Description:
Doing business in sub-Sahara Africa can be full of disparate challenges, and anyone looking to identify a classic African consumer will struggle. Despite sharing a common border, inhabitants of one country differ from those in a neighboring country with respect to their attitudes, buying and media preferences. Given this degree of diversity within and across geographies, new research from Nielsen shows that marketers need to look beyond the obvious to reach and resonate with both niche and mass audiences.