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A Different Black: A Comparative Study Between African Americans And Kenyan Americans In Direct Response Advertising, Gladys Wangari Kamau

Theses Digitization Project

Marketers must be able to categorize consumers according to some definable characteristics in order to help tailor their marketing effort. Black consumers are usually grouped into one homogenous group even though some of them are immigrants. The segmenting of the different ethnic groups needs to be modified to include different cultures among the same ethnic group. This thesis compares the differences of these subgroups in beliefs, attitudes and past purchase behaviors in response to direct marketing advertising.