Will Barratt, Ph.D.
Work: Service, white collar, retired
Education: some high school, high school graduate, some college, college degree
Home: Rent, own
Money and money management: low, lower-mid, moderate, above average
Shop: Banana Republic , Victoria’s Secret, True Value, Macy’s, QVC, Lowe’s, Kmart, Wal-Mart, Columbia House, oldnavy.com, Sears, CVS, Walgreens, The Gap
Read: Latina, Elle, fraternal magazines, New Yorker, Ladies Home Journal, Four Wheeler, Family Handyman, Guns and Ammo, science fiction, Car Craft, Fit Pregnancy, North American Hunter, Seventeen, Life & Style, Ser Padres, Ebony
Watch: Tyra, VH1, Wheel of Fortune, The View, One Life to Live, Speed Channel, CBS Early Show, satellite dish, auto racing, WWE Wrestling, Nick at Night, Outdoor Channel, Premio Juventud, Noticiero Univision, El Gordo Y La Flaca, BET
Drive: VW GTI, Suzuki SX4, Ford Taurus, Chrysler PT Cruiser, Kia Borrego, Dodge Ram, GMC Sierra, Chevrolet Colorado, Nissan Titan, Ford F-Series, VW GLI, Suzuki, Toyota Yaris, Nissan Pathfinder
Vacation, play, and travel: play soccer, karate, domestic travel by rail, domestic travel by bus, collect coins, fishing, sewing, camping, movies
Memberships: fraternal order
I have aggregated information from the 15 PRIZM market segments classified as Lower-Mid, by Nielsen to describe the upper-middle social class. PRIZM classifies this group as Lower-Mid, but from a researcher perspective, it is the lowest of three groups in the middle.
Market segmenting makes assumptions about consumption and creates clusters of people based on their consumer characteristics, age, and on where they live. The Nielsen Company has identified 66 PRIZM market segments, 58 P$YCLE segments, and 53 ConneXions segments, and described them by demographics and lifestyle and media traits.
These are not stereotypes, these are consumer behaviors based on research on what people report about themselves. These data are widely used by marketers in the US. The underlying assumption here is that social class is reflected in consumer behaviors. This consumer assumption about social class does not reflect social class as culture or social class as identity.
What are upper-middle class people like?
What are upper-middle-middle class people like?
What are middle-middle class people like?
What are poor and lower class people like?