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Buying Behavior Is Not a Black

November 14, 2005

Racial differences in purchasing are second only to household income, age and gender, according to The Minority Report: selling to ethnic groups by Forrester Research Inc., Cambridge, MA. “On the macro level, consumers of a specific socioeconomic group have similar shopping attitudes, regardless of race,” said Christopher M. Kelley, senior analyst, Forrester. “However, consumer taste on the micro level often differs by race.”