In South Africa, 83% of consumers believe that established brands are the best, compared with an average of 38% of consumers in developed markets, and 67% in Africa. This is according to a report by The Boston Consulting Group (BCG), Understanding Consumers in the “Many Africas”, which explored the current and expected future spending patterns in a number of African countries, including South Africa.
Stefano Niavas, partner at BCG and co-author of the report, says the African
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