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Estimating the value of the US multicultural shopper in the independent retail channel: An In-Culture™ analysis

Author

Listed:
  • Valdés, M. Isabel
  • Beniflah, Jake

    (Executive Director, Center for Multicultural Science, USA)

Abstract
The purpose of this study was two-fold: (1) to estimate the economic contribution of the multicultural population (ie Hispanic, African American and Asian) in the independent retail grocery channel; and (2) to conduct an In-Culture™ analysis of 2012 National Grocers Association data to uncover key shopper insights and purchasing patterns among multicultural consumers. This paper publishes key findings across three units of analysis (national, state and city). The main finding is that US Hispanics spent an estimated US$22.9bn, African Americans US$14.8bn, Asians US$6.7bn and non- Hispanic Whites US$86.9bn in the US independent retail grocery channel in 2012. This study is considered the first to estimate the economic contribution of the US multicultural population among independent retail grocers, but acknowledges that more research is needed to estimate the full economic value of this population in this channel. Because the US multicultural spend in the independent retail grocery channel is poorly measured by leading syndicated research companies, this study will help improve ROI estimates for leading corporations, which consider multicultural shoppers important growth segments — today and in the future.

Suggested Citation

  • Valdés, M. Isabel & Beniflah, Jake, 2016. "Estimating the value of the US multicultural shopper in the independent retail channel: An In-Culture™ analysis," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 1(2), pages 138-147, February.
    • Handle: RePEc:aza:jcms00:y:2016:v:1:i:2:p:138-147
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    More about this item

    Keywords

    independent retail grocer; Hispanics; African Americans; Asians; multicultural; shopper marketing; In-Culture™ marketing; National Grocers Association;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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