The African-American Market in the U.S., 8th Edition

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Published Feb 1, 2010 | 180 Pages | Pub ID: LA2514909

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With a population of 40 million and buying power approaching $1 trillion in 2010, African Americans are a key segment in an American economy that increasingly depends upon the needs and preferences of multicultural consumers. The historic election of the country’s first African-American president created a feeling of pride and a sense of empowerment among black Americans. In the face of daunting economic difficulties, African-American consumers are more positive than other Americans about their own personal financial situation and are more optimistic about the future of the American economy.

The 8th edition of Packaged Facts' The African-American Market in the U.S. focuses on how African-American consumers are responding to the challenges of today’s economy as they shop in department stores, supermarkets, drug stores and other retail outlets as well as online and from catalogs. The report analyzes the forces shaping the purchase decisions of African-American shoppers and sheds light on key areas such as how black consumers decide where to shop and what influences them while they are shopping. The report pays particular attention to the attitudes and behavior of affluent African-American shoppers.

The report begins with an assessment of trends shaping the African-American market and identifies opportunities available to marketers interested in reaching out to African-American consumers. It continues with a forecast of the growth of the buying power of African Americans through 2014 and provides a detailed demographic profile of the African-American population. The next chapter provides an overview of the attitudes and behavior of African-American shoppers. Individual chapters provide an in-depth view of African-American consumers when they shop for food, clothes, drug-store items and home electronics and furnishings. The report concludes with a detailed analysis of the shopping behavior of African Americans with a household income of $100,000 or more.

Read an excerpt from this report below.

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