BEYOND BRAND LOYALTY: Analyzing Black Consumers' Attitudes About Shopping

Do black Americans differ significantly from other Americans in the way they go about their shopping? The Burrell/Yankelovich African-American Monitor – a joint project of Yankelovich Partners and Burrell Communications Group – addresses that issue (among others). As a summary of the survey points out, the data show black consumers to be avid seekers of information about products, to a greater degree than the population at large – a finding that refutes the old notion of black consumers as ‘blindly brand-loyal.’