Africa’s role in the future global economy will only grow: After all, 60% of the population added to the world in the next 30 years will be living on the continent. Yet a thorough understanding of Africa’s diversity and regional differences in consumer behavior is a prerequisite for businesses eager to tap into Africa’s market potential. The Boston Consulting Group’s African consumer survey provides a useful starting point.
About the Authors
Pedro Marecos, Stefano Niavas, Takeshi Oikawa, and Nomava Zanazo are regional experts with the Boston Consulting Group based in Nairobi, Luanda and Johannesburg.
Instant access to over 20,000 book summaries
Discover your next favorite book with getAbstract.
See prices >>
Stay up-to-date with emerging trends in less time.
Learn more >>