Marketing Research and Trends of African, Asian and Hispanic Americans in the USA

This article discusses the demographics of African, Asian and Hispanic Americans in the USA and their purchasing power. It explores the brands and products that are popular among these groups and the best media to target them. The article also analyzes the business potential for each group.

RUNNING HEAD: Principles of Marketing 0
Principles Of Marketing
(Student Name)
11/24/2018

Principles of Marketing 1
Table of Contents
Introduction.......................................................................................................................................... 2
Part I..................................................................................................................................................... 2
AFRICAN AMERICAN......................................................................................................................... 2
ASIAN AMERICAN............................................................................................................................. 3
HISPANIC AMERICAN........................................................................................................................ 4
Part 2 - Analysis of Business Potential for Each Group..........................................................................6
African American.............................................................................................................................. 6
Asian American................................................................................................................................. 6
Hispanic American............................................................................................................................ 6
Bibliography/Citations.......................................................................................................................... 6

Principles of Marketing 2
Student Name
Date
Class
Minority Research Paper
Introduction
The United States of America is considered as developed country with the population of 327millions.
It is also considered as home to those who are other than Americans. The country encompasses
different mixture of culture as well as lifestyle. It has great potential market. The other than
Americans have different purchasing power which is depends on their income as well on their
income. In the following context, there will be discussion on the demographics of African, Asian and
Hispanic of United States of America in which there will be detailed study on the marketing research
and trends of consumers of these groups in U.S.
Part I
AFRICAN AMERICAN
Total numbers in the U.S.
Answer- There was approximately forty six million African Americans in US (Source: Black
Demographics1)
Percent of the total U. S. population
Answer- Approximately fourteen per cent (Source: Black Demographics2)
Rate of growth
Answer- The rate of growth of African American in US is fifteen percent (Source: Black
Demographics3)
Average household size
Answer- Approximately 3.2 individual per family (Source: United States Census4)
Average age
Answer- The average is thirty one years of African American (Source: United States Census)5
% with college degrees
Answer- Eighteen percent African Americans have Bachelor Degree (Source: United States Census6)
1 Black Demographic, Population Estimates (2018) < http://blackdemographics.com/population/>
2 Ibid
3 Ibid
4 United States Census, National African-Americans History Month (01 January 2017) <
https://www.census.gov/newsroom/facts-for-features/2017/cb17-ff01.html>
5 Ibid
6 Ibid

Principles of Marketing 3
Average or median income levels
Answer- Approximately $38000 by 2017 (Source: United States Census7)
Geographic location(s) – metro, states, etc
Answer- the highest population of African Americans is settled down in California which is accounted
as approximately 50 percent. 3.3 millions Of African Americans are settled down in New York. The
other top sates are Texas, Georgia, Illinois, Florida, Virginia, Ohio, Maryland and Alabama (Source:
New Georgraphy8).
Brands that have higher than average purchase for each group
Answer-the brands that are highly purchased for the group are: McDonald’s, Coca-Cola, Ford, State
Farm, Procter & Gamble as well as General Mills (Source: Market Wired9).
Identify specific products which have above average usage for each group
Answer-the population of African Americans mostly spend their amount on basic products of food as
well as beverages, personal health, beauty products as well as on fragrance (Source: Steph Caudle10).
Best media to use to target each group
Answer- The best media tools are radio, television as well as print. The internet is also the great
influencer for African Americans (Source: Steph Caudle11).
ASIAN AMERICAN
Total numbers in the U.S
Answer- The estimated Asian Americans are seventeen million peoples in US.
Percent of the total U. S. population (Source: World Population12)
Answer- Approximately five percent (Source: World Population13)
Rate of growth
Answer- Approximately forty six percent are the rate growth of Asian Americans (Source: World
Population14)
Average household size
7 Ibid
8 NewGeography, The Shifting Geography of Black America (05 May 2011) <
http://www.newgeography.com/content/002371-the-shifting-geography-black-america>
9 Market Wired, African-Americans Show More ‘Love’ to Brand (15 August 2012) <
http://www.marketwired.com/press-release/african-americans-show-more-love-to-brands-than-
caucasians-1691165.htm>
10 : Steph Caudle, Brands that have higher Than Average Purchase for African American (25 May 2015)
<https://blackgirlgroup.net/brands-that-have-higher-than-average-purchase-for-african-american>
11 Ibid
12 World Population, World Population Review (2018) <
http://worldpopulationreview.com/countries/united-states-population/>
13 Ibid
14 Ibid

Principles of Marketing 4
Answer- Approximately 3.98 members are the average household size of African Americans. (Source:
World Population15)
Average age
Answer- the average age is thirty five years as of 2016 (Source: Le16)
% with college degrees
Answer- it has been estimated that seventy four percent of Asian Americans have bachelor degree in
US (Source: Le17).
Average or median income levels
Answer- the average income of Asian Americans was $70,000 by the year 2016 (Source: Le18)
Geographic location(s) – metro, states, etc
Answer- the Hawaii has highest number of population of Asian Americans with 56 % percent. Los
Angeles has also 2 million of Asian Americans people, followed by New York with 1.5 million as well
as Sans Francisco with Bay area with 980,000 Asian Americans. The other states are California,
Illinois, Pennsylvania as well as Virginia (Source: Le19)
Brands that have higher than average purchase for each group
Answer- The population of Asian Americans is status conscious therefore, the most preferable
brands are Costco, Saks Fifth Avenue as well as Nordstrom (Source: Do20)
Identify specific products which have above average usage for each group
Answer- the population of Asian Americans mostly spend their income on fresh products as well as
healthy foods which include vegetables, fruits, baby products, grain mostly on rice (Source: Do).
Best media to use to target each group
Answer- social media is the best influencing tool for Asian Americans, as well as ethnic prints are can
also be an effective media to target group (Source: Do).
HISPANIC AMERICAN
Total numbers in the U.S
Answer- Approximately fifty seven million of population
Percent of the total U. S. population (Source: United States Census21)
15 Ibid
16 C.N. Le, Asian-Nation: The Landscape of Asian America (24 November 2018)
17 Ibid
18 Ibid
19 Ibid
20 Anh Do, Asian Americans are the most prolific spenders in U.S., survey shows (05 December 2013)
<https://www.latimes.com/local/lanow/la-me-ln-asian-american-prolific-spenders-20131205-
story.html>
21 United States Census, Facts for Features: Hispanic Heritage Month 2017 (31 August 2017) <
https://www.census.gov/newsroom/facts-for-features/2017/hispanic-heritage.html>

Principles of Marketing 5
Answer- Approximately seventeen percent (Source: United States Census22)
Rate of growth
Answer- the rate of growth is approximately two percent (Source: United States Census23)
Average household size
Answer- the size of average household is 3.87 people (Source: United States Census24)
Average age
Answer- average age is thirty four years (Source: United States Census25)
% with college degrees
Answer- thirteen percent of population has bachelor degree (Source: United States Census26)
Average or median income levels
Answer- the average income of Hispanic Americans is $ 39000 (Source: United States Census27)
Geographic location(s) – metro, states, etc
Answer- 10 million of people settled down in Texas and approximately 1 million of people lives in
New Jersey, Arizona, California, Colorado, Illinois as well as in Florida (Source: CNN Library28).
Brands that have higher than average purchase for each group
Answer- American Red Cross, Oprah Winfrey as well as Fanta are the most common brands purchase
by Hispanic Americans (Source: Marketing Charts29)
Identify specific products which have above average usage for each group
Answer- Hair care, baby food fragrance, dried vegetables as well as grains (Source: Marketing
Charts30)
Best media to use to target each group
Answer- the electronic media greatly influence the purchasing power of Hispanic Americans.
Television, newspaper as well as radio are an effective advertisement tool to target Hispanic
Americans (Source: Marketing Charts31).
22 Ibid
23 Ibid
24 Ibid
25 Ibid
26 Ibid
27 Ibid
28 CNN Library, Hispanic in the US fast Facts (22 March 2018) <
https://edition.cnn.com/2013/09/20/us/hispanics-in-the-u-s-/index.html>
29 Marketing Charts, Hispanic Display Brand Loyalty in Key Categories (19 April 2012) <
https://www.marketingcharts.com/industries/retail-and-e-commerce-21840>
30 Ibid
31 Ibid

Principles of Marketing 6
Part 2 - Analysis of Business Potential for Each
Group
African American
The population of African Americans is approximately forty six millions in which fifty percent of the
population are settled down in the state District of Columbia. The pollution of African Americans is
mostly relying on the requirement and preference of multicultural consumers. The purchasing power
of African Americans is not very high as comparison to other Americans due to the reason that their
median of income is quite low.
But in the recent scenario, it has been analyzed that the purchasing power of African Americans
reaches to one trillion dollar by 2010. It is estimated that sixty four percent of population spend their
income more on products which enhance their purchasing power. Therefore, California has a great
market potential to target African Americans.
Asian American
The population of Asian Americans has reached to seventeen million. It has been estimated that
Asian American population increased to forty six percent in the recent years which is the highest
growth rate among other minority population. The market size of Asian Americans are quit large in
Hawaii, Los Angeles and New York. Their spending habit is high because their earning level is quit
high as comparison to other Americans.
The Asian Americans are branded conscious therefore, they prefer premium products. The consumer
of Asian Americans is increasing in the fast pace as their education and earning are high as
comparison with general population. According to their increasing in spending capacity, most of the
premium companies target Asian Americans for their products. There is huge market potential in the
market of Asian Americans
Hispanic American
In the country USA, the population of Hispanic has reached to fifty two million which is considered as
the highest minority fragment that is expected to rapidly grow in the near future. The rate of growth
is two percent which regards as an average growth. The population of Hispanic is mostly found in the
state Texas with the population of ten millions of people.
In the research, it has been found that the purchasing power of Hispanic population has been
increased to $ one trillion by the year 2016 which is accounted as increased to ten percent of total
U.s purchasing power. The market of Hispanic has great potential as comparison to other market
because they maintain their income which makes strong purchasing power of Hispanic population.
The Latinos business has increased to $486 million by the year 2015. Therefore, the growth trend
characterizes the high potential of Hispanic Americans which are expected to grow further.

Principles of Marketing 7
Bibliography/Citations
United States Census, Facts for Features: Hispanic Heritage Month 2017 (31 August 2017) <
https://www.census.gov/newsroom/facts-for-features/2017/hispanic-heritage.html>
Marketing Charts, Hispanic Display Brand Loyalty in Key Categories (19 April 2012) <
https://www.marketingcharts.com/industries/retail-and-e-commerce-21840>
Le C.N., Asian-Nation: The Landscape of Asian America (24 November 2018)
Do Anh, Asian Americans are the most prolific spenders in U.S., survey shows (05 December 2013)
<https://www.latimes.com/local/lanow/la-me-ln-asian-american-prolific-spenders-20131205-
story.html>
Caudle Steph, Brands that have higher Than Average Purchase for African American (25 May 2015)
<https://blackgirlgroup.net/brands-that-have-higher-than-average-purchase-for-african-american>
World Population, World Population Review (2018) <
http://worldpopulationreview.com/countries/united-states-population/>
Black Demographic, Population Estimates (2018) < http://blackdemographics.com/population/>
United States Census, National African-Americans History Month (01 January 2017) <
https://www.census.gov/newsroom/facts-for-features/2017/cb17-ff01.html>
NewGeography, The Shifting Geography of Black America (05 May 2011) <
http://www.newgeography.com/content/002371-the-shifting-geography-black-america>
CNN Library, Hispanic in the US fast Facts (22 March 2018) <
https://edition.cnn.com/2013/09/20/us/hispanics-in-the-u-s-/index.html>
Market Wired, African-Americans Show More ‘Love’ to Brand (15 August 2012) <
http://www.marketwired.com/press-release/african-americans-show-more-love-to-brands-than-
caucasians-1691165.htm>