Market Relational Mediation Practices

Abstract

The importance of developing societies in the global marketplace is never in doubt as they constitute a vital consumer base for products and services from developed countries. Yet, there is a general paucity of research on consumption behavior in developing societies. This chapter draws on Nigerian immigrants' informal entrepreneurship in Ghana to explore how these entrepreneurs respond to consumer demands and needs and the specific clientele attraction strategies they deploy to sustain and expand their businesses. The chapter argues that understanding the entrepreneurs' responses to consumer needs and their customer attraction strategies contributes to a better understanding of these businesses in their current forms, scope, and their future prospects. Ultimately, the chapter sheds light on what shapes consumption practices that make the existence of these businesses in the developing world possible and their relevance for the global marketplace and the globalization discourse.