Life Style Patterns and Commercial Bank Credit Card Usage

Author(s): Joseph T. Plummer

Source: Journal of Marketing, Vol. 35, No. 2 (Apr., 1971), pp. 35-41
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1249914
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Life

and

Patterns

Style

CommercialBank
JOSEPH T. PLUMMER

Are commercial bank card

users more involved in community activities? Are male
and female users interested
in new trends? What role do
charge cards play in the
user's life style? What are
the aspirations of card users?
Life style research is utilized
in this study to provide new
insights into ways of marketing and advertising bank
charge cards.

Credit

Card

Usage

OMMERCIALbank charge cards are being used by more

American consumers in their purchasing behavior than ever
before. The two major bank credit cards-Master Charge and
Bank Americard-are issued by over 6,000 banks, and each claims
slightly more than 20 million holders.1 The number of users of
bank credit cards is steadily on the increase and has become an
area of consumer behavior that has received recent attention in
the marketing literature.
Two studies by Professors Mathews and Slocum found a number of interesting and useful relationships between social class
and income and the usage of bank credit cards.2 For instance,
they found that "members of the lower social classes tend to use
their cards for installment purposes; upper classes for convenience."3 Further, their results indicated that all users had a
favorable general attitude toward credit; however, installment
users tended to use their cards more frequently. Their study also
indicated that "the upper classes are generally favorable toward
using credit to purchase 'luxury' goods, and the lower class users
tended to use their cards for 'durable' and 'necessity' goods."4
To explain these relationships, Mathews and Slocum invoked
many of the life style differences and value orientations between
social classes that have been found in sociological research. For
example, the finding that installment users place a low emphasis
on saving and do not defer gratification was drawn from sociological studies. These concepts were used to explain the differences found between the lower class' tendency toward installment
purchases and the upper class' tendency toward convenience use.
This article provides additional insights into the differences
existing between users and nonusers of commercial bank charge
cards along "life style" dimensions. However, the evidence in this
case is derived from direct study of the life styles of users and
nonusers, rather than from inferences drawn from measurements of
social class and income segments. Many of the findings concur with
and supplement those of Mathews and Slocum, but some provide
evidence contrary to their results. This study also suggests some
new dimensions for future consideration.
1Paul O'Neil, "A Little Gift From Your Friendly Banker," Life
(March 27, 1970), pp. 48-58.

2 H. Lee Mathews and John W. Slocum, Jr., "Social Class and Commercial

Bank Credit Card Usage,"

JOURNAL OF

cators of Consumer

Credit Behavior,"

JOURNAL

34 (April, 1970), pp. 69-74.

Journal
of Marketing,
1971), pp. 35-41.

Vol.

35

(April,

MARKETING,

Vol. 33

(January, 1969), pp. 71-78; and "Social Class and Income as Indi-

3 Same reference as footnote 2, p. 76.

4 Same reference as footnote 2, p. 75.

35
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OF MARKETING,Vol.

Journal of Marketing, April, 1971

36
Nature of the Study
Data for the present study were derived from
a nationwide survey of activities, interests, and
opinions of female homemakers and male heads
of households---called "life style research."5 The
study was sponsored jointly by the Leo Burnett
Company, Inc., and Market Facts, Inc., and conducted in the fall of 1968. A sample of 1,000
representative female homemakers and a separate
sample of 1,200 male heads of households were
utilized from Market Facts' national mail panels.
The base of usable questionnaires consisted of 858
women and 987 men; the demographic composition
of each sample was very close to U.S. Census figures.
Life style research is designed to indicate the
differences between heavy users and light or nonusers of a product in terms of their life styles or
their activities; i.e., how they spend their time;
their interests; what is of importance in their
immediate surroundings; their opinions; where
they stand on important issues; and their demographics. A wide range of activities, interests, and
opinions is covered in life style research through
300 statements that have been developed from previous research.6 These 300 Activity, Interest and
Opinion statements (AIO's) measure such activities as club membership, community organizations,
hobbies, travel, shopping, work, and entertainment.
The kinds of interests and opinions that are represented in the 300 AIO statements are interest
in their home, their family, and their community,
and opinions on such topics as economics, fashion,
politics, business, and mass media. Each of the 300
AIO statements is rated by a respondent on a sixpoint agreement scale.
Three types of information were collected in
order to determine the differences between product

users and nonusers. First, each respondent indicated his level of agreement along the six-point
scale for each of the 300 AIO statements. Second,
each person specified his "average usage" of over
125 products. In the case of bank charge card
usage, individuals were asked the following question: "Thinking of all members of your family,
how many times in the average month do all members of your family use a bank charge card?"
Finally, the demographics of the respondents were
collected.
From these three sets of data (AIO, demo5 William D. Wells and Douglas J. Tigert, "Activities,
Interests and Opinions," Journal of Advertising Re-

search (in press); and William D. Wells, "It's a

Wyeth, Not a Warhol, World," Harvard Business
Review, Vol. 48 (January-February,1970), pp. 26-30.
6 Wells and Tigert, same reference as footnote 5;
C. C. Wilson, "Homemaker Living Patterns and
Marketplace Behavior-A Psychometric Approach,"
in New Ideas for Successful

Marketing,

J. S. Wright

and J. L. Goldstucker,eds. (Chicago, Illinois: American MarketingAssociation, 1966).

graphics, and product usage), a portrait of the

heavy user of a product was constructed via Pearson Product Moment correlation analysis relating
the level of agreement on each of the 300 AIO
statements and the demographic characteristics
with product usage across the total sample of
respondents. Only those AIO and demographic
characteristics that indicated a significant linear
correlational relationship with product usage were
used to construct the portrait. These significant
correlations indicated the differences, on a probabilistic basis, between heavy users and light or
nonusers of a product. (In the case of bank charge
cards, the light and heavy users were combined
for analysis as each cell alone was quite small for
presentation.) The emphasis in the analysis was
on "clusters" of statements rather than individual
statements, since there was considerable "noise"
in the system, and dependence on a single item
may have been misleading. What constituted a
"cluster" is based partly on judgment of which
similar AIO statements appeared together in the
analysis and on AIO R-factors described in the
analysis by Wells and Tigert.7 In that study a
principal components R-factor analysis was conducted on the 300 AIO items to discover the major
life style dimensions existing in the inventory.
An example of this approach to the analysis
would be to examine the following statements that
differentiated the female user from the female nonuser of bank charge cards:
a. I am an active member of more than one service organization.
b. I would like to be a fashion model.
c. I am a homebody.
d. I do volunteer work for a hospital or service
organization on a fairly regular basis.
On the basis of judgment, statements a and d
seem to be similar in that they appear to be measuring the same phenomenon. Examination of the
R-factor-analysis results by Wells and Tigert supports this judgment since they both load significantly on the factor titled "Community-minded."
This "cluster" of several items provides a more
reliable basis for analysis than do single items.
7Wells and Tigert, same reference as footnote 5.
::~r-:--:;i?:8:~l-:i:
* ABOUT THE AUTHOR. Joseph T.
:-.irZ.
'?:::-'.':B'~::-i--;:l.?jli:jlj~j
:::::::::?::):ii-:(:::i::::i:-::::-`:'i
:.:::::
:::::;:a::::i::
:~':t";r:::::
:I'~'::;~i
Plummer is manager of copy and cre.'."
?
ative research at Leo Burnett Com::::~~:i::i:::
pany, Inc., Chicago. He received his
PhD in communications from The Ohio
:::::::??
::::::
:
I:::::l::::::::::i:lr
?:;:::
::::-:::-:
:::::::--::
State University in 1967. Dr. Plummer
?---;:
.;::
has published articles in the Journal -:::;::
::::::::::::
of Broadcasting and Educational Broad- ::1::::~
cast Review.
Dr. Plummer has been involved in
several national studies on the life
style of consumers and applications of these findings in the
creation of more effective communication.

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Life Style Patterns and Commercial Bank Credit Card Usage

37

TABLE 1
DEMOGRAPHICCHARACTERISTICS
OF
BANK CHARGE CARD USERS AND NONUSERS

Male Sample
User
Indexa

Users
(183)

Nonusers
(804)

Female Sample
Total
(987)

User
Index

Users
(150)

Nonusers
(708)

Total
(858)

1967
User
Index

Under 25
25-34
35-44
45-54
55+
Less than high school
High school graduate
College
Under $4,999
$5,000-$7,999
$8,000-$9,999
$10,000-$14,999
$15,000 and over

57
124
95
110
87
44
97
147

4%c,4
26
21
22
26
12*
38
50*

8%
20
22
19
31
30
40
30

7%
21
22
20
30
27
39
34

109
121
104
95
63
67
103
118

12%
23
24
19
17*
14*
41
45*

11%7(
19
21
20
29
24
40
36

19
23
20
27
21
40
38

104
140
130
65
70
70
97
127

44
100
94
128
157

11*
19
16
32*
22:

25
22
17
24
12

25
19
17
25
14

67
58
106
157
131

16*
14
17
36*
17*

24
19
15
20
12

24
24
16
23
13

42
79
90
148
130

Craftsman
Clerical and Sales
Managerial
Professional
Other

82
100
104
145
109

32"
16
24
16*
12

41
15
23
10
11

39
16
23
11
11

94
121
86
190
71

29
17
18
19*
17*

32
13
21
9
25

31
14
21
10
24

80
112
90
173
77

11%

NOTE: *Significant at the .05 level, using "t" test for significance of two sample proportions (two-tailed test).

% of segment who are users ). The higher the User Index for a demographicsegment the
(User Index
%0of segment in total sample
more overrepresentedis that demographicamong users than its representationin the total sample which suggests
richness of potential.
a

The Findings
Seventeen percent of the life style sample were
users of bank charge cards. Ten percent used their
charge card less than three times in an average
month, and 7% used their card three or more
times in an average month. This 17% corresponds
with a comparable usage figure of 12% in the
1967 life style study. The percentage of bank
charge card users is quite small, however, when
compared to more established credit cards, such
as gasoline cards, which are carried by 62% of
the sample.
Table 1 sets forth the demographics of male and
female card users and discloses that a surprising
proportion did not go beyond high school and earn
less than $8,000 a year. This point was also expressed in the previous studies by Mathews and
Slocum.8 However, when one examines the card
usage of the demographic segments relative to
their representation in the total sample, it is evident that card usage is considerably greater among
people with higher incomes and better education.
This fact is illustrated by the large proportional
differences between users and nonusers as shown
in the User Index column in Table 1. Thus, in
terms of potential markets, the data suggest the
richness of potential among higher income, better
educated, and more professional demographic segments.
8 Same reference as footnote 2, pp. 73 and 71.

The Male Bank Charge Card Users

These individuals lead an active, urbane, and
upper socioeconomic style of life congruent with
their higher income, position, and education. This
type of person agrees with many statements, more
than the nonuser, which seem to typify the popular stereotypes of the successful man on the rise
as shown in Table 2.
The picture of the suburban businessman arriving home from the office and having a cocktail,
settling down to a nice meal, and then going off
to various activities is reinforced by his agreement
with the following statements:
"I would rather live in or near a big city than
in or near a small town."
"I often have a cocktail before dinner."
"We often serve wine at dinner."
"I do more things socially than most of my
friends."
"I enjoy going to concerts."

"I like ballet."

"I like to think I am a bit of a swinger."
And his disagreement relative to nonusers with
the following statements:
"I stay home most evenings."
"There are day people and there are night people. I am a day person."
"My days seem to follow a definite routine such
as eating meals at a :regular time."
All of these statements were found to significantly

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38

Journal of Marketing, April, 1971

TABLE 2
CROSS-TABULATIONRESULTS OF AIO AGREEMENT
WITH MALE BANK CHARGECARD USAGE

Card Users
Definite
and General
Agreement
25%
27
53
36
56

#
8.
10.
17.
18.
23.
24.

Noncard Users
Definite
and General
Agreement
17%
41
21
26
42

Statement
I enjoy going to concerts.
A woman's place is in the home.
In my job I tell people what to do.
I am a good cook.
My greatest achievements are ahead of me.
I buy many things with a charge
or credit card.
39
22
29. We will probably move once in the
next five years.
46
37
39. Five years from now the family income will
71
probably be a lot higher than it is now.
60
42. Good grooming is a sign of self-respect.
52
71
53. There is too much advertising on TV today.
59
70
70. Women wear too much make-up today.
43
51
74. My job requires a lot of selling ability.
51
37
77. I like to pay cash for everything I buy.
26
67
86. Television is a primary source of our
entertainment.
25
40
94. Investing in the stock market is too risky
for most families.
47
56
109. To buy anything other than a house or car
on credit is unwise.
29
47
117. Young people have too many privileges today.
52
64
112. I love the outdoors.
54
76
126. There is too much emphasis on sex today.
52
64
130. There are day people and there are night
58
people; I am a day person.
69
135. I expect to be a top executive in the next
ten years.
44
27
152. I am or have been president of a society
or club.
51
36
174. I would like to have my boss' job.
42
33
175. A party wouldn't be a party without liquor.
29
17
177. I would rather live in or near a big city
than in or near a small town.
46
34
183. I often bet money at the races.
18
8
184. I like to think I'm a bit of a swinger.
38
26
194. I stay home most evenings.
62
71
198. Advertising can't sell me anything
I don't want.
55
68
200. I often have a cocktail before dinner.
36
20
202. I like ballet.
26
16
209. When I must choose between the two,
I usually dress for fashion, not comfort.
19
10
214. Liquor is a curse on American life.
34
49
217. Movies should be censored.
41
57
218. I read one or more business magazines
34
regularly.
18
230. I am active in two or more service
organizations.
28
17
248. I do more things socially than most
of my friends.
19
10
269. We often serve wine with dinner.
30
16
272. I buy at least three suits a year.
25
11
273. Playboy is one of my favorite magazines.
25
16
275. I spend too much time talking on the
telephone.
31
17
282. It is good to have charge accounts.
33
21
283. Hippies should be drafted.
48
61
286. When I think of bad health, I think of
doctor bills.
31
46
290. My days seem to follow a definite routine.
47
58
NOTE: All differences are significant above the .05 level based on Chi-square tests
of significance.
differentiate him from the nonuser at
He is a busy, young businessman
who knows where he is going since he
"I expect to be a top executive within

the .01 level.

on the rise
agrees with:
the next ten

life style patterns reinforce the idea of the "upper

"I spend too much time on the telephone." These
life style patterns reinforce the idea of the "upper
middle and upper class" conceptualized by Mathews

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Life Style Patterns and Commercial Bank Credit Card Usage

and Slocum as being people who "concern themselves with individuality and achievement. Such
people are highly trained and are responsible for
decisions affecting other persons."9
The male charge card holder is aware of appearance and strives to maintain an appearance congruent with his work. He says, "I buy at least
three suits a year"; "When I must choose between
the two, I usually dress for fashion, not for comfort"; and "I would consider using a hair spray
intended for men." This dimension suggests that
appearance is central to the man's life style, and
from within this life style the purchase of a large
amount of clothing such as fashionable suits is not
functioning as a "luxury." It is a part of his life
style and necessary for the role he is playing when
interacting with others, which requires a certain
level of appearance. Within other life styles, this
particular dimension might function as a "luxury"
as discussed in the previous study. Thus, the above
finding suggests that to generally conceptualize
consumer goods as being either "necessity" or
"luxury" without taking into account various styles
of life could sometimes be misleading.
A finding from the previous study that appears
to receive additional support is that users perceive
credit cards as providing a convenience over cash
in every transaction. The user says significantly
more than the nonuser: "I buy many things with
a credit card or a charge card," and tends to disagree with the statement, "I like to pay cash for
everything I buy."
Nothing thus far supports the findings by
Mathews and Slocum that, "the upper classes' quest
for distinction

. . . is a salient

factor

affecting

their credit-buying philosophy."'1 The life style

data suggest that their primary orientation toward
credit cards is as a convenience-a satisfactory
substitute for cash-and not that the cards permit
the purchase of items to aid their quest for distinction which could not be obtained otherwise.
An interesting dimension of the user's life style
emerges that was not brought out by Mathews and
Slocum and that may be a salient factor in his
usage and credit philosophy. Since commercial bank
charge cards are a contemporary form of purchasing goods, persons with very strong traditional
orientations, regardless of their class or financial
status, might reject this contemporary, almost abstract, form of financial transaction. The male user
supports this concept in that he disagrees more
than the nonuser with such traditional, conservative values as: "A woman's place is in the home";
"There is too much emphasis on sex today";
"Young people have too many privileges today";
"Movies should be censored"; and "Hippies should
9 Same reference as footnote 2, p. 72.
10 Same reference as footnote 2, p. 75.

39

be drafted." This individual is also willing to take

certain risks and does not always need ultimate
security. This orientation is indicated in his disagreement with, "Investing in the stock market is
too risky for most families"; "It is important to
shop around a lot before buying a car"; and "To
buy anything other than a house or car on credit
is unwise." Clearly this notion of "traditional, conservative" versus "contemporary, risk-oriented" as
a determinant of charge card usage and philosophy
needs further research.
The final two life style dimensions emerging
from this study are that the male user tends
to belong to several organizations, and he considers reading a source of information and entertainment. He is involved with organizations outside his job, as indicated by his statements, "I am
or have been the president of a society or club,"
and "I am an active member of more than one
service organization." Perhaps indicating where to
reach the male charge card holder in magazines,
he tells us that "Playboy is one of my favorite
magazines," and "I read one or more business
magazines regularly."
The Female Bank Charge Card User
The female user also leads an active, upper
socioeconomic style of life, belongs to social organizations, and is concerned with her appearance. The
picture of the suburban housewife seems to fit her.
However, several differences are worth examining
since they have some bearing on charge card usage.
Two of the most pronounced differences are that
the female charge card user shows a number of
fantasies of potential roles or activities and tends
to be less interested in housework than the nonuser. Table 3 presents the significant AIO statements that differentiate the female card user from
the nonuser. From the 25 statements that related
to the female charge card user in the 1967 life
style study, 19 statements also appeared in the
1968 study and are noted in the table.
The fantasy-orientation of the female user is
indicated in dreams of travel, luxury items, and
self-aspirations. Such fantasies are shown in her
tendency to agree significantly more than the nonuser with the following statements:
"I would like to spend a year in London or
Paris."
"I would like to take a trip around the world."
"I would like to own and fly my own airplane."
"If I had my way, I would own a convertible."
"I would like to be an actress."
"I would like to be a fashion model."
Whether this is pure fantasy or not, one can only
conjecture. Her life style and socioeconomic status
permit thoughts (or fantasies) about many potential options. A different life style and lower status
would prevent her from ever considering such

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40

Journal of Marketing, April, 1971

TABLE3
CROSS-TABULATIONRESULTS OF AIO AGREEMENT

WITH FEMALEBANK CHARGECARDUSAGE

Card Users
Definite
and General
Agreement

Noncard Users
Definite
and General
Agreement
32%

Statement
#
8. I enjoy going to concerts.a
41%
14. The next car our family buys will
32
18
probably be a station wagon.
19. I usually have my dresses altered to
52
the latest hemline levels.a
39
13
27
22. There should be a gun in every home.
24. I buy many things with a credit
64
or charge card.a
28
17
7
41. If I had my way, I would own a convertible."
17
45. I would like to own and fly my own airplane.
10
22
10
55. I would like to be a fashion model.
70
57
62. I would like to take a trip around the world."
51
42
73. I enjoy going through an art gallery.
33
64
77. I like to pay cash for everything I buy."
81. I bowl, play tennis, golf or other active
28
14
sports quite often.,
16
6
84. I would like to be an actress.
47
37
101. I have more than ten pairs of shoes.
109. To buy anything other than a house or car
21
36
on credit is unwise."
44
29
123. Our family travels quite a lot.'
55
41
125. I belong to one or more clubs.
127. I must really admit I don't like
40
32
household chores.
29
16
141. I like to play bridge.
22
33
146. I like to be considered a leader."
28
40
151. I'd like to spend a year in London or Paris."
157. I would rather spend a quiet evening
31
45
at home than go out to a party.
165. I would like to know how to sew like
68
77
an expert.
177. I would rather live in or near a big city
47
28
than in or near a small town.a
5
16
183. I sometimes bet money at the races.
24
11
184. I like to think I am a bit of a swinger."
44
58
188. I am a homebody.a
63
194. I stay home most evenings.
73
21
9
200. I often have a cocktail before dinner.
18
202. I like ballet.
27
213. I like danger.
3
13
223. I do volunteer work for a hospital or
service organization on a fairly regular basis.a
11
27
230. I am an active member of more than
16
one service organization."
26
237. I enjoy most forms of housework.
36
47
248. I do more things socially than most
of my friends.a
23
11
258. Clothes should be dried in the fresh air
and sunshine."
26
37
269. Movies should be censored.
55
65
270. I would like a maid to do the housework.
41
27
282. It is good to have charge accounts."
41
62
"Statements appearing in both the 1967 and 1968 studies.
NOTE: All differences are significant above the .05 level based on Chi-square tests
of significance.

thoughts. Her daily life appears full since she is

involved in many activities outside the home. This
active daily life is reflected in her agreement with
the following statements:
"I bowl, play tennis,
golf or participate in other active sports quite
often"; "I like to play bridge"; "I enjoy going
through an art gallery"; and "I enjoy going to
concerts." This variety of activities indicates a
woman who not only possesses energy but also has
some very specific cultural interests. One other side

of her active life outside her home is her interest

in organizations. She says, "I am an active member of more than one service organization," and
"I do volunteer work for a hospital or service
organization on a fairly regular basis." It also
appears from the agreement levels that these latter
activities are something she has a certain commitment to rather than just "one more activity."
When examining the total profile of the female
charge card holder, one receives the impression of

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Life Style Patternsand CommercialBank Credit Card Usage

a woman who views her role of housewife as that
of managing and purchasing as opposed to the
more traditional view of a housewife's duties; i.e.,
cleaning, cooking, and caring for children. This
role seems congruent with the usage of charge
cards because she tends to control many aspects of
purchasing, as contrasted with the concept of an
allowance for only necessities given the housewife by the husband. Adding to this view of her
role, we see that in contrast to the nonuser of
charge cards, she places less value on the more
traditional skills of the housewife. She tends to
disagree with "I would like to know how to sew
like an expert"; "I enjoy most forms of housework"; and "I am a homebody." She tends to
agree more than the nonuser with "I would like
a maid to do the housework" (which reflects a
"managerial" point of view), and "I must admit
I really don't like household chores." It appears,
therefore, that this woman has a more contemporary view of the role of a housewife congruent
with her life style, income, and better education
when compared to the nonuser of charge cards.
Like her male counterpart, the female charge
card holder also reflects a risk-orientation and a
calculation of the future which might have some
bearing on credit card usage. If a person is concerned with only the present and overextending
himself, and not with the process of active acquisition, then he does not generally own a credit
card. Both life styles appear to be an outcome of a
stage in the life cycle of many affluent families in
today's society, and the use of a credit card appears
to fit into this pursuit of the "good life." This
dimension was not brought out in the previous
studies by Mathews and Slocum. Viewed from within
this life style, the credit card, as a function in their
lives, does not appear to allow individuals to acquire goods and services they might ordinarily
have to do without, but rather allows them to
acquire these items in a more convenient, contemporary manner.
Summary
This study of the male and female user of commercial bank charge cards permits an analysis of
their life styles beyond basic demographic and
purchase data and has reinforced certain findings

41

of the previous studies by Mathews and Slocum.

It has also gone beyond the previous studies to
suggest some additional considerations about this
"product." The basic demographic and usage data
indicate a surprisingly widespread use of commercial bank charge cards across many demographic
segments of the population. From the standpoint of
potential market segments, however, the higher
income, better-educated, middle-aged, and professional segments are more prominent on the user
index scale.
In addition to defining these demographic segments more clearly, this study depicts certain aspects of credit card users' life styles. In particular,
it notes their contemporary thinking, risk-orientation, and service organization affiliations that may
or may not be characteristic of the majority of
these demographic segments. The life style portrait of the users indicates an active, upper socioeconomic, urban-suburban life style with many interests outside the home. Both the male and female
user indicate a convenience-orientation toward credit
cards as a satisfactory cash substitute.
The previous studies' conceptualization of the
upper-middle and upper classes as "achievementoriented" and as "decision makers" appears to be
supported and made more explicit in the present
study of users' life styles.
This study has also revealed a hypothesis that
did not emerge from the previous studies. It indicated that users of commercial bank charge cards,
in contrast to nonusers, exhibit a "contemporary
state of mind" and a rejection of conservative,
traditional concepts. This is possibly a major
detriment to usage beyond specific demographics
or class variables. An adjunct to this hypothesis
is the concept that the definition of a "luxury purchase" must be viewed from within various life
styles and roles rather than broadly categorized for
all groups.
Therefore, traditional concepts of money (i.e.,
financial transactions should be made in cash) and
a conservative orientation toward one's life style
may be major barriers to usage of bank cards
which marketing and communications should seriously consider. These dimensions should be utilized along with social class and income data as a
basis for marketing planning.

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