Tag Archives: the informal economy’s middle class

Reframing the informal sector in the African consumer market: The real African middle class

This is Ruth’s shop, on the side of the highway, approximately 5km on the road to Kisumu, from Busia in western Kenya. Not quite directly part of the borderland’s economy, that trades incessantly with each other, these businesses still manage to feed off the energy of the hustle and bustle of biashara, as it flows […]

Posted in African Consumer Market, Analysis, Base of the Pyramid, Business Models, Cashless transactions, Consumer Behaviour, Design, Distribution, Emerging Markets, Innovation Planning, Kenya, Mama Biashara, Marchés africains, Marketing, Mobile platform, Perspective, Produits de grande consommation (FMCG), Research, Retail in Africa, rural, Strategy, Sub Saharan Africa, User research | Also tagged , | Leave a comment