Revisiting middle-class consumers in Africa : a cross-country city-based investigation outlining implications for international marketers

This article reports on a cross-country city-based investigation that profiled the middle class in Africa and distinguished discrete segments that demonstrate the importance of heterogeneity when studying the middle class. The authors identified three distinct middle-class segments by administering both qualitative and quantitative questionnaires across ten cities. Consumer-behaviour-related factors, like lifestyle and purchasing, were explored to answer calls to provide more marketing insight into the African middle class. The discussion also outlines theoretical and managerial implications.