Marketing implications given Africa's floating middle-class mindset and aspirations

Tendai Chikweche; James Lappeman; Hossain Mohammed

Marketing implications given Africa's floating middle-class mindset and aspirations

Tendai Chikweche
, James Lappeman
, Hossain Mohammed

School of Business

University of Cape Town

Research output: Chapter in Book / Conference Paper › Conference Paper

Abstract

This paper examines the consumer behaviour of this floating middle class in the diverse, multicultural, dynamic environment of sub-Saharan Africa. By Identifying barriers and challenges to their aspirations, the paper seeks to provide some understanding to new evolving consumer profiles that can influence their decision-making and interactions with international marketers. The study covers a quantitative, cross-country sample from nine countries and provides a broad perspective on this under researched (but large) segment.

Original language	English
Title of host publication	Academy of Marketing Science (AMS) World Marketing Congress: Marketing in a Multicultural and Vibrant World, June 25-29, 2024, Heritage Awali Resort, Bel Ombre, Mauritius
Publisher	Springer
Publication status	Published - 25 Jun 2024
Event	Academy of Marketing Science World Marketing Congress - Bel Hombre, Mauritius Duration: 25 Jun 2024 → 29 Jun 2024

Conference

Conference	Academy of Marketing Science World Marketing Congress
Country/Territory	Mauritius
City	Bel Hombre
Period	25/06/24 → 29/06/24

Cite this

@inproceedings{ba357391ab174fb794b3a5b62e10661e,

title = "Marketing implications given Africa's floating middle-class mindset and aspirations",

abstract = "This paper examines the consumer behaviour of this floating middle class in the diverse, multicultural, dynamic environment of sub-Saharan Africa. By Identifying barriers and challenges to their aspirations, the paper seeks to provide some understanding to new evolving consumer profiles that can influence their decision-making and interactions with international marketers. The study covers a quantitative, cross-country sample from nine countries and provides a broad perspective on this under researched (but large) segment.",

author = "Tendai Chikweche and James Lappeman and Hossain Mohammed",

year = "2024",

month = jun,

day = "25",

language = "English",

booktitle = "Academy of Marketing Science (AMS) World Marketing Congress: Marketing in a Multicultural and Vibrant World, June 25-29, 2024, Heritage Awali Resort, Bel Ombre, Mauritius",

publisher = "Springer",

note = "Academy of Marketing Science World Marketing Congress ; Conference date: 25-06-2024 Through 29-06-2024",

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Chikweche, T, Lappeman, J & Mohammed, H 2024, Marketing implications given Africa's floating middle-class mindset and aspirations. in Academy of Marketing Science (AMS) World Marketing Congress: Marketing in a Multicultural and Vibrant World, June 25-29, 2024, Heritage Awali Resort, Bel Ombre, Mauritius. Springer, Academy of Marketing Science World Marketing Congress, Bel Hombre, Mauritius, 25/06/24.

Marketing implications given Africa's floating middle-class mindset and aspirations. / Chikweche, Tendai; Lappeman, James; Mohammed, Hossain.
Academy of Marketing Science (AMS) World Marketing Congress: Marketing in a Multicultural and Vibrant World, June 25-29, 2024, Heritage Awali Resort, Bel Ombre, Mauritius. Springer, 2024.

Research output: Chapter in Book / Conference Paper › Conference Paper

TY - GEN

T1 - Marketing implications given Africa's floating middle-class mindset and aspirations

AU - Chikweche, Tendai

AU - Lappeman, James

AU - Mohammed, Hossain

PY - 2024/6/25

Y1 - 2024/6/25

N2 - This paper examines the consumer behaviour of this floating middle class in the diverse, multicultural, dynamic environment of sub-Saharan Africa. By Identifying barriers and challenges to their aspirations, the paper seeks to provide some understanding to new evolving consumer profiles that can influence their decision-making and interactions with international marketers. The study covers a quantitative, cross-country sample from nine countries and provides a broad perspective on this under researched (but large) segment.

AB - This paper examines the consumer behaviour of this floating middle class in the diverse, multicultural, dynamic environment of sub-Saharan Africa. By Identifying barriers and challenges to their aspirations, the paper seeks to provide some understanding to new evolving consumer profiles that can influence their decision-making and interactions with international marketers. The study covers a quantitative, cross-country sample from nine countries and provides a broad perspective on this under researched (but large) segment.

M3 - Conference Paper

BT - Academy of Marketing Science (AMS) World Marketing Congress: Marketing in a Multicultural and Vibrant World, June 25-29, 2024, Heritage Awali Resort, Bel Ombre, Mauritius

PB - Springer

T2 - Academy of Marketing Science World Marketing Congress

Y2 - 25 June 2024 through 29 June 2024

ER -

Marketing implications given Africa's floating middle-class mindset and aspirations

Abstract

Conference

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Cite this