Etude de marché en Afrique

L’Afrique est en passe de devenir une nouvelle frontière pour de nombreuses organisations.

With natural resources, growing consumer markets, and untapped markets, companies are increasingly eyeing Africa for competitive advantage and growth.  The continent’s collective GDP is now almost at par with that of Russia and Brazil and the population is fast becoming urbanized. Africa has more urban population than India.

Still, income and growth disparities exist in African countries. While some countries are showing rapid economic growth, others still face extreme poverty. Africa has one of the most diverse market structures, having developed markets like Libya and some completely underdeveloped markets like Somalia and Ethiopia. Even in most developed countries in Africa, infrastructure challenges exist.  Many languages, logistical differences, transaction difficulty across borders, and different customs make Africa a highly diverse and difficult market to deal with.

Marketing Research in Africa can help investors understand consumer behavior and attitudes and identify new untapped markets.

The African continent has the second largest population in the world and has more than 50 countries.

Major industries in Africa are largely dependent on natural resources. The two biggest industries, Agriculture and Mining are the sectors that are rapidly developing. The climate of the region is suitable for the growth of cash crops.  African cocoa products are in high demand worldwide.

D’autres pays développés ont désormais promis de partager leur expertise technologique avec l’Afrique pour contribuer à améliorer la productivité. D’un autre côté, l’Afrique possède certaines des plus grandes réserves de ressources naturelles et de minéraux, notamment du pétrole, de l’or, des diamants et du charbon.

Opportunités en Afrique

Another major industry of Africa is the Finance Services and Banking industry which is growing rapidly. However, the sector is still lagging to provide substantial growth in the region. Risk, security concerns, and fears of fraud impact the development of the banking sector in Africa.

Beaucoup estiment qu’un autre secteur en croissance dans les pays africains est le secteur manufacturier. De nombreux pays d’Afrique s’efforcent de construire des infrastructures et d’attirer davantage d’IDE dans les secteurs manufacturiers. Avec d’importantes ressources en main d’œuvre et en matières premières, la région est considérée par certains comme un choix lucratif pour les installations manufacturières.

The rise of mobile phones and mobile technology in Africa is impacting how consumers live their lives.  This may also open the possibility of using mobile methods in Market Research.

Despite growth in recent years, Africa still has very low figures in private investment.  Much of the African countries’ wealth is dependent on natural reserves, which can be unstable due to changing macroeconomics.

Des niveaux élevés de corruption et une allocation inefficace des ressources peuvent avoir un impact sur les entreprises et le développement. Les gouvernements africains prennent de plus en plus de mesures pour améliorer les réglementations et les infrastructures.

Etude de marché en Afrique

Qualitative and Quantitative Market Research in Africa is growing.  Traditional methods are typically used such as face-to-face data collection, In-Person Focus Groups and Telephone surveys.  Conducting Market Research in Africa requires a thorough understanding of the local market.  In some cases, research professionals may need to go from village to village to be able to build a sample.