LECTURE - Social classes
Class A - Professionals such as doctors, lawyers and dentists, chartered architects and engineers. Individuals with a large degree of responsibility such as senior executives and senior managers, higher grade civil servants and higher ranks of the armed services.
Class B - University lecturers, heads of local government departments, executive officers of the civil service, middle managers, qualified scientists, bank managers, police inspectors and senior ranks of the armed services.
Class C1 - Nurses, technicians, pharmacists, salesmen, publicans, clerical workers, clerical officers within the civil service, police sergeants and constables and senior non-commissioned officers within the armed services.
Class C2 - Skilled manual workers who have served apprenticeships, foreman, manual workers with special qualifications such as long distance lorry drivers, security officers and non commissioned officers within the armed services.
Class D - Semi-skilled and unskilled manula workers, including labourers and people serving apprenticeships, clerical assistants in the civil service, machine minders, farm labourers, laboratory assistants, postmen and all other members of the armed services.
Class E - Pensioners, casual workers, long-term unemployed people, and others with relatively low or fixed levels of income.
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LECTURE - VAL categories
Actualisers
- Successful individuals.
- Great deal of money.
- Image is seen as a reflector of taste and character, not of power or status.
- Interested in social issues.
- Amenable to change.
- Practical.
- Value functionality and durability.
- Mature, financially comfortable.
- Satisfied with lives and situations.
- Open to social change.
- Career-oriented.
- Value stability and structure, self-discovery, intimacy.
- Purchases gain image reflecting their success.
- Love to spend.
- Young, impulsive, enthusiastic.
- Willing to try new things and take risks.
- Highly principled, conservative consumers.
- Purchase well-known brands.
- Similar to fulfilleds but with less money.
- Like achievers but with less money.
- Concerned about opinions of others, desire approval.
- Like experiencers.
- Active, self-sufficient.
- Have to struggle to make ends meet.
SENSES OF BUYING
Martin Lindstrom is a Danish marketing guru who pioneered a three-year, $7 million dollar study that used the latest in brain scan technology to peer into the minds of over 2,000 people from around the world. The aim was to find out why we buy. The results were strangely surprising and involved the five senses we know so well.
Sound
Smell
Sight
Taste
Touch
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POP-UP SHOPS
Pair modern design’s top talents and television’s most provocative shows and you get none other than Metropolitan Home’s Showtime House. Set in a pair of $25.5 million penthouses within Manhattan’s Tribeca Summit, this 14,000-square-foot dream space has become the creative playground for 14 of the world’s top architects and designers.
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SAMPLE TARGET MARKETS
