The implications. . . is that in terms of positioning a product against the Black market it is necessary to take account of the psychological satisfaction desired by Blacks. . . upward mobility. That while Black tastes and preferences are often different, a product position solely for the Black market is not the only acceptable solution. The odds against it there are heavy. RJR's penetration among Black smokers. . They also tend to buy less things to improve themselves, and are more prone to buy on impulse. . .
Blacks are more interested in buying cigarettes per the image it projects to others. .
Given the . . RJR needs to bolster its position among younger Blacks. Younger Blacks are key to Coolness Segment growth. This pattern is consistent across all demographic groups when compared to white smokers. RJR should adopt a product line strategy within Black market aimed at investing in future and expanding upon current development.