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A Preliminary Look at the Mass Market, Mass Affluent and Wealthy in Barbados

December 29, 2017

This article is a first attempt at understanding the size and spending potential of the three main consumer markets in Barbados – the mass market, the mass affluent and the wealthy. Historically, companies seem to have defined their market somewhat intuitively. While approaching segmentation this way has some advantages, the main disadvantage is that it limits the ability to plan ahead. Without an understanding of how target markets are changing, companies will find themselves planning with the inherent assumption that the future will be similar to the present.

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Marketing, Branding and Customer Experience

Human Resources