Are Premium Brands Only Bought By Affluent People?

Are these differences statistically significant? I dunno, but most likely, yes. 

Do these patterns vary by category (cars & stereos & vacations vs shampoo & coffee)? No doubt.

Are there caveats galore? Of course! Sheesh!

But the main findings run against the grain of a lot of “common sense” in marketing, and have real implications for how you market or advertise your products.