a basket of items from the same premises
is a key factor in the rise of these outlets.
However, the units of stock have remained
relatively small to cater for consumptions
within a given location.
In some cases, owners have just converted
their previous shops to minimarts to cat-
er for the new shopping habits. However,
these outlets have only catered for house-
hold items, some categories of food items
and consumer goods.
Variety of other household items such as
clothing and electronics are still acquired
through retail outlets, and mostly the
informal channels. All sorts of accessories
and products, both new and second-
hand items are available within the same
location. These traditional outlets are still
ingrained in the psyche and shopping
habits of consumers across most markets
in Africa.
It is no wonder some consumers will buy
packed food items like sugar, salt, and
soap among others from a supermarket,
but then pass by the local roadside market
to buy vegetables and other groceries.
High traffic to informal second-hand
markets for clothing could also be due
to perceived price differences and range
of choices in such outlets. This implies
consumers visiting such outlets are
seeking functional items. Fulfilling a
function, more than brand preference is
the key factor.
Technology, mainly access to mobile
phone and use of internet, will continue
to play a pivotal role in bridging the gap
between the bottom and low-mid level. In
the meantime, the bottom remains heavy.
Wishing all our readers happy holidays
and a fruitful 2018.
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: [email protected] or on
Twitter @IsaacTN.
The bottom is still heavy mainly due to low mo-
mentum in lifting the low end to the mid, a rel-
atively large rural population, and overall low
sustainable actions to ensure the group that
moves to the mid-level does not slip to the low
end.