Perceived Retail Disparity in Middle-Income African American and White Neighborhoods: An Exploratory Investigation

Numerous studies have been conducted on the retail plight of poor and inner city consumers (Alwitt and Donley 1997; Ambrose 1979; Caplovitz 1963). Much of the lack of retail services in these communities is often explained away by the inadequate incomes and low collective purchasing power of the consumer. However, in recent years there has been a growing chorus among middle-income African Americans that, despite growing affluence, their neighborhoods also lack the kinds of retail services that add to a community’s ‘quality of life’ (QOL) (Miller 2002; Urban Marketing Research Institute 1998; Towns 1997). These middle-income African Americans perceive some state of disparity in the quality of retail amenities that support their communities compared to those that support majority white middle-income communities. Williams and Qualls (1989) provide the necessary insight into the importance of examining the African American middle class. Specifically, “they represent one of many diverse black consumer segments and it is important to distinguish them from Anglo and non-middle-class black consumers, and they are taking on added importance due to growth in size and purchasing.” Despite their ‘added importance’ there is a dearth of research on QOL retail and middle-income African Americans.