Class Differences in Consumer Behavior
Class Differences in Consumer Behavior
Harrods and Sharper Image
Two firms that seem to have successfully targeted the upscale consumer are Sharper Image at http://www.sharperimage.com and London-based Harrods at http://www.harrods.com. Sharper Image specializes in cutting-edge electronics and gadgets that you cannot find in traditional electronics retailers. Harrods is a world-famous department store. After reviewing the above Web sites, decide:
Which company is best positioned to appeal to (a) middle class consumers and (b) downscale consumers?
How would social class differences influence (a) product lines and styles, (b) advertising media selection, (c) the copy and communication style used in the ads, and (d) payment policies?
Would expansion be a good idea for both or either of these two firms? Explain.
The solution discusses Harrods and the Sharper Image and how different classes of consumers shop at these stores.
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