非洲市場研究

非洲正迅速成為許多組織的新前沿。

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.

非洲的營銷研究可以幫助投資者了解消費者的行為和態度，並發現新的未開發市場。

非洲大陸擁有世界第二人口大國，有50多個國家。

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.

其他已開發國家現已承諾與非洲分享技術專長，以協助提高生產力。另一方面，非洲擁有一些最大的自然資源和礦產儲量，包括石油、石油、黃金、鑽石和煤炭。

非洲的機會

非洲的另一個主要產業是快速成長的金融服務和銀行業。然而，該行業仍落後於該地區的大幅成長。風險、安全問題和對詐欺的擔憂影響著非洲銀行業的發展。

許多人估計非洲國家將會成長的另一個部門是製造業。非洲許多國家都注重基礎建設，並吸引更多製造業領域的外國直接投資。該地區擁有大量勞動力資源和原材料，被一些人視為製造工廠的有利選擇。

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.

嚴重腐敗和資源配置效率低下可能會影響商業和發展。非洲各國政府越來越多採取措施改善法規和基礎設施。

非洲市場研究

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.