Revisiting Middle-Class Consumers in Africa: A Cross-Country City-Based Investigation Outlining Implications for International Marketers
该研究通过调查十个非洲城市的中产阶级，识别出三个不同的细分群体，分析其生活方式和购买行为，为国际营销者提供市场细分和策略启示。
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, to answer calls to provide more marketing insight into the African middle class. The discussion also outlines theoretical and managerial implications.