Marketing Below the Median

This article discusses ways of marketing to people in lower income groups, specifically those below the median U.S.
household income of $50,000. This group are almost as likely as those "above the median" to describe themselves as a positive person. Differences between the two groups are also discussed: debt is a much bigger concern, and price of goods and services is much more important to those below the median. The group also tends to be sceptical on the trustworthiness of information from firms, and shows a preference for familiar and "comfortable" brands. Conversely, they are less likely than those "above the median" to care about what a brand says about them. To keep the group "on board", brands...

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