What Can You Tell Me About The African - American Consumer?

The United States Census bureau estimates the African American population of the United States to be more than 36 million people, or nearly 13 percent of the United States population. As such African American consumers currently constitute the largest racial minority in the United States.  They have purchasing power estimated to be $ 572 billion.  African American consumers sought after by marketers who target over $ 1.3 billion in advertising, promotion and events to communicate with them. However this important subculture grouping is frequently portrayed as a single, undifferentiated, African American market, consisting of consumers who have uniform set of consumer needs. In reality they are diverse group consisting of numerous subgroups, each with distinctive background.

There are large numbers of the population who have recently migrated to United States. So there are many similarities between African American and American consumer in behavior. There are also some meaningfulness differences in terms of product preferences and brand purchase pattern. African American consumers tend to prefer that popular and leading brands in the market. One study found that African American consumers are willing to pay more for the purchase of the best products. African American consumer should be considered by the marketers to cater the needs in a better way.