Brand Loyalty:African-American Consumers

When it comes to brand loyalty, blacks at either income levels often demand the same quality of product, atmosphere and guest service as their white counterparts, but they often do not get it because of a lack of corporate commiserate regarding the criteria used by blacks to remain loyal to a guild or brand. When it comes to being loyal to a store on the retail level, Ketchum Worldwide conducted a study in tandem bicycle with Florida's A&M University which found that the nigh important factors for mental synthesis retail brand loyalty among African-Americans argon the following "xcii percent of respondents found those issues to be important followed by node service (87 percent), friendliness of the sales people (86 percent), location condom (81 percent) and store proximity (65 percent)" (African Americans, 1998, p. 1).

One of the most successful companies at drawing brand and corporate loyalty among consumers is Avon. African-Americans represent nonp beil of Avon's largest segment markets and its most loyal consumers. The reasons for this is Avon's solelyegiance to the African-American consumer market, star that has been ongoing for most of its history. Avon is one of the few companies in the late(prenominal) that offered black women a source of economic independence and life success. Further, it is considered a model among retailers for aligning its products, marketing and promotion to overlay the real needs

Showing commitment to the market is what building African-American brand loyalty is all almost. Ketchum Worldwide has recently formed a new meeting based in Atlanta specifically designed to build brand loyalty among African-Americans. Building brand loyalty among African-Americans is about more than merely sticking black people in advertisements instead of white people or simply reparation a store in a black neighborhood.

Marketers are beginning to realize the economic sense behind sightly more sensitive to the cultural differences that makeup the criteria used by blacks when deciding which brands to consume. Betsy Helgager is the black Vice-President of Ketchum's new Atlanta office. Helgager's team leave alone advise clients on how to build marketing campaigns and corporate dealings that will appeal to blacks "Advice to clients will range from the obvious? getting plugged in to black media?to the subtle awareness that avail sweetened tea at African-American events is more subdue than serving unsweetened tea. It's often the little things that show you understand the audience" (Bond, 1998, p. 1).

Smith-Akinsanya, S. (April 12, 1999). There's much to gain by marketing to consumers of color. Minneapolis tether Tribune, (03D) 1-3.

Advisory: PricewaterhouseCoopers Announces Results of Inner City Retailing Survey. (Jan. 18, 1999). Business Wire, 1-2.

of the cultural groups it targets. Across the literature experts argue in favor of aligning company values with the values of the targeted ethnic culture as a means for brand loyalty success. African-Americans more than most other consumer groups and at all income levels offer their loyalty to companies that are sensitive to their needs and desires
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