Consumer Protection in Sub-Saharan Africa: An Exploration of “Big Tobacco” Marketing Practices

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Author(s): Nnamdi O. Madichie (London School of Business and Management, UK)and Abdullah Promise Opute (GPROM Academic and Management Solutions, Germany)
Copyright: 2016
Pages: 23
Source title: Handbook of Research on Consumerism and Buying Behavior in Developing Nations
Source Author(s)/Editor(s): Ayantunji Gbadamosi (University of East London, UK)
DOI: 10.4018/978-1-5225-0282-1.ch014

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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Abstract

This chapter explores two key areas of the text – notably “children as consumers: A focus on developing countries” and “consumerism and consumer protection in developing nations.” By integrating these two streams the chapter highlights the implications of the marketing activities undertaken by tobacco companies (i.e. Big Tobacco) in Sub-Saharan Africa (SSA) for consumer protection in these countries and especially in the case of vulnerable groups such as children. By highlighting the marketing practices of global tobacco giants exploiting the weak regulatory environment in SSA, notably Malawi, Mauritius, and Nigeria. The choice of countries is based on a BBC (British Broadcasting Corporation) documentary, which highlighted the marketing practices of Big Tobacco in these countries. In terms of structure, the chapter focuses primarily on the promotion element of the traditional marketing-mix as well as the public policy implications emerging from these.

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Consumer Protection in Sub-Saharan Africa: An Exploration of “Big Tobacco” Marketing Practices

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