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California Management Review
California Management Review is a premier academic management journal published at UC Berkeley
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Article Information
Marketing Financial Services to the African-American Consumer: A Comparative Analysis of Investment Portfolio Composition
Stevenson, Thomas H., and D. Anthony Plath
44
/
4
(
Summer
2002
):
39
-
64
This study profiles the changing demographics and unique consumption patterns of the African-American consumer segment of the financial services market. When it comes to the selection and purchase of financial products and services, African-American consumers differ markedly from their white counterparts. This is especially apparent in the case of relatively high-risk, high-return financial assets, resulting in a diminished rate of wealth accumulation over time in black households. This article offers suggestions to marketers seeking to render more effective service to this attractive and growing segment of the financial services marketplace. For example, promotional materials should reflect the key role of African-American women in determining household consumption patterns. Moreover, successful marketing to African-American households requires a strong educational component.
