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African Americans Alban Stievenart Sophie Blandin Monica Allison The Facts on African Americans Demographic : 32 million African Americans in United States Non Hispanic blacks are 12 percent of the US population. Education: In 1999 15% black people had a college degree.

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african americans
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.

  • Education:

In 1999 15% black people had a college degree.

2000: climbed to 17%

  • Unemployment:

African Americans: 10.2%

1.7 million people

more demographics
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.

  • Location:

39% of black people live in

suburbs and they are far

wealthier.

slide4

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
slide5

Core Values

  • Family and Home life
  • A strong group consciousness
  • Believe in education
  • Always try to better your life
slide6

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
slide7

Family Characteristics

  • 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.
  • 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
slide8

Spendinghabits

  • 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
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
Looking Good
  • Personal Appearance
  • Image
  • Brand Equity
    • “Look at me I’ve made it”
    • Younger Generation
    • 50+
media and advertising
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
slide12

Preferred Media

Remember : Women are most often the head of the household

Source : Mediamark research, Inc., 2002

cognac and macaroni
Cognac and Macaroni
  • Hennessy Cognac Company
    • Ethnic Identity
    • Suburban “Urbanites”
  • Kraft
    • Customized Dishes
    • Mac and Cheese and Kool-aid