Analysis of consumption habits in various countries’ markets: Diversity from Europe to Africa
Consumption habits in the European market
In Europe, especially in Germany and the United Kingdom, market consumption habits show significant regional differences and characteristics. In Germany, consumers pursue high quality and pragmatism, with particular emphasis on efficiency and detail. Strict requirements for product quality require suppliers to provide high-quality goods and provide real-time tracking and feedback on goods. Germany is known for abiding by contracts, and every clause in the contract must be carefully scrutinized. After signing a contract, German businessmen rarely change the terms easily. This characteristic is called the cultural characteristic of the “contract people”.
The British market is influenced by history and retains the characteristics of the island nation, which is usually more conservative and restrained. British consumers attach great importance to formal etiquette, especially men. This gentlemanly temperament is especially obvious in business dealings. When working with UK buyers, pay attention to where they live. Many large buyers live in non-city centres, such as historic estates or villages, which can be a potentially large market.
Consumption habits in African markets
As a relatively developed African country, South Africa shows different consumption levels and preferences. The upper-middle-income class with an average monthly income of US$560 to US$1,120 is mainly white, accounting for 15% of South Africa’s population, but its income accounts for 67% of the GDP. This consumer group pursues high-quality and elegantly designed modern home appliances and fashions, and prefers European and American brands. However, 85% of the low-income group have a monthly income of US$100 to US$560. Their needs are mainly concentrated on basic living necessities. Their consumption expenditures are mainly on food and housing, and they usually choose local mid-to-low-end products.
The South African market has a rich supply of goods, and high-end goods are mostly made in Europe. They are still popular despite their high prices. Lower-end goods mainly come from other Asian countries besides Japan. The market has a large demand for light industry, textiles, clothing and other products. For example, in clothing consumption, local products can only meet 60% of domestic demand, and local consumers have distinctive characteristics in clothing choices: white people prefer tradition and exquisite designs. , while black people prefer mid- to low-end products with bright colors. The impact of this culture on consumption patterns is clear, reflecting the complexity and diversity of the market.
Through the analysis of consumption habits in European and African markets, it can be seen that the cultural and economic backgrounds of different regions have a profound impact on consumers’ purchasing behavior and choices, and different consumption levels and needs also provide the market with Diverse development opportunities.