Product Placement Study Finds Minorities More Influenced

A recent study by the BIGresearch Company suggests that product placements influence consumer purchases most effectively for groceries, electronics, and apparel. Among these top categories, minorities (Hispanics, African Americans, and Asians) are more influenced by product placement compared to Caucasians.  

According to marketing experts, grocery and electronics generally do well with product placements. But the best product placements are beauty products, because they are purchased for social validation, which, more often than not, is influenced by what people see on TV.

The study suggests that minority groups are bigger media consumers. And they watch to see products to determine which ones are ?must-haves.? While ethnic targeting for product placements are not yet extensively studied, these results represent good future prospects for the method.

For more on the research, go to medialife.com