Shondra is an African American who can't afford to go out after work, so she spends a lot of her free time watching television and visiting her friends. She doesn't use brands to indicate to others her style and identity and tends to be more price sensitive than others. In terms of Yankelovich's segments of African Americans, which one best describes Shondra? A. Sick and StressedB. Family StrugglesC. Stretched Black StragglersD. Faith FulfillsE. Digital Networkers

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Skylar Kirk

4 June, 11:46

Shondra is an African American who can't afford to go out after work, so she spends a lot of her free time watching television and visiting her friends. She doesn't use brands to indicate to others her style and identity and tends to be more price sensitive than others. In terms of Yankelovich's segments of African Americans, which one best describes Shondra? A. Sick and StressedB. Family StrugglesC. Stretched Black StragglersD. Faith FulfillsE. Digital Networkers

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Omari Davila · Answer 1

B. Family Struggles

Explanation:

The Family Strugglers according to the study conducted by Yankelovich represents a segment of African American consumers that are mostly female and are characterized by economic struggles, heavy television watching, raising children on a tight budget and co-workers and friends who are mainly blacks.

Shondra tends to be more price sensitive than other because of the econmoic struggles she is faced with, which is part of the characteristics of family strugglers

Yankelovich alongside Radio One released fact sheets and reports based on the survey of 3,400 African Americans aged between 13 and 74 years. The report identified 11 segments to which Black Americans belong based on consumption trends, confidence in institutions and media preferences.

The 11 segments according to Yankelovich's Segment Study include:

Connected black teens, Digital Networkers, Black Onliners, Stretched black straddlers, new middle class, family strugglers, black is better, sick and stressed, faith fulfils, broadcast blacks and boomer blacks.