Social Class and Consumer Behavior in Sub-Saharan Africa

Abstract

The development around social class evolvement in sub-Saharan African market dated back to pre-colonial era when traditional African institution operated on the basis of royalty, land ownership, subjugation of weak tribe, and superiority of strong and powerful tribes. The advent of slavery and migration of white settlers and traders (slaves and goods) further entrenched social class structure in the system. The advent of colonial rule greatly impacted social class system whereby new strata were created based on the new administrative system that colonial system introduced into sub-Saharan Africa. Largely, acquisition of formal education, salary and wage-collection jobs, business opportunities, Western religion, clothing styles, and new roles to the traditional chiefs opened doors for new social class strata. Social class has witnessed development and improvement that has further improved marketing system and consumer understanding in the society through design of products and services for the market.