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When you are starting a business in Africa it is very important that you understand Africa consumer trends in general, and your consumers in particular, writes Dr Harnet Bokrezion.
Right now, Africa has the world’s fastest growing middle class with an increased spending power, and when you produce or directly sell products to a consumer market you need to be aware of these powerful developments.
While preferences, buying habits, spending power, and values of the ‘African consumer’ vary significantly, there are some macro trends we can witness across the continent. Being aware of those trends will help you make more informed and strategic business decisions with your start-up.
So, what are these new trends among African consumers? Let’s have a look…
Dr Harnet Bokrezion is the Founder of africajumpstart.com and co-author of the book ‘101 Ways to Make Money in Africa‘. She coaches individuals and consults existing companies assisting them to make smart and strategic business decisions in Africa’s new emerging markets faster and more confidently. Get in touch to inquire how she can be of assistance to your own Africa business endeavors: firstname.lastname@example.org
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