The affluent mindset is one that is driven by knowledge (most admit to doing a lot of research before a purchase) and practicality (they look for value in their purchases and need to see the tangible benefits of spending more on a product)

Communicating to the affluent should neither be too overt nor too covert. Striking the right balance will achieve the goal

They come in varied shapes, sizes and style quotients -- successful entrepreneurs, senior executives, rich farmers or generations of rich families. How do marketers view the affluent consumer?