Markets in Africa are either brand sensitive or price sensitive. Retail or institutional customers often go for European brands and pay a phenomenal price as they donot have any clue for the actual value of products or they go for whatever there pocket allows.
In this way either they pay much more than the value of the product, just to be sure of quality & life of the product, which is often not supported by service
or
Customer ends up buying a cheap chinese gadget that has an attractive price but no life or reliability. Cheap product often does not deliver value and have small life, for which the customer goes again and buys a product that fits into his pocket and the cycle continues.
In both instances , customer ends up paying much more for little.
Is this what customer really wants ?
Why it happens ?
How it is facilitated?
What are the options ?
Whether financing the customer help or whether financing the customer possible?
Who will educate the customer?
Role of inspection agencies & their effectiveness?
What are possible solutions ?
What can government do about the same?
How can companies positioned at "value for money" segment reach to these vast markets?
Lets look at these situations and questions.
Your point of view is welcome.
Lets meet over " a cup of tea "
Sunday, September 10, 2006
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