North Main Street is filled with shops owned by and catering to West Indian immigrants and somehow even a Korean businessman has found his niche along the strip.  Although he only has a fundamental level of English comprehension he is able to sell hair products to the women of the West Indian community. Communication is not an issue when the products provided are considered for quality and customer demand. The store manager says, “I just try to carry out more things that cater to what they want.  I try out the products myself, some of them and just see how it goes.”

Although it may be helpful for an entrepreneur to be a part of the community he is selling to it is not necessary. Social scientist, Zulema Valdez points out in her research entitled Beyond the Ethnic Enclave that “an increase in ethnic density will increase ethnic supply and demand in the market economy.” This says that the more concentrated a culture is in a community the more similar demands from the economy are expected from businesses. Hence one of the main necessities for a successful business is that an entrepreneur must do research on the demographics of a community and gage the level of demand for certain products in that area. The Korean owner of the beauty supply store on Main Street has done this; it targets people that make up a significant amount of the Hartford population and the desires of those possible customers.  According to the 2008-2012 American Community Survey[facfinder2.census.gov], about 10.7% of the Hartford residents claim West Indian ancestry, the biggest number of them claiming Jamaican ancestry. This useful information is the central means of the Korean owner’s beauty supply store on North Main Street.

Due to the high concentrations of ethnic groups in Hartford neighborhoods, such as the Jamaican, Italian, and Irish communities, an entrepreneur that wishes to start a business in particular areas must be well aware of the cultural demands of these communities.  This can be challenging for an entrepreneur if he is of a different ethnic group than their customers.  But for the Korean business owner on North Main Street it has come with ease by simply doing research on the demands of his community. For an entrepreneur to get the most business in a given area they must look at the cultural demands of that community and supply products that optimally meet the demands. It is then that the entrepreneur may have a significant rise in profits.