Brand Loyalty
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The time has come when building brand loyalty among consumers of color is no longer just an enlightened humanist perspective but also one that successful corporations know is profitable in the U.S. which is undergoing a browning of culture. African-Americans, Asian-Americans and Hispanics will spend $1.125 trillion in the U.S. this year and within two decades 48 percent of all American consumers will be non-white (Smith-Akinsanya, 1999, p. 1). When it comes to African-American consumers, they differ culturally from their white counterparts not only in the products and services they most desire but also in the criteria which they use to choose a company, product and/or service to use.Two of the areas where African-American consumers are much more brand loyal than their white counterparts deal with supermarket and household products. In the first national consumer study focusing on inner-city consumer consumption patterns, brand preferences and store preferences, the Initiative for a Competitive Inner City (ICIC) released the following key findings with respect to African-American consumers with respect to brand or company loyalty and preferences: Inner-city African-American households report spending more annually on apparel than the average U.S. household. Inner-city African-American households are more interested in fashion and apparel shopping than U.S. households as a whole. For groceries and household items, inner-city shopper
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Approximate Word count = 1157
Approximate Pages = 5 (250 words per page)
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