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Factors affecting the consumer decision-making process in Africa: an exploratory study
Dissertation (MBA)--University of Pretoria, 2014.
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2015
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| _version_ | 1867613617802706944 |
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| access_status_str | Open Access |
| author2 | Machado, Ricardo |
| author_browse | Machado, Ricardo |
| author_facet | Machado, Ricardo |
| collection | Thesis |
| dc_rights_str_mv | © 2014 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. |
| description | Dissertation (MBA)--University of Pretoria, 2014. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/43988 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:39:00.149Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2015 |
| publishDateRange | 2015 |
| publishDateSort | 2015 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/43988 Factors affecting the consumer decision-making process in Africa: an exploratory study Machado, Ricardo ichelp@gibs.co.za Pather, Melisha UCTD Consumer behavior -- Africa Consumer behavior Decision making -- Social aspects Dissertation (MBA)--University of Pretoria, 2014. With more consumer product companies analysing the requirements for successful entry into African markets, the main factors they seek to determine are concerned with understanding the African consumer, so that these companies are enabled to provide products and services that relate to the inherent needs and wants of these consumers. This research study analysed the factors that affect the consumer decision-making process in East and West Africa. The countries that were focused on for this study were Kenya, Tanzania, Uganda, Nigeria and Ghana. The results of the study revealed that there is a unique macroeconomic environment in both East and West Africa that has resulted in the rise of low-end and high-end consumers. Profiles of each of these consumer types, as well as regionally specific nuances have been provided. It was also established that there are many factors that affect the consumer decision-making process in these regions. These can be grouped into product factors, marketing factors, environmental factors and purchasing factors. These behavioural nuances can be used by consumer product companies to properly prepare market entry strategies for East and West African markets in order to meet customer demands. zkgibs2015 Gordon Institute of Business Science (GIBS) MBA Unrestricted 2015-03-13T11:32:25Z 2015-03-13T11:32:25Z 2015-03-24 2014 Mini Dissertation Pather, M 2014, Factors affecting the consumer decision-making process in Africa: an exploratory study, MBA Mini Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/43988> http://hdl.handle.net/2263/43988 en © 2014 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Consumer behavior -- Africa Consumer behavior Decision making -- Social aspects Factors affecting the consumer decision-making process in Africa: an exploratory study |
| title | Factors affecting the consumer decision-making process in Africa: an exploratory study |
| title_full | Factors affecting the consumer decision-making process in Africa: an exploratory study |
| title_fullStr | Factors affecting the consumer decision-making process in Africa: an exploratory study |
| title_full_unstemmed | Factors affecting the consumer decision-making process in Africa: an exploratory study |
| title_short | Factors affecting the consumer decision-making process in Africa: an exploratory study |
| title_sort | factors affecting the consumer decision making process in africa an exploratory study |
| topic | UCTD Consumer behavior -- Africa Consumer behavior Decision making -- Social aspects |
| url | http://hdl.handle.net/2263/43988 |