Minority Research Paper

2779 words 12 pages
PRINCIPLES OF MARKETING - MKTG_310_C_12-53
February 7th, 2013
Minority Research Paper # 1

HISPANIC AMERICAN
Question: Total numbers in the U.S.
Answer: 52.0 million is the estimated Hispanic population of the United States as of July 1, 2011

Question: Percent of the total U. S. population
Answer: 63% of Hispanic-origin people in the United States who were of Mexican background in 2010.

Question: Rate of growth
Answer: More than 1 of every two people added to the nation's population between July 1, 2008, and July 1, 2009, was Hispanic. There were 1.4 million Hispanics added to the population during the period.

Question: Average household size
Answer: 10.7 million of Hispanic family households in the United States in
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In the South and decreased in the Northeast and the Midwest. The proportion of the Black alone population also increased in the South, from 55 percent in 2000 to 57 percent in 2010, whereas the Northeast and the Midwest experienced decreases in their share of the Black alone population.

Question: Brands that have higher than average purchase for each group -
Answer: The consumer survey findings indicate that the inner city represents attractive opportunities for retailers. While these markets are less understood and have barriers and complexities that must be overcome, they represent potential sales opportunities that can rival those of suburban retail developments.
For the purposes of this survey, we have defined inner city areas as economically distressed urban communities measured by a median household income of at least 25% less than the city average, a poverty rate at least 50% higher than the city, and/or unemployment of at least 30% higher than the city average.

Question: Identify specific products which have above average usage for each group
Answer: Apparel, Home Related Goods, Specialty Stores, Customer service, and Credit, Groceries and Household Needs, Discount Department Stores

Question: Best media to use to target each group
Answer: The use of radio and television is especially high among African Americans

ASIAN AMERICAN
Question: Total numbers in the U.S.
Answer: 17.3 million is the estimated number of

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