Why Do Minority Groups Influence Large Retailers?

The exponential increase in population of minority groups within the United States has influenced large retailers to adjust product offerings. With African American, Hispanics, and Asians being the prominent ethnicities retailers tailor towards, more and more culturally diverse products are being displayed on the shelves of major retailers. The most influential factor for this sudden shift to appeal to specific minority groups is the collective buying power of these minorities that has an abundance of potential for profits. Retailers find it vital to research and study these minorities preferences in order to satisfy their demands and ultimately increase profits. Numerous research has been conducted by large retailers to decipher and understand what appeals to the multicultural shopper. …show more content…
Similarly, techniques in marketing have also been adjusted to further increase sales. Introduction of ethnic brands in mainstream retailers not only allure the targeted minority but to the general consumer, further increasing profits. As a result of more ethnic brands, crossover products have been created to expand a company’s audience. One difficulty companies face to expand their influence is a language barrier, in attempt to address the issue companies target first generation Americans. Since, first generation Americans are bilingual they serve as the gateway into minorities households, which they then have the ability to influence family and