What role do the differences in a consumers race, social status, and family play?

[Tommy]

From a marketing perspective

[Jerry Z]

Every character trait that a consumer exhibits is crucial to developing an effective marketing campaign. These traits can include interests, biases and how they act in certain situations. Obviously, you can create a campaign around these attributes; if the consumer is interested in baseball, you might include references to the sport while if the consumer is a Republican, you may wish to cater to this political view.

However, it is not always apparent that everybody who will consider buying a particular product is a Republican or likes baseball so often, race, social status and family will help to determine these aspects.

For instance, the wealthy have keen interests in projecting how well-off and successful they are with everything from their clothing to their cars to their neighbourhoods.

Meanwhile, if you're opening an Italian restaurant, you have to consider which race will be the predominant customer at your joint. If customers are Italian, they likely demand genuine Italian food but maybe you want a milder Italian feel that suits a more American group better.