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.’ And the salesperson is especially crucial as a source of product information. Convenience ranks lower in importance to black shoppers than to the overall population. And, though they often feel that advertising is directed only at white people, black consumers are more apt than others to say they ‘pay close attention to advertising for the product.’
Copyright Adweek L.P. (1993)