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International Symposium “Out of (and into) Africa” on African Consumer Mark...

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Morgan State University

1700 East Cold Spring Lane 

Baltimore, MD 21251

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The African continent has often been overlooked in the field of consumer research, despite the fact that it contributes over $1.5 trillion in total GDP and that the disposable income of the middle class in the five major countries alone matches that of China (Bain, 2015). Total consumer spending has already surpassed that of Russia and is expected to double by 2020. Despite the promising social economic development in Africa and foreign marketers' enthusiasm toward its future growth, there is limited market or consumer research for marketing practitioners to draw on (McKinsey's,2012). The literature review shows that existing knowledge on African consumption and behavior is fragmented. An international symposium like this will be the first to review current knowledge on the African consumers, highlight gaps in our knowledge and understanding of the market, develop an agenda for future research, and foster collaborations among consumer researchers of similar interests. The symposium intends to provide opportunities for brainstorming and dialogues among researchers and marketing practitioners. We will especially encourage collaboration between academia and businesses in the US and those from Africa.

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Location

Morgan State University

1700 East Cold Spring Lane 

Baltimore, MD 21251

View Map

Refund Policy

Refunds up to 7 days before event

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