Geographical patterns of food-purchasing behaviour: the example of sub-Saharan Africa

Publication date: 13/11/2023
Extent: 18 pages

Contributions by: John Kuada, African Business Education & Research, Denmark

Chapter synopsis:

This chapter seeks to provide an overview of the multiplicity of factors that are shaping the food marketing and purchasing behaviours of consumers in SSA and the implications they carry for policy, strategy, and future research in the field. In terms of structure the discussions continue after this brief introduction with a review of some theoretical perspectives that have guided empirical investigations into food marketing processes in SSA. This is followed by discussions of some major shifts in consumer preferences and purchase behaviours. We then examine changes in the food distribution infrastructure, highlighting the roles that modern food retail firms are playing in the process. Finally, we explore the implications of these changes for policy, strategy, and future research.

DOI: 10.19103/AS.2023.0129.11