African‐American mothers' needs, search and alternative evaluation of children's clothing

Abstract

Knowing how to target the African‐American market effectively is of great importance, as this segment has different values, needs and wants, and buying power. This study explores the initial stages of the decision‐making process of African‐American mothers who have a child or children under the age of seven who wear play‐wear. This study identifies children's clothing needs, advertising information used in the search process, stores searched and frequency of shopping, and the types of fabric and decorations preferred by the mothers. The findings from the focus group interviews suggest that African‐American mothers have unique needs to be met for their children's clothing. They rely on external search with an emphasis on magazines. They prefer cotton fabrics and decorations representing flowers or animals.

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