"Rise of the middle of the pyramid in Africa": Theoretical and practical realities for understanding middle class consumer purchase decision making

Journal of Consumer Marketing

Volumn 31, Issue 1, 2014, Pages 27-38

  Chikweche, Tendai ^a   Fletcher, Richard ^a  

^a UNIVERSITY OF WESTERN SYDNEY   (Australia)

Author keywords

Middle class; Purchase decision making

Indexed keywords

EID: 84893448782     PISSN: 07363761     EISSN: None     Source Type: Journal    
DOI: 10.1108/JCM-10-2013-0729     Document Type: Article

References (53)

1. African Development Bank (2011), "The middle of pyramid: dynamics of the middle class in Africa", African Development Bank, Abidjan, Market Brief, April.
2. Asian Development Bank (2010), "The rise of Asia's middle class: key indicators for Asia and Pacific", Asian Development Bank, Manila.
3. Axinn, W.G., Pearce, L.D. (2006), Mixed Method Data Collection Strategies, Cambridge University Press, Cambridge.
4. Banerjee, A., Dufflo, E. (2008), "What is middle class about the middle classes around the world?" in Journal of Economic Perspectives, Vol. 22, No. 2, pp. 3-28.
5. Birdsall, N. (2007), "Reflections on the macroeconomic foundations of inclusive middle-class growth", Center for Global Development, Washington, DC, Working Paper 130.
6. Birdsall, N., Graham, C., Pettinato, S. (2000), "Stuck in the tunnel: is globalization muddling the middle class?", Center on Social and Economic Dynamics, The Brookings Institution, Washington, DC, Working Paper No. 14.
7. Brulliad, N. (2010), "South Africa's 'black diamonds' overtake whites", Global Post, available at: www.globalpost.com/dispatch/south-africa/090630/black-middle-class-townships-economy.
8. Chang, D. (2012), "The middle class mirage", available at: www.CityPress.co.za (accessed 4 March 2012).
9. Chikweche, T., Fletcher, R. (2010), "Understanding factors that influence purchases in subsistence markets" in Journal of Business Research, pp. 643-650.
10. Creswell, J. (2007), Qualitative Inquiry and Research Designs: Choosing among Five Traditions, 2nd ed., Sage Publications, Thousand Oaks, CA.
11. Dercon, S. (2005), "Risk, poverty and vulnerability in Africa" in Journal of African Economies, Vol. 14, No. 4, pp. 483-488.
12. Easterly, W. (2001), "The middle class consensus and economic development" in Journal of Economic Growth, Vol. 6, No. 4, pp. 317-335.
13. Fay, M., Morrison, M. (2006), Infrastructure in Latin America: Recent Developments and Key Challenges, World Bank, Washington, DC.
14. Hartcher, P. (2012), "Wars wane: is the world really falling into peace?" in Sydney Morning Herald, Vol. 31, p. 11.
15. Johnson, J., Tellis, G.J. (2008), "Drivers for success for market entry into China and India" in Journal of Marketing, Vol. 72, pp. 1-13.
16. Kaufmann, D., Kraay, A., Mastruzzi, M. (2008), "Governance Matters VII: aggregate and individual governance indicators, 1996-2007", World Bank, Washington, DC, Policy Research Working Paper No. 4654.
17. Khanna, T. (2008), Billons of Entrepreneurs: How China and India are Reshaping their Futures and Yours, Harvard Business School Publishing, Boston, MA.
18. Kharas, H. (2010), "The emerging middle class in developing countries", Development Centre, Organisation for Economic Co-operation and Development, Paris, Working Paper No. 285.
19. Kharas, H., Gertz, G. (2010), "The new global middle class: a cross-over from West to East" Li, C. (Ed.), China's Emerging Middle Class: Beyond Economic Transformation, Brookings Institution Press, Washington, DC.
20. Kvale, S. (1996), Interviews: An Introduction to Qualitative Research Interviewing, Sage Publications, Thousand Oaks, CA.
21. Lee, J. (2010), "Don't underestimate India's consumers", Bloomberg Business Week, Vol. 21 January.
22. Loayza, N., Rancière, R., Servén, L., Ventura, J. (2007), "Macroeconomic volatility and welfare in developing countries" in World Bank Economic Review, Vol. 21, No. 3, pp. 1-15.
23. Mahajan, V., Banga, K. (2009), Africa Rising: How 900 Million African Consumers Offer More Than You Think, Pearson Education, Harlow.
24. Mishra, D.P. (2008), "FMCG distribution channels in India: challenges and opportunities for manufacturers and retailers" in Journal of Global Business Issues, Vol. 2, No. 3, p. 2.
25. Ndulu, L., Chakraborti, L.L., Ramachandran, V., Wolgin, J. (2007), Challenges of African Growth, Opportunities, Constraints and Strategic Directions, World Bank, Washington, DC.
26. Piekkari-Marschan, R., Welch, C. (2004), Handbook of Qualitative Research Methods for International Business, Edward Elgar, Cheltenham.
27. Prahalad, C.K. (2005), The Fortune at the Bottom of the Pyramid, Prentice Hall, Upper Saddle River, NJ.
28. Pressman, S. (2010), "The middle class throughout the world in the mid-2000s" in Journal of Economic Issues, Vol. 44, No. 1, pp. 243-263.
29. Ravallion, M. (2009), "The developing world's bulging (but vulnerable) middle class" in World Development, Vol. 38, No. 4, pp. 445-454.
30. Rundell, S. (2009), "The rise and rise of Nigeria's middle class", African Business, Vol. October.
31. Sheth, J.N. (2011), "Impact of emerging markets on marketing: rethinking existing perspectives and practices" in Journal of Marketing, Vol. 75, No. 4, pp. 166-182.
32. United Nations Conference on Trade and Development (2008), The Least Developed Countries Report, United Nations Conference on Trade and Development, Washington, DC, available at: www.unctad.org (accessed 8 March 2010).
33. World Bank (2010a), Country Files, World Bank, Washington, DC.
34. World Bank (2010b), World Development Indicators, World Bank, Washington, DC.
35. Abramowitz, A., Teixeira, R. (2009), "The decline of the white working class and the rise of a mass upper-middle class" in Political Science Quarterly, Vol. 124, No. 3, pp. 391-422.
36. Bhalla, S. (2009), The Middle Class Kingdoms of India and China, Peterson Institute for International Economics, Washington, DC.
37. Devarajan, S. (2008), "World Bank-International Monetary Fund Annual Meetings, News and Broadcasts", 16 October, available at: www.worldbank.org (accessed 15 March 2009).
38. Fay, M., Yepes, T. (2003), "Investing in infrastructure: what is needed from 2000-2010?", World Bank, Washington, DC.
39. Fosu, A.K. (2001), "Political instability and economic growth in developing economies: some specification empirical" in Economics Letters, Vol. 70, No. 2, pp. 289-294.
40. Fosu, A.K., Mlambo, K., Oshikoya, W. (2001), "Business environment and investment in Africa: an overview" in Journal of African Economies, Vol. 10, No. 2, pp. 1-11.
41. Hanke, S.H. (2008), Zimbabwe: Hyperinflation to Growth, Imara Holdings, Harare.
42. Hart, S.H. (2002), The World Economic Pyramid, World Business Council for Sustainable Development, Johannesburg.
43. International Labour Organisation (2000), "HIV/AIDS: a threat to decent work, productivity and development", document for discussion at the Special High-level Meeting on HIV/AIDS and the World of Work, Geneva, 8 June.
44. Maphosa, F. (2007), "The impact of remittances from Zimbabweans working in South Africa on rural livelihoods in the southern districts of Zimbabwe", CODESERIA, Pretoria, CODESRIA Working Paper Series.
45. Naím, M. (2008), "Can the world afford a middle class?" in Foreign Policy, Vol. 165, pp. 96-97.
46. Prahalad, C.K., Hart, S.L. (2002), "The fortune at the bottom of the pyramid" in Strategy and Business, Vol. 26, pp. 2-14.
47. Remenyi, D.B., Williams, B., Money, A., Swartz, E. (1998), Doing Research in Business and Management: An Introduction to Process and Method, Sage Publications, Thousand Oaks, CA.
48. Salinas, G.E., Haacker, M. (2006), "HIV/AIDS: the impact on poverty and inequality" in pp. 1-24, Working Paper, May, International Monetary Fund, Washington, DC.
49. Southall, R. (2004), "Political change and the black middle class in democratic South Africa" in Canadian Journal of African Studies/Revue Canadienne des Études Africaines, Vol. 38, No. 3, pp. 521-542.
50. Viswanathan, M., Sridharan, S., Ritchie, R. (2008), "Marketing in subsistence marketplac" in Wankel, C. (Ed.), Alleviating Poverty Through Business Strategy, Palgrave Macmillan, Basingstoke, pp. 209-231.
51. Weller, C., Logan, M.A. (2009), "Measuring middle class economic security" in Journal of Economic Issues, Vol. XLIII, No. 2, pp. 327-338.
52. Wolff, E.N. (2010), "Rising profitability and the middle class squeeze" in Science & Society, Vol. 74, No. 3, pp. 429-449.
53. World Bank (2008), World Economic and Financial Surveys: Regional Economic Outlook, Sub-Saharan Africa, World Bank, Washington, DC.