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



“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.


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Tems Bag First Grammy Awards Win




Tems Grammys

Tems Become The First Female Nigerian Artist To Win A Grammy Award

Tems has set a new record for Nigerian music at the 65th edition of the prestigious grammy awards 2023.

Tems achieved and set another record for Nigerian music at the 65th edition of the Grammy awards 2023 as she beat top acts such as DJ Khaled, Future, Jack Harlow, Kendrick Lamar & SZA to bag her first grammy award and also become the first female Nigerian artist to win a Grammy award.

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The singer, who had bagged 3 nominations at the Grammy awards 2023 with her immense contribution on bagged a Grammy award in the ‘Best Melodic Rap Performance’ category for her vocal and writing contribution on the smashing hit ‘Wait For U’ by Future featuring Drake and herself, making it her first Grammy award win after four nominations.

Best Melodic Rap Performance

DJ Khaled Featuring Future & SZA – Beautiful
WINNER: Future Featuring Drake & Tems – Wait for U
Jack Harlow – First Class
Kendrick Lamar Featuring Blxst & Amanda Reifer – Die Hard
Latto – Big Energy (Live)

Temilade Openiyi (born 11 June 1995), known professionally as Tems, is a Nigerian singer. She rose to prominence after she was featured on Wizkid’s 2020 single “Essence,” which reached the top ten of the Billboard Hot 100 after the release of a remixed version with an additional feature from Justin Bieber, and earned her a Grammy Award nomination. That same year, she was featured on Drake’s song, “Fountains.”

Congratulations to the leading vibe!

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Thousands of Scrap Metal dealers in Lagos State have vowed to deliver massive votes for the All Progressives Congress Presidential Candidate, Asiwaju Bola Ahmed Tinubu, the re-election of Governor Babajide Olusola Sanwo-Olu and all APC candidates across the State.

This declaration was made on Sunday at the New Garage Busstop (Odo Iyaalaro), near Ojota by the teeming members of the association. The event was organized by Grassroots Engagement Directorate under the leadership of Hon. Abdulbaq Ladi Balogun.

The Chief of Staff to Lagos State Governor who also doubles as the Director General of Independent Campaign Council for Tinubu/Shettima and Sanwo-Olu/Hamzat (ICC), Mr. Tayo Ayinde commended the leadership of the organization and the massive turnout of their members.

He reiterated government commitment to making available a conducive environment for business activities in the state. In his words; ‘ The Governor Babajide Olusola Sanwo-Olu administration is performing wonders across the State and if returned to power, he will do more.’

He assured the leadership of total support from the Government, Mr. Ayinde used the opportunity to enlighten the gathering on how to vote correctly especially with the new BVAS system.

The chairman of Independent Campaign Council, Cardinal James Omolaja Odunmbaku appreciated the members and leadership for conducting themselves very well. He charged them to go all out and vote for APC candidates in the coming elections.

Delivering his speech, the chairman of the Scrap Metal Dealers in Lagos State, Comrade Adewale Adedotun thanked the Director General, the Chairman and all that came with them. Adedotun declared that the group has no other party to support but APC .

Dignitaries at the event were Mr. Tayo Ayinde (Director General ICC), Cardinal James Omolaja Odunmbaku (Chairman ICC), Hon. Kafilat Ogbara (House of Representatives Candidate for Kosofe Constituency), Hon. Okanlawon Sanni (House of Assembly Member Kosofe), Hon. Mayosoore Ogunlewe (Chairman of Kosofe LGA), Hon. Ladi Balogun (Director, Grassroots Engagement), Hon. Olumide Olayomi, Hon. Bode Olaniyan among others


Tinubu/Shettima and Sanwo/Hamzat Independent Campaign Council (ICC)

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Sex Positions For Plus Size: Tips And Ideas




Sex Positions For Plus Size

Sex Positions For Plus Size, what you should know and how to go about it to make your partner always want you.

There is no one-size-fits-all approach to sexual positions for people of all body types, including those who are plus-size. However, here are a few positions that can be the best Sex Positions For Plus Size:

  1. Spooning: This position involves both partners lying on their sides, facing in the same direction. This position can be comfortable for those who may feel self-conscious about their bodies.
  2. Doggy Style: This position can be adjusted to accommodate different body sizes and can be especially comfortable for people with a larger bellies.
  3. Missionary: This classic position can be modified with the use of pillows or other supports under the hips to make it more comfortable and accommodating for those who are plus size.
  4. Woman on Top: This position allows for control and comfort for the person on top, and can be adjusted to accommodate different body sizes.

Remember, the most important thing is to communicate with your partner and find positions that are comfortable and enjoyable for both of you. Don’t be afraid to experiment and try different positions to find what works best for you.

It’s also important to remember that sex is about intimacy, pleasure, and connection with your partner, and not just about the physical positions. Experimenting with different techniques, such as incorporating oral sex, manual stimulation, or sex toys can help enhance the sexual experience and create new sensations, regardless of body size.

Additionally, taking the time to prioritize self-care, such as practicing good body image, engaging in physical activity, and treating yourself with kindness and respect, can also improve your sexual experience.

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Ultimately, it’s important to be comfortable and confident in your skin and to communicate openly and honestly with your partner about your desires and boundaries. By prioritizing comfort and communication, you can find a sexual experience that is fulfilling and enjoyable for both partners, regardless of body size.

It’s also worth mentioning that sex is not just about physical pleasure, but also about emotional and psychological well-being. Building a strong emotional connection with your partner through communication, trust, and mutual respect can enhance the overall sexual experience.

It’s also important to prioritize sexual health by using protection during sexual activity to reduce the risk of STIs and unintended pregnancy. If you have any concerns about your sexual health, don’t hesitate to talk to your healthcare provider or seek resources and support.

In conclusion, the key to a fulfilling sexual experience, regardless of body size, is open communication, mutual respect, and a focus on comfort and pleasure. Experimenting with different positions, techniques, and self-care practices can help enhance the sexual experience and build a stronger connection with your partner.

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