Whether Fitzgerald was on to something with that statement "the rich are different from you and me" is an old question. However, that could be a valid observation concerning one aspect of wealth -- the buying habits. Traditionally, marketers have always desired to reach this market, largely because the affluent consumer has more disposable income than the average consumer. Tracking the desire of the affluent consumer, however, is somewhat hindered by certain problems of definition, the first being just who is considered affluent?
In the United States, for instance, the number of U.S. millionaires is increasing at roughly 20 times the rate of the population as a whole. By the end of 1996, there were more than 4.8 million households whose net worth -- excluding the value of their primary residences -- exceeded $1 million. That is an increase of 118 percent from 1992, according to Payment Systems Inc. (PSI) of Tampa, Florida. One of the more accepted figures is that analysis determined by Mendelsohn Media Research Inc. that claims households earning between $70,000 and $99,999 annually were "marginally rich," those earning $100,000 to $249,999 were "comfortably rich," and those earning $250,000 or more were rich.
Luxuria Marketing
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Alice.