非洲市场研究

非洲正迅速成为许多组织的新前沿。

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 disparity 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 under-developed markets like Somalia and Ethiopia. Even in most developed countries of 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.

非洲的市场研究可以帮助投资者了解消费者的行为和态度并发现新的尚未开发的市场。

非洲大陆是世界人口第二大大陆，有50多个国家。

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.

其他发达国家现已承诺与非洲分享技术专长，以帮助提高生产力。另一方面，非洲拥有最大的自然资源和矿产储量，包括石油、黄金、钻石和煤炭。

非洲的机遇

非洲的另一个主要产业是金融服务和银行业，该行业发展迅速。然而，该行业仍然落后于该地区的大幅增长。风险、安全问题和对欺诈的担忧影响了非洲银行业的发展。

许多人估计非洲国家另一个增长的行业是制造业。非洲许多国家都致力于建设基础设施，吸引更多外国直接投资进入制造业。由于拥有大量劳动力资源和原材料，该地区被一些人视为制造工厂的有利选择。

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.

腐败率高和资源配置效率低下会影响商业和发展。非洲各国政府正在采取措施改善法规和基础设施。

非洲市场研究

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.