ABSTRACT
This chapter presents findings from a systematic literature search of nearly all the influential academic publications on African consumers during the past decades. It provides a synthesis of the currently available knowledge in the field and to identify issues requiring immediate research attention. The chapter presents an overview of the extant literature, and highlights the major themes that have attracted the attention of researchers. It discusses some of the major questions that appear to have been ignored by scholars, explaining why knowledge on the certain issues can improve economic growth and expand the market base for goods and services produced within and outside the economies. The chapter reviews the studies in the period between 1996 and 2016. It shows that studies that have explored consumer attitudes in Africa have mainly been in the financial, educational, and non-profit institutions. The chapter notes that the conventional marketing management is based on an understanding of consumers' expectations, preferences, and behaviours.
