Question

Robert is a successful 51-year-old, lives in the suburbs, and enjoys reading Jet and Ebony magazines. He drives out of his way to shop exclusively at black-owned businesses. To which segment of the African American market identified by Yankelovich would Robert belong

Answer 1

Answer:

Boomer blacks

Explanation:

Daniel Yankelovich and Radio One carried out a segmentation study titled  The Black America Today study about African American consumers. This study was carried out in order to determine a way to better reach consumers, since general labels like Latino communities or African American communities are too broad for marketing purposes. They segmented African Americans into:

• Connected Black Teens  
• Digital Networkers
• Black Onliners
• Stretched Black Straddlers
• New Middle Class
• Family Struggles
• Black is Better
• Sick and Stressed
• Faith Fulfills
• Broadcast Blacks
• Boomer Blacks: they represented the oldest group studied by Yankelovich, with an average age of 52. They believe in black roles models, and are very tech savvy. They also belong to upper middle class or upper class.