Re-imagining marketing mix strategies for African millennials

This paper investigates the decision-making considerations made by millennial consumers in Africa on marketing mix elements marketers use. A conceptual framework that can provide marketers with insights on how to design context-relevant marketing mix strategies to target millennials is proposed. The study was exploratory, using questionnaires, personal interviews, in-situ focus groups and ethnographic site visits in ten cities in nine African countries to collect data from 585 participants. Key findings include the influence of complementary variables such as ambition, image, social status and influence of colleagues in conjunction with product quality considerations on pricing decisions. Critical drivers for brand selection, distribution and creative promotion strategies are outlined. Technology is a crucial mediating variable of the various marketing mix considerations outlined. These considerations' theoretical and practical marketing implications are outlined to inform marketers of potential future strategic directions to serve the segment.