factors are coming in place, and
these will help to address some
of the challenges. Enabling intraAfrica movement is a game changer
in evolving the definition of the
African consumer. As people move
more freely across the continent,
there will be a better understanding
of markets.
Now, you may wonder how this
impact the consumer market across
the continent! It addresses a key
element of the marketing mix –
Place. It will enable marketers move
products to the right places, with
less bureaucracy, time efficiencies
and less waste.
In other words, consumers will
access variety of products at the
right places. One can work out
prices and promotions from a
centralized location. You can also
have centralized manufacturing. E.g.
Egypt is a manufacturing hub for a
number of consumer goods to the
continent. However, enabling the
Place factor is a (re)defining factor.
We could also add a 5th P – People.
Key macro factor within the
continent that will impact such
intra-Africa movement, and
eventually the consumer landscape,
which is important to consider
would be the push for the Tripartite
Agreement across North, East and
Southern Africa countries. This will
obviously have a great impact on the
channel and subsequent impact on
the variety, quality and quantity of
products that consumers can access.
The other driving factor is the Africa
Passport. While the AU is still
mainly on governance/policy issues,
such a travel document will add
cream to the issue of intra-Africa
movement.
However, the question, if more
movement within the continent will redefine the African consumer, remains
to be addressed. This is a continuous
process, which we will learn as time
goes by. Consumer behaviors, practices
and perceptions across the continent
will continue to vary.
Markets will continue to have
their own peculiarities. However,
sectors such as tourism, ICT,
banking & Finance, agriculture,
health, consumer goods, real estate,
construction and education will push
the intra-Africa view.
They will shape the emerging
landscape as people share ideas,
learn and seek regional solutions.
They will help to understand as well
as break any underlying barriers
and perceptions. Lastly, they will
help in developing innovative and
customized solutions to the needs of
the African consumer.
Isaac is a marketing research consultant
within the Africa and Middle East
region. You can reach him on this and
related issue via email at: itngatia@
gmail.com or on Twitter @IsaacTN.