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The New African Consumer

Africa is obviously the new cool.

Time says so.  FT concurs.  The Economist too.  And now a marketing professor from the University of Texas Austin, Vijay Mahajan weighs in.  Interesting stats about the middle 40% of the African population who’s young, aware of what’s going on in other more developed countries, and who’s optimistic about both theirs and the continent’s future.  Prof. Mahajan quotes research that shows Africa’s GDP as a continent to be higher than that of India’s (comparable population) with some countries enjoying a higher GDP than China!

The key for African economies is deep diving into the lifestyles of this segment and creating products, services, and communications that mirrors their emerging lifestyles.


About BRENTT Consulting

BRENTT Consulting is a market research firm founded in 2005, which provides world class consumer and industry research services exclusively to SME clients and high value entrepreneurs. We have a proven track record and have consistently delivered first class services to our valued clients. We also build tailor-made strategies and services to appropriately suit each client.


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