Question

Provide the name of two furniture stores: one catering to upper-middle class consumers and the other to lower class consumers. Assume that you are the Marketing Director; how do social class differences influence each store’s: (a) product lines and styles, (b) advertising media selection, (c) the copy and communication style used in the ads, and (d) payment policies?

Answer 1

Furniture store catering to upper-middle class consumers: Pottery Barn

Furniture store catering to lower class consumers: IKEA

(a) Product lines and styles:

Furniture store catering to upper-middle class consumers: distinctive, unique, customized, highly styled, modern, and artistic.

Furniture store catering to lower class consumers: more traditional, comfortable, utilitarian and sturdy.

(b) Advertising media selection:

Furniture store catering to upper-middle class consumers: This class of consumers considers their homes as a reflection of their status and prestige, and thus they also place a symbolic value to their furniture. The advertising media used by them should highlight the complete home environment their furniture can offer. Hence, print publication, signage, product placements, internet ads, etc. are used.

Furniture store catering to lower class consumers: this class is more concerned with durability, conformation to norms, and practical aspects of their furniture. Hence, the preferred media here can be internet, TV and radio ads.

(c) The copy and communication style used in the ads

Furniture store catering to upper-middle class consumers: the copy and communication or their ads need to communicate more than furniture features; they need to communicate status and class. Hence, elite language, communicating total experience, and atmosphere are used.

Furniture store catering to lower class consumers: these ads need to simply communicate the affordability, usability and durability of their furniture. Hence, these ads should use simple, straightforward language focusing on the customer’s immediate experience.

(d) Payment policies:

Furniture store catering to upper-middle class consumers: This class doesn’t hesitate in complete payment upfront; hence payment policies can offer discounts or additional purchase/service benefits to encourage cash payments or personal checks over credit card payments, to minimize store’s credit card company fee.

Furniture store catering to lower class consumers: since this class might be strained for immediate finances, or hesitate to invest big amounts in one go, the payment policies should offer installment payment plans and lay-away and other financial options.