User talk:Sam27824

Q1. Is wine a product that can be segmented by social class? Discuss fully. Answer. Importance of social class in market Social class is extremely powerful basic determinant in the theory of buyer behavior and also in consumption behavior. Market behavior of individuals is related to social class. A status hierarchy in which all individuals and groups are classified on the base of financial achievement and accrual of wealth. Social  class refers to a particular level in the hierarchy. Social class often considered more valuable than income in segmentation.

Yes wine can be segmented by social class Wine is a luxury item. It also viewed as a status symbol in western culture even in Germany. That is the main reason that it can be segmented by social class. Wine can be segmented by social class into four common informally recognized in many societies that are: (1)	Upper class- This social class is composed of those people who are wealthy, well born and both. They usually wield the greatest political power. The civilization of wine in Europe predates the Romans: in traditional Greece, wine was praised by artists, poets, historians. In Greece, however, wine was considered the beverage of upper class. BRL Hardy has only one brand that can be segmented into this class: Brand Name	Country of origin 	Price: Hardy Eileen Shiraz Australia 	$112.99

(2)Middle Class- In this class of people usually professionals, highly skilled laborers and lower middle management are included. It is a socioeconomic class between the working class and upper class. Middle class consume substantial part of wine market. BRL Hardy has many brands for this class: Brand Name	Country of origin 	Price: Houghton Hardys E&E	Australia Australia 	£29.99 £28.99

(3)Lower Class- “In lower class” those people are included who have lower tier jobs or lower income. Lower class mainly found in industrialized economies. Consumption of wine in lower class is also similar with other class. This class of society consumes sizeable part of market’s wine. BRL Harry made many wines for this class: Brand Name	Country of origin 	Price: Chardonnay Crest Series Cabernet	Australia Australia 	£5.99 £6.49 Conclusion- Wine is a product that can be segmented by social class. Wine is a wonderful product selling in western markets. BRL Hardy is main focusing on its lower priced wine that is used by middle class. The brand Stamps of Australia is one of the low price brands.

References: Wikimedia Foundation,Inc 2012 Retrieved from: http://en.wikipedia.org/wiki/Social_class First Glass Wines and spirits ltd 2012 Retrieved from: file:///C:/Users/kiwi/Downloads/Search%20results%20for%20%20%27germany%27.htm United Lifestyle Groups 1998 Retrieved from: http://www.unitedcellars.com.au/t/country/germany ESTD Harddys Retrieved from: http://www.hardys.com.au/pages/hardys/aboutus/ourhistory.jsp USC Marshall 2010 Retrieved from: http://www.consumerpsychologist.com/