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Article
African Consumer Sentiment 2019
Optimism and an Eagerness to Spend
Boston Consulting Group,
2019
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Africaâs 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 Africaâs diversity and regional differences in consumer behavior is a prerequisite for businesses eager to tap into Africaâs market potential. The Boston Consulting Groupâs African consumer survey provides a useful starting point.
Summary
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.
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