UNILAK

Prof Marius engages Lecturers on African consumer behavior and marketing principles

Prof Marius engages Lecturers on African consumer behavior and marketing principles

The Faculty of Economic Sciences and Management at UNILAK welcomed Professor Marius
Potgieter, a visiting lecturer, for an enlightening research seminar focused on African consumer
behavior and marketing principles. The seminar, held on 3rd May 2024, attracted a diverse
group of lecturers eager to explore the nuances of consumer behavior in the African context.
Professor Marius, known for his extensive research in consumer psychology and marketing
strategies, delivered a series of engaging presentations that delved into the unique
characteristics of African consumers. He emphasized the importance of understanding cultural
influences, societal values, and economic factors that shape consumer behavior on the
continent.
Speaking at the seminar, Prof Marius highlighted the need for marketers and businesses to
adopt a more culturally sensitive approach in their marketing campaigns. He emphasized the
significance of building trust and establishing emotional connections with consumers, factors
that are particularly crucial in the African market.
During the seminar, participants had the opportunity to engage in lively discussions and
exchange ideas on various topics, including the impact of digitalization on consumer behavior,
the role of social media in shaping purchasing decisions, and strategies for effective marketing
campaigns in diverse African markets.
Professor Marius stressed the importance of authenticity and cultural sensitivity in marketing
strategies, highlighting successful campaigns that have embraced African cultural elements.
UNILAK remains committed to fostering a culture of academic excellence and innovation, and
seminars like these play a crucial role in enriching the academic experience for both faculty and
students alike.