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THE LOGIC BEHIND THE ACT OF PURCHASING OF THE CAMEROONIAN CONSUMER.

In principle, the brand must be the main driver when it comes to a consumer to acquire a good or a service.




  • How does the brand push for the purchase?

Unlike a product X which has no value on any market, apart from the physical product itself or the service. A brand when it is supported by two pillars:

  1. The tangible aspect
Who is the product or service. That's,  the raison d’être of the brand.


     2. The intangible aspect 

What are the values, the ideals by which the product is carried in time and space. And which effect of emotional connection with the consumer. As  well as,  demarcation factor in the market.

Indeed, for a brand pushes a consumer to purchase, it must write a message in the subconscious of the latter. The unconscious which is reputed to be the seat of desires and passions according to Dr Freud. And that also seems to be the dark area of the human personality. Area in which, are repressed all the aspects of our person that we refuse to reveal to our conscience. Hence the quote: ''Our conscious acts have unconscious motives'' -Dr Freud.

If the brand succeeds in creating an emotional link (message of the brand)  with your unconscious, the latter will eventually materialize in your consciousness by an act of purchase.

Unconsciously when it comes to consuming a liquor brand, for example, you will buy the one that has written a psychological markar in your unconscious.

On the other hand, after a thorough study of the Cameroonian consumer,  we find that the latter is very often not influenced by the notion of brand. The following acts guide his act of purchase:

  • The price
  • The necessity
  • The fashion effect 
The result of this study pushes us to question the notion of brand, for the developing countries.

The brand incorporates all the criteria except, those related to price sensitiviy and the effect of fashion. A brand as its name suggests, creates an indelible link between the product and the consumer. And this link is very often based on the emotions (the lived ) of the latter. The consumer and the brand eventually merge and become one entity. The link created between the consumer and the brand is very often transmitted to the close entourage of the latter. Hence the notion of community creation (tribe) and ambassador.

Is the brand concept for specific market segments in developing countries? Moreover, in Sub-Saharan Africa the brand is very often associated with the luxury industry. In this case,  she really plays her role. Because, whatever the price in some countries like Nigeria and Angola the consumers are ready to offer the most expensive goods provided that these are reputed to be luxurious.

-Frédéric Betta-Akwa  

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