Tag Archives: research framework

Navigating the African Informal Retail Sector

Nigeria’s consumer market has captured global attention. A significant proportion of this emerging market opportunity is in the FMCG category. Due to historical reasons, 87% of this retail trade happens in the “unorganized” or “informal sector”.  The market is highly fragmented and inefficient. Yet due to the nature of the informal economy, most of this […]

Posted in African Consumer Market, Analysis, Consumer Behaviour, Emerging Markets, Marketing, Mobile platform, Nigeria | Also tagged , , , , , | Leave a comment

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