THE CAPITALIST NIGER
Africans are considered the most loyal to product brands. It is a herd mentality. Whether it is in politics
or in business, people know the Black mentality. Because of this herd mentality, companies discount
Africans when it comes to advertising campaigns. Blacks are considered afterthoughts or to fulfil certain
so-called quotas “Blacks will always buy our products, whether we market to them or not,” has been the
confidential report to many companies. Companies like Tmberlake, the shoe company, have articulated
the fact that allowing marketing to Blacks would “cheapen” the image of their products. Fortunately for
them, Blacks prefer to buy top of the line, anything that costs a lot of money is considered the best. It is
a status symbol.
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Why would anybody want to spend almost $200 for a pair of shoes for a kindergarten student, when the
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