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Minority Research Paper

Introduction

The American society is a multicultural society. The demographic of the American population is an ever changing. The three largest minority groups (African Americans, Asian Americans, and Hispanic Americans) together constitute over 35 percent of American population. The rate of population growth of these groups is higher than national average. Together, the three largest minority groups account for nearly $3 trillion consumption. The marketers need to recognize the growing purchasing power of minority groups and understand the cultural differences, varying geographical distribution and the purchasing patterns of these groups.