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Market Research In Africa: Challenges, Trends And Implications

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  • William K. Darley

    (king Abdulaziz University, Saudi Arabia)

Abstract

Multi-national corporations are increasingly setting their sights on Africa for future growth because Africa is the land of the future and offers a great promise as the last economic and industrial frontier. To capitalize on Africa’s market opportunities, an understanding of Africa’s consumers and the African marketplace is needed. Unfortunately, there has been lack of research about African consumers’ attitudes, behavior and needs historically both at the secondary and primary data levels. Given the new interest in the markets of Africa, a discussion of the market research techniques used in the African context with their attendant limitations and the implications of these methods for marketers is apropos. We offer remedies to enhance the quality of market research emanating from the continent.

Suggested Citation

  • William K. Darley, 2016. "Market Research In Africa: Challenges, Trends And Implications," ABEM Conference Proceedings, Academy of Business and Emerging Markets (ABEM), Canada, number 023374, July.
    • Handle: RePEc:ris:abemcp:023374
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