Tag Archives: African Consumer Market

Why the Potential of the African Consumer Market Cannot be Considered in Isolation from the Informal Economy

Top flight management consulting firms like McKinsey, BCG, Deloitte, PwC et al have been taking a good long look at the emergent African Consumer Market for a number of years now. McKinsey, in fact, has just released a book on the theme, authored by their leading Africa experts. All of them acknowledge the existence of […]

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Competitive Advantage & Customer Relationships: Lessons from Market Mummies of Ghana

How would you differentiate yourself in this informal retail market? Ghanaian market research guru Gerry van Dyke took a closer look at the market ‘mummies’ – Mama Biashara, as we call her – and their consumer marketing techniques in the “non-label environment”. His findings form an excellent foundation for understanding marketing and customer relationships in […]

Posted in African Consumer Market, Biashara Economics, Business, Consumer Behaviour, Culture, Ghana, Indigenous & Traditional, Informal & Flexible, Mama Biashara, Marketing, Perspective, Prepaid Economy & Informal Sector, urban, User research | Also tagged , , , , , , , | Leave a comment

Designed in China, Made in Africa.

In Ethiopia, Transsion Holdings, a Chinese company, is manufacturing handsets costing as little as $10 in an industrial park outside Addis Ababa. Mobile phone models from Tecno, Infinix, and Itel brands, which all belong to Transsion, to be Made in Africa. Almost 13 years ago, in December of 2005, I wrote my first column for […]

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How do we make a business case for an innovative concept given the data scarcity for the African mass market?

Anzetse Were writes some thoughtful points on the challenges facing private sector innovation in Kenya, and Africa. Two of her points caught my attention, in particular: With regards to the private sector, an interesting point raised is that innovation targeting it must have a business case for adoption otherwise the innovation won’t be absorbed. Innovation […]

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Mobile First Africa: Opportunity for Accessories that Boost Productivity on Smartphones

Long ago, when smart phones were still on their way to changing the world, I remember the product development of a host of accessories that would boost business productivity in a variety of areas for phone owners. The projector phone was one such innovation, flopping back when it was launched due to the tech not […]

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Why the African Consumer Market is NOT the same as the African Middle Class

The biggest challenge faced by consumer facing companies looking at the African Consumer Market is the age old positioning of the “middle class” as the ideal target audience. This middle class is segmented by the same attributes as the original middle classes who formed the consumer markets of the developed world. This is the outside […]

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Household energy consumption behaviour in East Africa: Lighting & Conclusion (3 of 3 Parts)

  The following is extracted from a six month study during 2012 on household energy consumption behaviour in rural Kenya and Rwanda among the lower income demographic, that led to an understanding of some of barriers hampering the sales of client’s solar products in this market. This 3rd and final part will focus on fuel […]

Posted in Africa, African Consumer Market, Analysis, Base of the Pyramid, Biashara Economics, Business Models, Consumer Behaviour, Design, Economy, Ecosystem, Frugality, Indigenous & Traditional, Informal & Flexible, jua kali, Kenya, Marchés africains, Marketing, Prepaid Economy & Informal Sector, Research, Retail in Africa, Rural Economy, Scarcity, Strategy, Sub Saharan Africa, Technology, User research | Also tagged , , , , , , , , , | 1 Response

Some Highlights from Reviewing the African Consumer Market 2014-2017

Recently I was reminded of the cover story in the Africapitalist magazine published back in 2014 on the theme of the true size of the African Consumer market, that is, the hidden and untapped purchasing power embedded in the continent’s vast informal and unrecorded sector. Today I’ll start by reviewing some of the consumer trends, […]

Posted in Africa, African Consumer Market, Afrique francophone, Airtime, Biashara Economics, Business Models, Commerce en ligne (e-commerce), Consommateurs, Consumer Behaviour, Emerging Markets, Marchés africains, Marketing, Mobile platform, Perspective, Produits de grande consommation (FMCG), Research, Retail in Africa, Strategy, Sub Saharan Africa | Also tagged , | Leave a comment

As global firms (MNC) pull back from emerging markets, what does this mean for Africa?

Last week’s issue of The Economist drilled down deeper to cover the retreat of globalization – at least in the most visible form, that of the multinational brands dotting cityscapes around the world. The retreat of the global company, they trumpet, the end of Theodore Levitt’s vision. Credit Suisse takes a concise yet comprehensive look […]

Posted in Africa, African Consumer Market, Analysis, Business Models, China, Compétitivité, Consommateurs, Consumer Behaviour, Culture, East African Community, Economy, Emerging Markets, global, India, Innovation Planning, Marchés africains, Marketing, Perspective, Produits de grande consommation (FMCG), Retail in Africa, Strategy, Sub Saharan Africa, UCSD, urban, Value | Also tagged , , , | Leave a comment

The dangerous assumption that there’s no competition from the informal sector

In addition, the informal economy of open street markets still dominates 90% of retail in large countries like Nigeria and Kenya, meaning it’s a near safe bet there’s plenty of room to grow. ~ Quartz Africa, Jan 2017 Failure is a risk, and an inescapable function of the amount of resources invested, not just money. […]

Posted in African Consumer Market, Assumption filter, Biashara Economics, Compétitivité, Consommateurs, Consumer Behaviour, Ecosystem, Ghana, Informal & Flexible, Innovation Planning, Kenya, Marchés africains, Marketing, Nigeria, Perspective, Prepaid Economy & Informal Sector, Retail in Africa, Risk, Strategy, Sub Saharan Africa, urban, User research | Also tagged , , , | Leave a comment