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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 […]

Posted in Africa, African Consumer Market, Assumption filter, Biashara Economics, Business Models, Cattle, Consumer Behaviour, Economy, Emerging Markets, Indigenous & Traditional, Informal & Flexible, Kenya, Livestock, Marchés africains, Marketing, Perspective, Prepaid Economy & Informal Sector, Retail in Africa, Rural Economy, Strategy, Sub Saharan Africa | Also tagged , , , | Leave a comment