But money doesn’t explain everything! We also have to take into account behaviour habits linked to education and values learned in family. A highly educated family will always maintain their cultural and educational level, even if the parents had experienced a period of economic decline and have less money than in the past. Whatever it happens, they will continue to go to operas and museums and will always focus on teaching quality when they have to choose a school for their children.
On the opposite, even if his income becomes higher, a manual worker will trend to follow the same eating habits – food rich in calories – instead of consuming more fresh, more dietary, less industrial and not necessarily more expensive food, just like the upper classes do.
The situation is the same for the purchasing process: a consumer with higher income, from a lower class background, tends to remains sensitive to the price of the product (“the more expensive it is, the more beautiful it is”) and a consumer with higher income, from an upper class background, is rather attracted by the quality, the innovative character and the functionalities of the product.
Money can’t buy happiness and, such as cloth, doesn’t make the man!