Through detailed, individual spending portraits of middle class consumers, Silverstein explores the story of how people around the world are reshaping the consumer-goods market by trading down to low-price products and services, trading up to premium ones, and avoiding the boredom and low value that increasingly characterize the middle.
- How companies can obtain a more profound understanding of who middle-market customers really are.
- How trading up and trading down are battling it out in every category.
- How companies such as LG, Dollar General and Best Value Inn understand the middle-market consumer mentality.
- How to target consumers' value calculus.
- How to avoid the biggest traps in attempting to escape the middle.
- How to recut market research data to create a model of success.