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

In: Gbadamosi, A. (Ed.) Handbook of Research on Consumerism and Buying Behavior in Developing Nations. IGI Global (2016)

19 Pages Posted: 11 Jul 2016 Last revised: 18 Nov 2016

See all articles by Nnamdi O. Madichie

Nnamdi O. Madichie

Unizik Business School, Awka, Nigeria

Promise Opute

GPROM Academic and Management Solutions

Date Written: July 3, 2016

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.

Keywords: Big Tobacco, Consumer Protection, Sub-Saharan Africa

Suggested Citation

Madichie, Nnamdi O. and Opute, Promise, Consumer Protection in Sub-Saharan Africa: An Exploration of 'Big Tobacco' Marketing Practices (July 3, 2016). In: Gbadamosi, A. (Ed.) Handbook of Research on Consumerism and Buying Behavior in Developing Nations. IGI Global (2016), Available at SSRN: https://ssrn.com/abstract=2804219

Nnamdi O. Madichie (Contact Author)

Unizik Business School, Awka, Nigeria ( email )

PMB 5025
Awka
Nigeria

HOME PAGE: http://https://unizik.edu.ng/

Promise Opute

GPROM Academic and Management Solutions ( email )

Rotheweg 3
Salzkotten, 33154
Germany

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