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The American Middle Class in the United States 2009
Mintel, Dec 2009, Pages: 77
With approximately one out of two Americans being middle class, it is vital that marketers understand how the Great Recession has changed their perceptions and buying habits. Some of the key topics covered in this report include:
- How economic challenges are reshaping purchasing behavior
- What motivates the middle class to make a purchase
- An analysis of demographics within the middle class, how their behaviors are different, and which segments are spending more than others
- The middle class’ attitudes towards dining out, health products, entertainment (CDs, DVDs, etc.), and technology
- Specific strategies, tactics, and brand platforms likely to appeal to the middle class
- An examination of strategies used by companies that have succeeded during the recession
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