African Americans Alban Stievenart Sophie Blandin Monica Allison

The Facts on African Americans The Facts on African Americans  Demographic: 32 million African Americans in United States Non Hispanic blacks are 12 percent of the US population. Non Hispanic blacks are 12 percent of the US population.  Education: In % black people had a college degree. 2000: climbed to 17%  Unemployment: African Americans: 10.2% African Americans: 10.2% 1.7 million people 1.7 million people

More Demographics  Health: A young black boy in the inner city has the same probability of dying by age 45 as white children nationwide do of dying by age 65. A young black boy in the inner city has the same probability of dying by age 45 as white children nationwide do of dying by age 65.  Location: 39% of black people live in 39% of black people live in suburbs and they are far suburbs and they are far wealthier. wealthier.

Generalities  A common heritage besides skin color  Used to be a greater homogeneity than the ‘Whites’ market  Homogeneity of this market is challenged by the increasing differences in education level and income  33% of black families live below the poverty level

Core Values  Family and Home life  A strong group consciousness  Believe in education  Always try to better your life

Education  Great differences among African Americans  Those living below the poverty line receive inferior education learn skills and behavior from the street rather than from a parents  Middle-Class African Americans are rapidly becoming more educated

Family Characteristics Women are head of household :  Women are head of household :  A great deal of authority in the family  For the middle class : Powerful consumers More and more middle class African American move to suburbs.  More and more middle class African American move to suburbs.  Family below the poverty line : Often live only with their mother in a crime-ridden urban neighborhood. Lack the skills needed to get the job

Spendinghabits Spending habits  More active than average consumers in many sectors  High priority on defining their personal style very sensitive to brands to better their personal image or to translate their wish for a better life  Leisure shoppers

Shop ‘til you drop  Social event  Favor department stores  Customer Respect  Products –Luxury goods –Jewelry –Personal Care Services –Home electronics  Price is not an option!

Looking Good  Personal Appearance  Image  Brand Equity –“Look at me I’ve made it” –Younger Generation –50+

Media and Advertising  Advertising –Increased Affluence –Importance of Culture –Emphasis on Image and Success –Unique style  Media –Prime Time Television –BET –Magazines –Late night radio

Preferred Media BLACK WOMEN ALL WOMEN TV : average number of hours viewed per week Prime-Time TV : average number of hours viewed per week Daytime TV : average number of hours viewed per week, weekdays Radio : average number of hours listened per week Newspaper : average number of newspapers read in 28-days period Magazines : average number of issues read per month Internet : percent who have access 57.1%68.9% Remember : Women are most often the head of the household Source : Mediamark research, Inc., 2002

Cognac and Macaroni  Hennessy Cognac Company –Ethnic Identity –Suburban “Urbanites”  Kraft –Customized Dishes –Mac and Cheese and Kool-aid