Enhancing Marketing Practices: A Responsible Product for an Engaged Consumer

Vanessa Burgal ()
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Vanessa Burgal: Lagos Business School, Pan-Atlantic University

Chapter 5 in Sustainable and Responsible Business in Africa, 2024, pp 81-102 from Springer

Abstract: Abstract African companies should consider consumers as key business stakeholders and protect and develop them. Often African consumers need more resources or the knowledge and education to choose the best products for themselves and their families. Local public institutions lack funds to invest in their populations’ education and protect them from dangerous activities, products, and services forbidden outside the continent. To protect consumers and reach customer satisfaction, African companies shall build customer-centric organisations that empower clients and employees. By doing so, marketing teams can guarantee an adequate quality standard for their products and services while developing fully transparent Marketing Mix strategies. We can only protect the consumer if he is aware of the product ingredients, materials, or side effects of its usage. Finally, a responsible marketer should participate in its customers’ education to ensure complete customer awareness and understanding. When local African institutions struggle to give their people the required information and to protect them from unethical marketing behaviours, companies can assist and reinforce this learning through the appropriate Marketing Mix tools and activities. An educated consumer will soon become an engaged consumer.

Keywords: Responsible marketing; Consumer education; Customer satisfaction (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-35972-9_5

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DOI: 10.1007/978-3-031-35972-9_5

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