The Mind of an African Consumer – By Marketing Strategist, Olayemi

Published

2 years ago

May 6, 2021

admin

“Many strategies that have worked elsewhere have failed dismally in Africa because business owners have failed to recognize that Africa has a very different landscape and frame of reference to the rest of the world. Not being attuned to the consumer or neglecting to tailor strategies could mean that businesses are overlooking valuable segments of the market.” – Lwandile Qokweni, development director for sub-Saharan Africa, Carat

Would you buy a brand-new iPhone for a fortune or you’d rather get its second hand? I guess your reply would depend on how much you have to spare and if you even like the iPhone brand. Although, whether you like it or not may depend on its price.

This is a natural consumer behaviour. We want to buy our money’s worth. Even if you are as rich as Gates, you would still want to buy a phone you trust to be worth your cash. Nobody likes waste – why do you think Gates is rich anyway? This is just one small aspect of the purchasing behaviour of a typical consumer. In this article, we would be looking at the psychological undertones of consumer behaviour – in Africa.

According to Reinaldo Fiorini, a huge part of Africa’s growth comes from the rise of the consumer. This opposes the myth that the growth in Africa only comes from resources. But looking statistically, the rate at which consumers have grown obviously has a huge impact on the growth in Africa as a whole. “Africa presents over 40% of the population growth in the world,” said Fiorini. At around one billion people, Africa’s population growth is of considerable interest to consumer companies, and is set to grow by 50% in the next 20-30 years, according to recent studies.

As observed, Africans spend a lot more than people in places like Brazil or India, creating an opportunity for consumer-facing businesses around the globe. This means establishments of businesses that focus directly on the consumer have been created. For example, there is that clothes plug on Instagram where you shop for affordable outfits, or the minimart not far from your home where you purchase toiletries and foodstuff. The interest of these businesses is the interest of the consumer. As long as the consumer is satisfied, they are satisfied too. The fact that Africans are in just about every country in the world and spend more, gives the opportunity for businesses to be more consumer-oriented. But in order to embrace these opportunities, companies need to understand two things: who are Africa’s consumers, and how do they think and behave?

Research has revealed that more than 50% of Africa’s population is below the age of 20. For retailers, this is a key factor to consider. According to Fiorini, only 25% of African consumers above the age of 45 years care about jean brands. This is a relatable fact today. How many times have you seen Big Daddy wear denims? Maybe the coolest he can get is to wear just a pair of slacks and a t-shirt. But for younger people between the ages 16 and 24, according Fiorini’s survey, more than half of them believe jean brand is important. If you’re within this age group, you might think so too, because why would you go to a party in slacks? So, the retailers see that the consumer is emerging from what they’re normally used to and therefore, have to understand how these new people think and behave in order to be effective in sales.

There is the belief that the majority of African consumers are hopeful and aspirational. According to a research survey, 55% of people feel like their lives are going to be better. What is even more shocking is that in Ghana, 97% feel that their lives are going to better in the next two years. The definite time frame surprises even me, this is what I like to refer to as indefinite optimism.

Furthermore, a large portion of the consumer population is saving money each month. About 72% make an effort to save every month. What is interesting about this is that only about 26% of these consumers are saving for an emergency. The rest (about 46%), according to Fiorini’s research, are saving for large purchases.

Television and radio are rated as the most trusted channels for the influencing of consumers to make certain purchasing decisions. An interesting observation has been made over time that people listen to their family and friends when they are about to make a purchasing decision, but in truth, they actually ignore them. (I remember ignoring my brother when I wanted to buy my first used iPhone, and I ended up making a terrible choice), In a place like North America, people actually listen to their friends when about to make a purchase or when asking for recommendations. But here in Africa, recommendations are asked for, but typically, individuals get easily influenced by adverts on radio or television – which is why sellers have taken advantage of these very platforms.

In addition, Africans have proven to be loyal to brands. Especially in West Africa, people are very loyal in apparel. African women in particular, are incredibly loyal to local brands. It is the same tailor Mummy Praise goes to sew all her “owambe” clothes. Likewise, Hannatu is obsessed with Bobrisky’s clothing line. This says something about a loyal customer who unknowingly encourages her producer to do more, do better, and perhaps charge more.

In conclusion, Africans have an interestingly different way of purchasing products but, of course, still within the general scope of human behaviour. Despite this fact most business-related topics are focused on Western countries, Africa’s consumer behaviour, as we have seen, has made many researchers intrigued enough to make studies, surveys, and researches, regardless it is a business disaster to plan for the African consumer without an African marketing strategist in the room.

The mind of an African consumer is an interesting concept in business we need to continually talk about, In the subsequent articles, other aspects of this topic like “why we buy?” would be considered.

Politics

UK, US, Saudi Arabia, others in bilateral meetings with President Tinubu, pledge support, solidarity

Published

14 mins ago

May 29, 2023

Yinka Rahman

Several countries on Monday formally presented their goodwill messages and letters of support and solidarity to President Bola Tinubu at the Presidential Villa, Abuja.

The letters were presented to the president by the special envoys and heads of missions of the countries after his inauguration as the 16th President of Nigeria.

Among the countries are United Kingdom, United States, Saudi Arabia, Japan, Brazil, South Korea, Israel, Cape Verde, Somalia and Nicaragua.

While congratulating President Tinubu, the new UK High Commissioner to Nigeria, Richard Montgomery, presented letters from British Prime Minister Rishi Sunak, King Charles and Archbishop of Canterbury Justin Welby.

The US delegation led by Secretary of Housing and Urban Development, Marcia L. Fudge, paid a courtesy call on President Tinubu and had a brief bilateral discussion with him.

Also, the South Korean delegation had bilateral discussions with Tinubu.

While delivering a letter of invitation from South Korean, President Yoon Suk Yeol for Tinubu to visit that country soon, the delegation also sought increase relations between the two countries.

The Saudi Arabian delegation delivered a goodwill message from the Saudi Royal House to the Nigerian president.

A special envoy of the Japanese Prime Minister Fumio Kishida equally paid a call on President Tinubu and extended a hand of support and fellowship.

In the same vein, Israeli Prime Minister Benjamin Netanyahu sent a delegation which met with Tinubu and expressed willingness to work with the country in the area of fin-tech.

Others who met with President Tinubu and pledged cooperation with Nigeria included delegations from Brazil, Somali, Cape Verde and Nicaragua.

Office of President,
Tunde Rahman
May 29, 2023.

FIRST INAUGURAL ADDRESS BY PRESIDENT BOLA AHMED TINUBU 29 MAY 2023

Published

3 hours ago

May 29, 2023

Yinka Rahman

THE NIGERIAN IDEAL

My Fellow Citizens,

I stand before you honoured to assume the sacred mandate you have given me. My love for this nation is abiding. My confidence in its people, unwavering. And my faith in God Almighty, absolute. I know that His hand shall provide the needed moral strength and clarity of purpose in those instances when we seem to have reached the limits of our human capacity.

This day is bold and majestic yet bright and full of spirit, as is our precious nation.

As a nation, we have long ago decided to march beyond the dimness of night into the open day of renewed national hope.

The question we now ask ourselves is whether to remain faithful to the work inherent in building a better society or retreat into the shadows of our unmet potential.

For me, there is but one answer. We are too great a nation and too grounded as a people to rob ourselves of our finest destiny.

This nation’s journey has been shaped by the prayers of millions, and the collective sacrifices of us all.

We have endured hardships that would have made other societies crumble.

Yet, we have shouldered the heavy burden to arrive at this SUBLIME moment where the prospect of a better future merges with our improved capacity to create that future.

To the surprise of many but not to ourselves, we have more firmly established this land as a democracy in both word and deed.

The peaceful transition from one government to another is now our political tradition. This handover symbolizes our trust in God, our enduring faith in representative governance and our belief in our ability to reshape this nation into the society it was always meant to be.

Here, permit me to say a few words to my predecessor, President Muhammadu Buhari. Mr President, you have been an honest, patriotic leader who has done his best for the nation you love. On a more personal note, you are a worthy partner and friend. May History be kind to you.

For many years, Nigeria’s critics have trafficked the rumour that our nation will break apart, even perish.

Yet here we are. We have stumbled at times, but our resilience and diversity have kept us going.

Our burdens may make us bend at times, but they shall never break us.

Instead, we stand forth as Africa’s most populous nation and as the best hope and strongest champion of the Black Race.

As citizens, we declare as one unified people devoted to one unified national cause, that as long as this world exists, NIGERIA SHALL EXIST.

Today, Fate and Destiny join together to place the torch of human progress in our very hands. We dare not let it slip.

We lift high this torch so that it might shine on every household and in every heart that calls itself Nigerian. We hold this beam aloft because it lights our path with compassion, brotherhood, and peace. May this great light never EXTINGUISH.

Our administration shall govern on your behalf but never rule over you. We shall consult and dialogue but never dictate. We shall reach out to all but never put down a single person for holding views contrary to our own.

We are here to further mend and heal this nation, not tear and injure it.

In this vein, may I offer a few comments regarding the election that brought us to this juncture. It was a hard fought contest. And it was also fairly won. Since the advent of the Fourth Republic, Nigeria has not held an election of better quality.

The outcome reflected the will of the people. However, my victory does not render me any more Nigerian than my opponents. Nor does it render them any less patriotic.

They shall forever be my fellow compatriots. And I will treat them as such. They represent important constituencies and concerns that wisdom dare not ignore.

They have taken their concerns to court. Seeking legal redress is their right and I fully defend their exercise of this right. This is the essence of the rule of law.

Over six decades ago, our founding fathers gave bravely of themselves to place Nigeria on the map as an independent nation.

We must never allow the labor of those who came before us to wither in vain but to blossom and bring forth a better reality.

Let us take the next great step in the journey they began and believed in.

Today, let us recommit our very selves to placing Nigeria in our hearts as the indispensable home for each and every one of us regardless of creed, ethnicity, or place of birth.

My supporters, I thank you. To those who voted otherwise, I extend my hand across the political divide. I ask you to grasp it in national affinity and brotherhood. For me, political coloration has faded away. All I see are Nigerians.

May we uphold these fitting and excellent notions as the new Nigerian ideal.

My fellow compatriots,

The Nigerian ideal which I speak of is more than just an improvement in economic and other statistics. These things are important; but they can never convey the fullness of our story.

Our mission is to improve our way of life in a manner that nurtures our humanity, encourages compassion toward one another, and duly rewards our collective effort to resolve the social ills that seek to divide us.

Our constitution and laws give us a nation on paper. We must work harder at bringing these noble documents to life by strengthening the bonds of economic collaboration, social cohesion, and cultural understanding. Let us develop a shared sense of fairness and equity.

The South must not only seek good for itself but must understand that its interests are served when good comes to the North. The North must see the South likewise.

Whether from the winding creeks of the Niger Delta, the vastness of the northern savannah, the boardrooms of Lagos, the bustling capital of Abuja, or the busy markets of Onitsha, you are all my people. As your president, I shall serve with prejudice toward none but compassion and amity towards all.

In the coming days and weeks, my team will publicly detail key aspects of our programme. Today, permit me to outline in broad terms a few initiatives that define our concept of progressive good governance in furtherance of the Nigerian ideal:

The principles that will guide our administration are simple:

1. Nigeria will be impartially governed according to the constitution and the rule of law.

2. We shall defend the nation from terror and all forms of criminality that threaten the peace and stability of our country and our subregion.

3. We shall remodel our economy to bring about growth and development through job creation, food security and an end of extreme poverty.

4. In our administration, Women and youth will feature prominently.

5. Our government will continue to take proactive steps such as championing a credit culture to discourage corruption while strengthening the effectiveness and efficiency of the various anti-corruption agencies.

SECURITY

Security shall be the top priority of our administration because neither prosperity nor justice can prevail amidst insecurity and violence.

To effectively tackle this menace, we shall reform both our security DOCTRINE and its ARCHITECTURE.

We shall invest more in our security personnel, and this means more than an increase in number. We shall provide, better training, equipment, pay and firepower.

THE ECONOMY

On the economy, we target a higher GDP growth and to significantly reduce unemployment.

We intend to accomplish this by taking the following steps:

First, budgetary reform stimulating the economy without engendering inflation will be instituted.

Second, industrial policy will utilize the full range of fiscal measures to promote domestic manufacturing and lessen import dependency.

Third, electricity will become more accessible and affordable to businesses and homes alike. Power generation should nearly double and transmission and distribution networks improved. We will encourage states to develop local sources as well.

I have a message for our investors, local and foreign: our government shall review all their complaints about multiple taxation and various anti-investment inhibitions.

We shall ensure that investors and foreign businesses repatriate their hard earned dividends and profits home.

JOBS

My administration must create meaningful opportunities for our youth. We shall honour our campaign commitment of one million new jobs in the digital economy.

Our government also shall work with the National Assembly to fashion an omnibus Jobs and Prosperity bill. This bill will give our administration the policy space to embark on labour-intensive infrastructural improvements, encourage light industry and provide improved social services for the poor, elderly and vulnerable.

Agriculture

Rural incomes shall be secured by commodity exchange boards guaranteeing minimal prices for certain crops and animal products. A nationwide programme for storage and other facilities to reduce spoilage and waste will be undertaken.

Agricultural hubs will be created throughout the nation to increase production and engage in value-added processing. The livestock sector will be introduced to best modern practices and steps taken to minimize the perennial conflict over land and water resources in this sector.

Through these actions, food shall be made more abundant yet less costly. Farmers shall earn more while the average Nigerian pays less.

INFRASTRUCTURE

We shall continue the efforts of the Buhari administration on infrastructure. Progress toward national networks of roads, rail and ports shall get priority attention.

FUEL SUBSIDY

We commend the decision of the outgoing administration in phasing out the petrol subsidy regime which has increasingly favoured the rich more than the poor. Subsidy can no longer justify its ever-increasing costs in the wake of drying resources. We shall instead re-channel the funds into better investment in public infrastructure, education, health care and jobs that will materially improve the lives of millions.

MONETARY POLICY

Monetary policy needs thorough housecleaning. The Central Bank must work towards a unified exchange rate. This will direct funds away from arbitrage into meaningful investment in the plant, equipment and jobs that power the real economy.

Interest rates need to be reduced to increase investment and consumer purchasing in ways that sustain the economy at a higher level.

Whatever merits it had in concept, the currency swap was too harshly applied by the CBN given the number of unbanked Nigerians. The policy shall be reviewed. In the meantime, my administration will treat both currencies as legal tender.

FOREIGN POLICY

Given the world in which we reside, please permit a few comments regarding foreign policy.

The crisis in Sudan and the turn from democracy by several nations in our immediate neighbourhood are of pressing concern.

As such, my primary foreign policy objective must be the peace and stability of the West African subregion and the African continent. We shall work with ECOWAS, the AU and willing partners in the international community to end extant conflicts and to resolve new ones.

As we contain threats to peace, we shall also retool our foreign policy to more actively lead the regional and continental quest for collective prosperity.

Conclusion

This is the proudest day of my life. But this day does not belong to me. It belongs to you, the people of Nigeria.

On this day, Nigeria affirms its rightful place among the world’s great democracies. There, Nigeria shall reside forever.

The course of our past and the promise of the future have brought us to this exceptional moment.

In this spirit, I ask you to join me in making Nigeria a more perfect nation and democracy such that the Nigerian ideal becomes and forever remains the Nigerian reality.

With full confidence in our ability, I declare that these things are within our proximate reach because my name is Bola Ahmed Tinubu, and I am the President of the Federal Republic of Nigeria.

May God bless you and May He bless our beloved land.