What is a main characteristic of the Proletarian consumer type?

The Proletarian consumer type is characterized by low wealth and a lack of signaling behavior. This consumer type typically does not engage in purchasing luxury items for the purpose of showcasing wealth or status to others. Instead, their consumption choices are driven by necessity rather than a desire to communicate social standing.

This distinction is important in luxury marketing, as Proletarian consumers tend to focus on functional value rather than the symbolic value that luxury products might offer. Their purchasing decisions are often influenced by practicality rather than the aspiration or identity tied to luxury branding, which sets them apart from other consumer types who may seek to showcase their lifestyle through status symbols. This understanding is crucial for marketers when segmenting consumers and tailoring strategies to effectively reach different groups.