Similar Search Results

“Rise of the middle of the pyramid in Africa”: theoretical and practical realities for understanding middle class consumer purchase decision making

Chikweche, Tendai; Fletcher, Richard - In: Journal of Consumer Marketing 31 (2014) 1, pp. 27-38

Purpose – The main purpose of this paper is to investigate the factors that influence the growing African middle class (middle of pyramid; MOP) consumers' purchase decision making. Design/methodology/approach – A mixed qualitative research method approach comprising in-depth interviews was...

Persistent link: https://www.econbiz.de/10014850395

Targeting the floating middle of pyramid consumers in Africa : revisiting marketing mix considerations

Chikweche, Tendai; Lappeman, James; Egan, Paul - In: Journal of international consumer marketing 34 (2022) 5, pp. 517-536

Persistent link: https://www.econbiz.de/10013465894

Exploring Africa's heterogenous middle class' brand behaviour in the new digital age : practical insights from a multiple country study

Chikweche, Tendai; Lappeman, James; Mohammed, Hossain; … - In: Journal of international consumer marketing 37 (2025) 1, pp. 55-71

Persistent link: https://www.econbiz.de/10015191963

"Rise of the middle of the pyramid in Africa" : theoretical and practical realities for understanding middle class consumer purchase decision making

Chikweche, Tendai; Fletcher, Richard - In: The journal of consumer marketing 31 (2014) 1, pp. 27-38

Persistent link: https://www.econbiz.de/10010254014

Revisiting middle-class consumers in africa : a cross-country city-based investigation outlining implications for international marketers

Chikweche, Tendai; Lappeman, James; Egan, Paul - In: Journal of international marketing 29 (2021) 4, pp. 79-94

Persistent link: https://www.econbiz.de/10012660730

Marketing financial services in Africa : exploring the heterogeneous middle-class consumer across nine countries

Chikweche, Tendai; Lappeman, James; Egan, Paul - In: Journal of financial services marketing 29 (2024) 1, pp. 1-16

Persistent link: https://www.econbiz.de/10014479191