4 August 2010 16:10
High-end brands charge more for products which have more discreet labelling on them, according to a new study.
A study in the Journal of Marketing found that such items have a premium despite being of the same quality as other products in the company's range, the Australian Daily Telegraph has reported.
The report's authors claim this is because wealthier consumers happy with their social status do not have to display it to others.
There are four types of consumers identified in the study – patricians, parvenus, poseurs and proletarians.
Patricians are the first sort willing to pay the premium for the recognition of those who are equally wealthy and tasteful.
The second type are parvenus who choose the flashiest item in the shop so that everyone knows they can afford it.
Proletarians simply have no interest in labels, while poseurs are likely to be happy with counterfeit versions of the real thing.
Posted by Stanley Jack
