This study profiles the demographic changes and the unique patterns of consumption of the African American consumer segment of the financial services market. When it comes to choosing and buying financial products and services, an African-American consumers are different from their white counterparts. This is particularly evident in the case of a relatively high-risk, high-return financial assets, by reducing the rate of accumulation of wealth over time in African-American families. This article provides suggestions for marketers who want to make a more effective service to this attractive and growing segment of the financial services market. For example, promotional materials should reflect the key role of African-American women to determine the consumption patterns of households. In addition, the successful marketing to African-American families need a strong educational component. "Hide
by Thomas Stevenson, D. Anthony Plath Source: California Management Review 27 pages. Publication Date: July 1, 2002. Prod. #: CMR234-PDF-ENG
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