<inst><division id="ch12div1sec02" label="2"><title id="ch12div1sec02.title"><inst></inst>We group consumers into social classes that say a lot about where they stand in society.</title>
<para>A consumer’s social class refers to his or her standing in society. Factors including education, occupation, and income determine the class to which we belong.
</para><para>Virtually all groups make distinctions among members in terms of relative superiority, power, and access to valued resources. This social stratification creates a status hierarchy where consumers prefer some goods to others. Income is an important consideration of social class but it is not a perfect predictor.
</para><para>Factors such as place of residence, cultural interests, and worldview also determine social class. As income distributions change around the world, it is getting more difficult to distinguish among members of social classes—many products succeed because they appeal to a newly emerging group marketers call the mass class (people with incomes high enough to purchase luxury items, at least on a small scale).
</para></division>
<inst><division id="ch12div1sec03" label="3"><title id="ch12div1sec03.title"><inst></inst>IndivInIndividuals’ desires to make a statement about their social class, or the class to which they hope to belong, influence the products they like and dislike.
<para>Conspicuous consumption, where a person flaunts his status by deliberately using up valuable resources, is one way to “buy up” to a higher social class. <emphasis>Nouveau riches,</emphasis> whose relatively recent acquisition of income rather than ancestry or breeding accounts for their enhanced social mobility, are the most likely to do this. We use status symbols to communicate our standing to others. Parody display occurs when we seek display by deliberately avoiding fashionable products.
<para><emphasis></emphasis>
</para></division>
<inst><division id="ch06div1sec04" label=" ...
This document looks at changes in Asia's attitudes to money and wealth. Taken forward, this culminates in an exciting new possibility for the culture of money.
This presentation focuses on the 18 to 35 year-old age group and what their desires are when they travel. It will be of use to those marketing travel products to them or travel advisors seeking to expand their portfolio of clients in this age bracket.
What is Luxury and how do Luxury brands work?
Key trends in the Luxury marketplace
Know vs. Show – the Luxury consumer
The Recession and the Luxury consumer
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
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Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
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Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
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Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
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Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
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"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
1. An Inside Look at theAn Inside Look at the Affluent MarketAffluent Market
Presented by
J.D. Roumeliotis
www.affluencemarketing.ca
1
2. JD Roumeliotis affluence marketing
AFFLUENT DEMOGRAPHICS
Median age 47 (boomer)
3.25 people/household
Own their home
37% have other
residential real estate
(second home)
Fairly even geographic
distribution
Source: Defining Luxury by Laurie Moore-Moore 2
3. Golfers (71%)
Attend the theatre,
ballet or opera (71%)
Play tennis or
racquet sports (40%)
JD Roumeliotis affluence marketing
AFFLUENTS’ HOBBIES
Sample: Home value of $2.5 million
Super Rich Still Spending Despite Less Than Robust Economy 11/6/03
3
4. • Home electronics $1000+ (84%)
• Gourmet restaurant dining
(83%)
• Fine art, oriental carpets or
antiques $1000+ (81%)
• Jewelry $1000+ (68%)
• Vacation travel abroad (65%)
• Paying a child or grandchild’s
private school tuition (62%)
• Wine/champagne by the case
(54%)
• Car $50,000+ (49%)
JD Roumeliotis affluence marketing
AFFLUENTS’ INTEREST
Sample: Home value of $2.5 million
Super Rich Still Spending Despite Less Than Robust Economy 11/6/03 4
5. o Can’t rely only on
demographics to
describe
the affluent
o Need to understand
their common mindset
JD Roumeliotis affluence marketing
DEFINING THE AFFLUENT MINDSET
5
6. Comfort Class
When asked to describe their financial
status, consumers said:
Upper Middle Class 38%
Comfortable 30%
Middle Class 15%
Well off 8%
Affluent 7%
Wealthy 3%
JD Roumeliotis affluence marketing
MINDSET DEFINITION
Frugal Elite
Self-made millionaires in their 30’s,
40’s and early 50’s
“It’s no longer chic to have paid too
much.” Today, consumers want more
for their dollar.
For example, luxury consumers are
shopping at Target as well as Saks
and Neiman Marcus
Source: Traditional Homes 6/04; $150,000+ income Source: New York Times 1/03
6
7. They define luxury on their own terms:
Luxury = Freedom
Freedom = Comfort + Confidence
JD Roumeliotis affluence marketing
CONSUMER DEFINITION OF LUXURY
7
8. • Affluent Americans like the luxury lifestyle but
reject the luxury label
• Only 2% described lifestyle as luxurious and
only 5% said luxury goods make them feel
elite
• Instead, they commonly described
themselves as family-oriented (71%), casual
(41%), and traditional (36%)
JD Roumeliotis affluence marketing
THE AFFLUENT REJECT THE LUXURY LABEL…
Source: San Diego Union-Tribune Nov, 03
8
9. For many, luxury conjures
up images of just the type
of behavior they want to
avoid
Elitism
Stuffiness
Snobbery
Instead, they feel money
affords –
Independence
Security
Comfort
JD Roumeliotiaffluence marketing
…BECAUSE, THEY CLAIM, IT DOESN’T REFLECT THEM
Source: San Diego Union-Tribune Nov, 03
9
10. Percentage saying luxurious describes home or
lifestyle:
Home 23%
Lifestyle 16%
“They do not view luxurious as a descriptor of their
home or lifestyle. Instead, they view purchases and
tastes as important building blocks in their lives and
expressions of priorities, not as frivolous luxuries.”
JD Roumeliotiaffluence marketing
…AND THEY DON’T VIEW LIFE AS LUXURIOUS
Source: Traditional Homes 6/04
$150,000+ annual income
10
11. • Luxury is no longer
about rampant
materialism or getting
that new gadget or
thing to display
• Instead it is the
enjoyment and
experiences that
money can buy.
JD Roumeliotis affluence marketing
ENJOYING THE EXPERIENCE
Source: Chain Store Age Feb, 04
11
12. The current view of
the affluent is that
they’re rooted in
values rather than
badges.
They are more
enlightened, less
materialistic luxury
consumers
JD Roumeliotiaffluence marketing
THEY FEEL THAT VALUES ARE IMPORTANT
Sources: Ad Week Sept, 04
Luxury Brands, 2004
12
13. What do your luxury purchases reflect about you?
JD Roumeliotiaffluence marketing
THEIR PURCHASES REPRESENT THEMSELVES
0% 5% 10% 15% 20% 25% 30% 35% 40%
My social status
My sophistication
My place in the world
My fashion-forward style
My connoisseurship
My true nature
My personal accomplishments
My discerning tastes
My lifestyle
My personal style
13
14. Luxury consumers also
look for outstanding
quality, high performance,
being well worth the
price, etc.
“Don’t tell me it’s status,
don’t tell me it’s a label,
tell me how it’s better.”
So who is buying luxury
goods today?
JD Roumeliotiaffluence marketing
THEY DON’T BUY BASED ON BRAND ALONE
Source: Ad Week Sept, 04
14
15. Luxury consumers
are very diverse and
are coming in from all
points of entry.
JD Roumelioti affluence marketing
LUXURY CONSUMERS ARE EVERYWHERE
Source: Ad Week Sept, 04
15
16. “Affluent consumers are just as likely to shop with
the ‘masses’ at Wal-Mart or Target/Zellers as
they are to frequent Madison
Avenue/Sherbrooke W. boutiques with the
‘classes’.”
“Discounters like Costco and Wal-Mart’s low
prices allow customers to save money on some
items so they can spend more money on
others.”
JD Roumeliotisaffluence marketing
THEY SHOP ‘MASS’ & ‘CLASS’
Sources: Unity Marketing Aug, 04
Financial Times June, 04
16
17. In categories that aren’t emotionally important,
consumers ‘trade down’ or become bargain hunters.
A passionate Mercedes driver will shop at Costco
every weekend
A construction worker who splurges on a $3,000 set
of Callaway golf clubs will buy store-brand groceries
JD Roumeliotisaffluence marketing
OCCASIONALLY, THEY ‘TRADE DOWN’
Source: Pacific Business News May, 04
17
18. In categories that are
emotionally important,
consumers ‘trade up’
and buy luxury
versions of the
products that matter
most to them.
JD Roumeliotisaffluence marketing
THEY ALSO ‘TRADE UP’
Source: Financial Times June, 04
18
19. “Consumers will spend a lot on their home, but
they don’t see it as consumption, they see it as
savings. They consider luxury cars safer and
worth the investment.”
JD Roumeliotis affluence marketing
THE AFFLUENT WILL RATIONALIZE WHEN THEY DO SPEND
Source: Luxury Marketing, Sept. 2006
19
23. James D. Roumeliotis
author, lecturer, speaker & entrepreneurial practitioner/adviser
For my profile/background, kindly visit:
http://about.me/jdroumeliotis
My blog: www.unconventionalbusinesswisdom.org
Twitter: @jdroumeliotis
I encourage you to send me your questions and thoughts at:
jdr@affluencemarketing.ca