Revisiting Middle-Class Consumers in Africa: A Cross-Country City-Based Investigation Outlining Implications for International Marketers
Abstract
This article reports on a cross-country city-based investigation that profiles the middle class in Africa and distinguishes discrete segments that demonstrate the importance of heterogeneity when studying the middle class. The authors identify three distinct middle-class segments by administering both qualitative and quantitative questionnaires across ten cities. They explore consumer behavior–related factors, such as lifestyle and purchasing,...
Paper Details
Title
Revisiting Middle-Class Consumers in Africa: A Cross-Country City-Based Investigation Outlining Implications for International Marketers
Published Date
Oct 1, 2021
Volume
29
Issue
4
Pages
79 - 94
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