Africa through consumer’s eyes: earn, spend, live

Very little is known outside “the Dark Continent” about how Africans really live. We sometimes see pallid statistical data published by international organizations, read scarce news, and watch educational films. Yet they rarely represent daily life of Africa, which is increasing losing its distinction from life on other continents. Of course, the gap remains huge, but it is already possible to talk about preferences, a consumer basket, incomes, and a structure of spending in Africa. It was the goal of...
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