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Pastry Demographics 12.8% of the American population identified themselves as "Black only"--over 39 million.
90:100 is the ratio of African American males to females.
13.6% of the American population is African American--including more than one race (population 43.9 million).
51.7% African Americans are employed (over the age of 16).
Median age: 31 Median income: $33,460 African Americans Group 1: Alex Gilreath, Caroline Lewis, Zakiyah Marshall, Emily Sanders, Kelly Schmid, Kakki Stark The African American lifestyle is most often a "city-like" lifestyle based on the fact that urban areas contain a large percentage of African Americans.
African Americans believe their skin color represents their history, and that makes them feel strong.
In a recent study by "Proctor & Gamble," it was discovered that most black women feel mainstream media does not portray them well.
Skin is very important to African Americans. Unilever discovered that skin is more important to African American women than any other attribute. Effective Marketing Techniques The African American market is filled with tremendous growth opportunities for marketers and is a profitable target market.
African American consumers are loyal to brands they have relationships with as well as brands that reflect their personal image.
African American consumers are less likely to trust or buy brands that are not advertised.
82.3% of African American consumers seek out information from magazines aimed specifically for their lifestyle.
Many marketing strategies focus on products and clothing for their unique needs (ex: hair care and clothing that flatters the African American physique) Consumption Patterns African Americans tend to shop more often than all other subcultures, but spend less money per trip and overall.
Tend to make quicker/smaller purchases based on what they need at that moment.
They spend the most money on food at supermarkets.
Value food preparation.
Another popular buying category includes fragrance and health & beauty care products.
They also tend to shop at retailers that frequently have coupons and deals on savings. SUBCULTURES Approximately 55% of the African American population resides in the South.
52% of Washington D.C.'s population is made of African Americans (the largest percentage).
3.3 million African Americans live in New York (highest number). What Do They Like? Music
Beauty and Style
Enjoy reading online about...
Beauty and Style
News and Money
New on the Scene
Inspirational Stories Psychographics Sources "America Online Launches 'AOL Black Focus,' a New Programming Area Offering News, Information and Features to Serve the Needs and Interests of the African American Community." Business Wire. (May 28, 2003 , Wednesday ): 1171 words. LexisNexis Academic. Web
Black or african american populations. (n.d.). Retrieved from http://www.cdc.gov/minorityhealth/populations/REMP/black.html
Hoyer, W., & Macinnus, D. (2008). Consumer Behavior (Vol. V). Mason, Ohio, United States of America: Cengage Learning.
Nhan, D. (2012, May 16). Blacks: U.s. demographic snapshot. Retrieved from http://www.nationaljournal.com/thenextamerica/statistics/blacks-u-s-demographic-snapshot-20120516
"Reach the African-American consumer." Progressive Grocer's Store Brands. (February 2013 ): 1078 words. LexisNexis Academic. Web. Date Accessed: 2013/03/31.
Solomon, M. R. (2013). Consumer behavior buying, having, and being. (10th ed.). Upper Saddle River, New Jersey: Pearson Education, Inc.
Spraggins, R. E. (2005, January). We the people: Women and men in the united states. Retrieved from https://usa.ipums.org/usa.3.1.11/voliii/pubdocs/2000/censr-20.pdf
The Cable Advertising Bureau. (2012). Why Brand Loyalty Has Its Limits. Retrieved March 29, 2013, from Reaching Black Consumers: www.rachingblackconsumers.com
U.S. Department of Labor, (n.d.). The african-american labor force in the recovery. Retrieved from website: http://www.dol.gov/_sec/media/reports/blacklaborforce/Solomon, M. R. (2013). Consumer behavior buying, having, and being. (10th ed.). Upper Saddle River, New Jersey: Pearson Education, Inc.