Exploring the shopping psyche of the African-American woman

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The primary job of advertisers is to understand the mindset and shopping habits of their target audience. A study, conducted by Lattimer Communications and The Bantam Group shows that 86% of African-American women feel that companies have no clue when it comes to understanding who they are or what they need. This study “A Profile of Today’s Black Woman” reveals that the largest communication gap falls in the industries of automotive, banking/financial, fast food, and health care.

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The report also details six psychographic profiles of African-American women. First group is achievers which constitute 23% of the black women. They are confident, capable caretakers. Cynics are skeptical and complacent. They comprise 21% of US Black women. The women who belong to Traditionals ( 20%) are Spiritual, frugal and respectful. Tag-A-Longs (15%) are insecure, risk averse and followers. Self-Sufficients, which accounts for 13 % of the US black women, are Independent, ‘wired’ women who love to shop. Then there are Fledglings (7%). These are Young Black women who are just starting out, are baggage-free and job-focused.

Via: Marketing charts

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