The Mind Of An African Consumer — Why Do We Buy?

Africa, being one of the most populated continents in the world, needs a lot of things despite all the resources we have. Why does the average African man buy? Because he needs. Yes, many times, we buy what we don’t need. But we first focus on what we need. “Need” is relative though. What I find necessary to have will be different from what you find needful. But generally, the African purchases items out of necessity.

Imagine you just moved into a new apartment and it needs furniture and decoration. There would be more essential items to get before others. For example, you would need settees and curtains. To some, a mattress would be a priority. You’re bound to purchase the settees and curtains until you have enough money to get the other items. You’re buying out of necessity. Africans have been studied over time and it’s been observed that we are naturally firm and particular when it comes to buying necessary items. Even looking at the average African parent, she has a habit of buying what the child needs like clothes, school books, and food but, once in a while gives him a treat.

Africans like to save therefore, we are known for our bargaining power and buying the essentials. Unfortunately, poverty has been a major problem for many years in the African continent. Despite the fact that we are wealthy with more than enough resources to get us through difficult times, many African countries suffer from poverty due to government failures. Years of poverty have taught us to learn to manage, to be wise with money, and watch how we spend. An African who is managing cash would buy only what he needs, what he considers necessary, and save the rest for later. Of course, there are exceptions. We have rich Africans who can afford virtually anything, but the natural order of purchasing behaviour is to buy what is needed first.

Peer pressure. Remember the blue charm bracelet that was in vogue in Nigeria at some point, especially among secondary and university students? They said it brought good luck (by the way, superstition can be a good business strategy for Africans). But you, deep down in the secret chambers of your heart, knew that was just fantasy. But since all your friends were buying it, you said — why not? Well, it being pretty was a good excuse to buy it, yes? The compulsion to do something just because others of your class are doing it in order not to feel left out is what is called peer pressure. We human beings crave belonging, which is one of the stages to self-actualization, according to humanistic psychologist, Abraham Maslow.

Therefore, it is no surprise when we see a young person eager to please the people around him in order to obtain that sense of belonging. In an African society though, it is more of a thing to stay connected to groups, to identify with a certain group, and it includes all aspects including purchasing behaviour. The compulsion of peer pressure could be from the individual himself — the feeling of having to buy this product because others are. Or the pressure could be directly from peers — when the individual is being coerced into buying a certain product. You don’t particularly need that dress and are broke, but because it’s the coolest outfit to get now and you just can’t bear to be left out, you go ahead and purchase it. Can you tell that the reason of peer pressure is a bit similar to that of trends? Another reason why Africans purchase goods is because “that’s what’s in vogue”. (I remember buying an “AMA KIP KIP’ shirt because everyone in UNILAG was wearing it, that was one of the worst purchasing decisions of my life- I can’t say why here)

There are kids who pester their parents every week to get a particular type of phone, outfit, or accessory, et cetera because it is what is trending. The thing about trends is that it always changes, leaving the consumer perpetually dissatisfied with the suddenly “old” item and obsessed with getting the new one. The need to follow trends could be from peer pressure or the obsession of feeling important. Here in Africa, Nigeria particularly, buying items because it is trending could be traced back to the feeling of inferiority. We’ve come a long way from slavery and oppression, but past experiences still linger in the mind, verbally and psychologically passed down from our ancestors. Following trends gives the sense of class, importance, and belonging to something that matters. Producers tease this part of the consumer’s mind.

I know someone who is so crazy about keeping up with trends that she changes her phone just about every year. From the latest iPhone to the latest iWatch. This is more than because the camera is great. I mean, why change from an iPhone X to an iPhone XR when the X camera is already super? Trend. It affects how we think hence, affecting our purchasing behaviour. “Follow the trend” is now a mantra heard all over social media and it has conditioned a lot of young people to need to keep up with what is in vogue.

So why do Africans buy? We buy based on numerous triggers that may not have anything to do with the functionality of a product or service, I believe we mostly buy based on emotional triggers filed with various desires to have a better life.

The mind of an African consumer is an interesting concept in business. In the subsequent articles, other aspects of this topic like “where do we buy?” would be considered.