Social class – Different consumers fall in different social classes. This depends mainly on their buying power. The buying power is affected by the background of the customer, his income as well as his spending habits. The customer will always buy to maintain his social class. Thus premium brands like gucci, longines or others always target the Sec A segments because they know that these would be the classes capable of buying their products. These brands have to keep in mind both – Lifestyle as well as social class.