Market Segmentation: ETHNICITY

Overview

There are many ethnic groups in the US. This guide, however, focuses on only the most well defined: African American, Asian/Pacific Islander, Latino/Hispanic, and Native American/American Indian.

Census data is an an important source of demographic information about these groups. It is worth noting that changes were made in the ethnicity/race question in the 2000 Census. The 2000 form gave responders the option to choose one or more racial categories and even write in a more specific description. This change in procedure will enhance future tracking of ethnicity/race in the U.S.

Books

Ethnicity in Contemporary America : a Geographical Appraisal. Jesse O. McKee, editor. 2nd ed. Lanham, MD : Rowman & Littlefield Publishers, c2000.
LC Call Number: E184.A1 E885 2000
LC Catalog Record: 99088089

The ... MSR Ethnic Market Report. Coral Gables, FL : Market Segment Research, Inc., c1994 - . Annual.
LC Call Number: HC110.C6 M75
LC Catalog Record: 96655032

Marketing and Consumer Identity in Multicultural America by Marye C. Tharp. Thousand Oaks, Calif. : Sage Publications, c2001.
LC Call Number: HF5415.127 .T48 2001
LC Catalog Record: 00010502

 Table of Contents

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Introduction
Generational
Ethnicity
Geographic
Other Groups
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Image caption: Advertisement for lemonade, 1955. Prints and Photographs Division (Library of Congress) Reproduction number: LC-USZ62-75888

Marketing to the Emerging Minorities: Newsletter.
EPM Communications. 12 issues/year.
Publisher's website: http://www.epmcom.com/

From the publisher's website, users without a subscription to the newsletter can search the newsletter archive without charge. However, to view the full text of any articles retrieved by their search, they must purchase access either to single articles or to the full archive.

Multicultural Marketing : Selling to the New America : Position Your Company Today for Optimal Success in the Diverse America of Tomorrow by Alfred L. Schreiber, with Barry Lenson. Lincolnwood, Ill. : NTC Business Books, c2001.
LC Call Number: HF5415.127 .S37 2001
LC Catalog Record: 00040114
Publisher description: http://www.loc.gov/catdir/description/mh021/00040114.html
Publisher-supplied biographical information: http://www.loc.gov/catdir/bios/mh042/00040114.html

Racial and Ethnic Diversity : Asians, Blacks, Hispanics, Native Americans, and Whites by Cheryl Russell. 4th ed. Ithaca, N.Y. : New Strategist Publications, c2002.
LC Call Number: E184.A1 R78
LC Catalog Record: 2002511461

Statistical Handbook on Racial Groups in the United States by Tim B. Heaton, Bruce A. Chadwick, and Cardell K. Jacobson. Phoenix, AZ : Oryx Press, 2000.
LC Call Number: E184.A1 H417
LC Catalog Record: 00028477

Internet Resources      

American Factfinder
http://factfinder.census.gov/

Census:

• Race and Ethnicity
  http://factfinder.census.gov/jsp/saff/SAFFInfo.jsp?_pageId=tp9_race_ethnicity
• Origins and Ethnicity (language)
  http://factfinder.census.gov/jsp/saff/SAFFInfo.jsp?_pageId=tp7_origins_language
• By Race
  http://www.census.gov/pubinfo/www/hotlinks.html
• By Race (alternate)
  http://www.census.gov/population/www/socdemo/race.html
• Interracial Data
  http://www.census.gov/population/www/socdemo/interrace.html
• Population Projections
  http://www.census.gov/population/www/projections/popproj.html
• By Language Use
  http://www.census.gov/population/www/socdemo/lang_use.html
• By Ancestry (country, ethnicity)
  http://www.census.gov/population/www/ancestry.html
• Foreign Born Population
  http://www.census.gov/population/www/socdemo/foreign.html
• Census Briefs (1996-current)
  http://www.census.gov/prod/www/abs/briefs.html (a continuation of Statistical Briefs, 1993-1996)
• 2001 The Two or More Races Population
• 2000 Coming to America: A Profile of the Nation's Foreign-Born
• 2002 Coming to America: A Profile of the Nation's Foreign-Born
• 2002 Minority-Owned Businesses (for 1997); etc.

Homeland Security -- Immigration statistics
http://uscis.gov/graphics/shared/aboutus/statistics/index.htm

Target Market News
http://www.targetmarketnews.com/

African American

Books

African Americans Information Directory. Detroit, MI : Gale Research, c1998; 4th ed. (1998-99); Ceased with 1998/1999.
LC Call Number: E185.5.B513
LC Catalog Record: sn 98002086

The African-American Market. New York : Packaged Facts, c1999.
LC Call Number: HC110.C6 A633
LC Catalog Record: 2001268795

African American Yearbook. McLean, Va. : TIYM Pub. Co., 2001
LC Call Number: E185.5 .A26
LC Catalog Record: 2002208465

Black Americans, a Statistical Sourcebook. Boulder, Colo. : Numbers & Concepts, c1990 - . Annual.
LC Call Number: E185.5.B512
LC Catalog Record: 90648686

Historical Statistics of Black America compiled & edited by Jessie Carney Smith and Carrell Peterson Horton. New York : Gale Research, c1995.
LC Call Number: E185.H543
LC Catalog Record: 94029718

The ... Report on the Buying Power of Black America. Chicago, IL : Target Market News, Inc.,
LC Call Number HC110.C6 R46
LC Catalog Record: sn 96004391

Statistical record of Black America. Detroit : Gale Research, c1990-c1997.
LC Call Number: E185.5.S83
LC Catalog Record: 91640012

Time & Money : Consumer Spending Patterns for Black, Hispanic & Asian Americans. New York : EPM Communications, c2004.
LC Call Number: HC110.C6 T56 2004
LC Catalog Record: 2005272167

The U.S. African-American Market New York : Packaged Facts, c2002 - present
LC Call Number: HC110.C6 U147 (See also HC110.C6 B762)
LC Catalog Record: 2005209680

Internet Resources      

"The Multicultural Economy" - the Selig Center's "Buying Power Series"
http://www.selig.uga.edu/

Census

• African American Data
  http://www.census.gov/population/www/socdemo/race/black.html
• Statistical Briefs 1993 - 1996 (various reports on ethnic populations)
  http://www.census.gov/apsd/www/statbrief/
• 1993 Black Americans: A Profile;
• 1996 Black-Owned Businesses: Strongest in Services; etc.
• Census Briefs (1996-current)
  http://www.census.gov/prod/www/abs/briefs.html (a continuation of Statistical Briefs, 1993-1996)
• 2001 The Black Population; Black-Owned Businesses (for 1997);
• 2002 The Older Foreign-Born Population in the United States
• 2002 Coming to America: A Profile of the Nation's Foreign Born (2000 update); etc.

Target Market News (Buying Power of Black America Report)
Also publishes the monthly Target Market News Magazine.
http://www.targetmarketnews.com/

ASIAN/PACIFIC ISLANDER AMERICAN

Books

The Asian-American Market. [prepared by FIND/SVP]. New York : FIND/SVP, c1995.
LC Call Number: HC110.C6 A84
LC Catalog Record: 97151991

The Asian American Market. by Robert Brown and Ruth Washton. New York, NY : Packaged Facts, c2000.
LC Call Number: HF5415.33.U6 B77 2000
LC Catalog Record: 2003536598

Time & Money : Consumer Spending Patterns for Black, Hispanic & Asian Americans. New York : EPM Communications, c2004.
LC Call Number: HC110.C6 T56 2004
LC Catalog Record: 2005272167

Internet Resources     

Census

• Asian American Data
  http://www.census.gov/population/www/socdemo/race/api.html
• Statistical Briefs
  http://www.census.gov/apsd/www/statbrief/ (various reports on ethnic populations, 1993-1996)
• 1993 Statistical Indicators on Women: An Asian Perspective
• 1993 Asian and Pacific Islander Americans: A Profile
• 1995 The Nation's Asian and Pacific Islander Population etc.
• Census Briefs (1996-current) http://www.census.gov/prod/www/abs/briefs.html (a continuation of Statistical Briefs, 1993-1996)
• 2000 From the Mideast to the Pacific: A Profile of the Nation's Asian Foreign-Born Population
• 1997 Asian-and Pacific Islander-Owned Businesses
• 2000 The Asian Population
• 2002 A Profile of the Nation's Foreign-Born Population From Asia etc.

National Coalition for Asian Pacific American Community Development
http://www.nationalcapacd.org/publications.html

Asian-American Market Demography - Kang & Lee
http://www.asianmarketinfo.com/
Includes statistical information on each of the ethnic groupings (i.e. Chinese American, Filipino Americans, Japanese American, etc.)

Latino / Hispanic

Books

The Hispanic Market. New York : Packaged Facts, 1999.
LC Call Number: HF5415.33.U6 H57 1999
LC Catalog Record: 2001266613

Hispanic Market Handbook : a Definitive Source for Reaching this Lucrative Segment of American Consumers by M. Isabel Valdés & Marta H. Seoane ; forewords by Michael J. Naples and Ennio Quevedo-García. New York : Gale Research, c1995.
LC Call Number: HC110.C6 V347 1995
LC Catalog Record: 95003268

Latinos, Inc. : the Marketing and Making of a People by Arlene Dávila. Berkeley, CA : University of California Press, c2001.
LC Call Number: HF5415.33.U6 D38
LC Catalog Record: 2001016206
Table of Contents: http://www.loc.gov/catdir/toc/ucal041/2001016206.html
Publisher description: http://www.loc.gov/catdir/description/ucal042/2001016206.html
Publisher-supplied biographical information: http://www.loc.gov/catdir/bios/ucal052/2001016206.html

Marketing to American Latinos : a Guide to the In-Culture Approach by M. Isabel Valdés. Ithaca, N.Y. : Paramount Market Pub., 2000-
LC Call Number: HC110.C6 V348 2000
LC Catalog Record: 00711774

The Rise of the Hispanic Market in the United States : Challenges, Dilemmas, and Opportunities for corporate management. by Louis E.V. Nevaer. Armonk, N.Y. : M.E. Sharpe, c2004.
LC Call Number: HF5415.33.U6 N47 2004
LC Catalog Record: 2003050503

Time & Money : Consumer Spending Patterns for Black, Hispanic & Asian Americans. New York : EPM Communications, c2004.
LC Call Number: HC110.C6 T56 2004
LC Catalog Record: 2005272167

U.S. Hispanic Market. Miami, FL : Strategy Research Corp., c1989-.
LC Call Number: HC110.C63 U17
LC Catalog Record: 94641033

Internet Resources    

SLA presentation - "US Hispanic Marketing Today"
http://www.sla.org/division/dam/bulletin/summer02bulletin.html#US%20Hispanic%20Marketing%20Today

Target Market News (Hispanic Buying Power Report)
http://www.targetmarketnews.com/

Bureau of Labor Statistics

• Changes in spending patterns among Hispanics - 2003
  http://www.bls.gov/opub/ted/2003/oct/wk4/art02.htm
• Consumer Expenditure Survey
  
  • Home page
    http://www.bls.gov/cex/home.htm
  • "Average annual expenditures and characteristics, Hispanic or Latino...". Table 2200.
    Consumer Expenditure Survey, 2005.
    ftp://ftp.bls.gov/pub/special.requests/ce/standard/2005/hispanic.txt

Census

• Hispanic Data
  http://www.census.gov/population/www/socdemo/hispanic.html
• Statistical Briefs 1993 - 1996 (various reports on ethnic populations)
  http://www.census.gov/apsd/www/statbrief/
• 1996 Hispanic-Owned Businesses: Reaching New Heights
• 1995 The Nation's Hispanic Population, etc.
• Census Briefs (1996-current)
  http://www.census.gov/prod/www/abs/briefs.html     (a continuation of Statistical Briefs, 1993-1996)
• 2000 Coming From the Americas: A Profile of the Nation's Latin American Foreign-Born;
• 2001 Overview of Race and Hispanic Origin; Hispanic-Owned Businesses (for 1997 in Spanish);
• 2002 Coming from the Americas: A Profile of the Nation's Foreign-Born Population From Latin America (2000 Update), etc.
• "Riding the Rising Wave of Hispanic Buying Power," Atlanta EconSouth, First Quarter, 2005.
  Federal Reserve Bank of Atlanta.
  http://www.frbatlanta.org/invoke.cfm?objectid=FE0C82EB-5056-9F06-994444301FD4E7DB&method=display

Native American / American Indian

Books

The Native North American Almanac. Detroit : Gale Research, Inc., c1994 - . Issued every 5 years.
LC Call Number: E75 .N397
LC Catalog Record: 94660024

Statistical Record of Native North Americans. Detroit, MI : Gale Research, Inc., c1993-c1995.
LC Call Number: E98.P76 S76
LC Catalog Record: 97640720

Internet Resources    

Factfinder - American Indian & Alaska Native
http://factfinder.census.gov/home/aian/index.html

Census

• American Indian & Alaska Native Data
  http://www.census.gov/population/www/socdemo/race/indian.html
• Statistical Briefs 1993 - 1996 (various reports on ethnic populations)
  http://www.census.gov/apsd/www/statbrief/
• 1995 Housing of American Indians on Reservations
• Census Briefs (1996-current)
  http://www.census.gov/prod/www/abs/briefs.html     (a continuation of Statistical Briefs, 1993-1996)
• 2001 American Indian- and Alaska Native-Owned Businesses (for 1997);
• 2000 The American Indian and Alaska Native Population; etc.

Library of Congress Subject Headings

Additional publications in the Library of Congress collection on marketing to various ethnic groups may be identified by searching the Online Catalog under appropriate Library of Congress subject headings. Choose the topics you wish to search from the following list of Library of Congress subject headings to link directly to the Catalog and automatically execute a search for the subject selected. Please be aware that during periods of heavy use you may encounter delays in accessing the catalog.