Revisiting Middle-Class Consumers in Africa: A Cross-Country City-Based Investigation Outlining Implications for International Marketers

Abstract

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.