Airlink, Southern Africa’s premier airline, today launched its new daily Johannesburg-Nairobi service, becoming the first private sector airline to compete on the route.
Airlink’s entry into the SA-Kenya market now provides greater choices for business and leisure travellers flying between the two major regional markets.
The new service schedule is designed to offer optimal connectivity through Airlink’s Johannesburg hub, with flights to and from destinations within South Africa, throughout Southern Africa and worldwide through Airlink’s constellation of partner carriers, which includes many of the leading long-haul global carriers.
Airlink operates comfortable and efficient 98-seat Embraer E190 jetliners on the new service.
Touchdown Nairobi! Airlink inaugurates SA-Kenya service
China held the Lanting Forum on Chinese Modernization and the World
President Xi Jinping sent a congratulatory message to the Lanting Forum on Chinese Modernization and the World held at the Meet-the-World Lounge in Shanghai.State Councilor and Foreign Minister Qin Gang gave a keynote Speech at the Opening Ceremony of The Lanting Forum on Chinese Modernization.
President Xi pointed out that realizing modernization is a relentless pursuit of the Chinese people since modern times began. It is also the common aspiration of people of all countries. In pursuing modernization, a country needs to follow certain general patterns. More importantly, it should proceed from its own realities and develop its own features.
Ambassador Zhao Zhiyuan stressed that, after a long and arduous quest, the Communist Party of China has led the entire Chinese nation in finding a development path that suits China’s conditions. We are now building a strong country and advancing national rejuvenation on all fronts through a Chinese path to modernization.
China will provide new opportunities for global development with new accomplishments in Chinese modernization, bring more tangible benefits to Chinese and Ethiopian peoples, lend new impetus to humanity’s search for paths toward modernization and better social systems, and work with all countries to advance the building of a community with a shared future for mankind!
About consumer behaviour
With the high rates of inflation around the world, and not in the last place here in Ethiopia, the costs of living are skyrocketing. The increasing costs of living have a direct effect of the buying patterns of consumers, as their buying power is decreasing rapidly. Consumers around the world have many similar needs. All people must eat, drink, and have a roof over their heads. Once these basic needs are met, people will try and improve their standard of living: a more comfortable home, more recreation and higher social status. Although basic needs and the desire to improve the standard of living are universal, people’s ability to achieve these objectives is not the same at all. The economic, political, and social structures of the country people live in affect the ability of people to achieve these goals. To understand consumers, whether here in Ethiopia or in a country where you intend to export your products to, you must examine four aspects of consumer behaviour:
- What they can afford.
- What they need.
- Why they buy.
- And how they buy.
What people can afford varies significantly from country to country and the total wealth in a country is an important indicator of market potential. Governments have a major influence on the distribution of wealth in their country, by means of policies, taxes, subsidies, or ownership of industries for example. Low wages and unemployment are factors that increase the lower income class. Concentration of business ownership in a few families or individuals decreases the size of the upper class.
People spend money to satisfy their needs. They will first fulfil their basic needs like food, clothes, and housing before spending money on more luxury items. Consumption patterns therefore differ tremendously between classes of a society and between different countries. In less developed countries people tend to spend a bigger part of their income on food and in richer countries they will spend relatively more on health, recreation, and education for example.
Next, we need to find out why people buy what they buy, in other words what are the motives of consumers. Culture and norms come into the picture here. With the rich coffee culture in Ethiopia and the ceremony around it for instance, few Ethiopians will be treating their visitors on a cup of instant coffee. And pork products for example are not eaten by most Ethiopians for religious reasons.
Social class is another factor. People who belong to the same social class, based on their income, education and occupations, tend to have similar buying patterns. They may wear the same kinds of clothes, sunglasses, jewellery, watches, handbags, etc. At home they may have appliances like a tv, satellite dish, computer, or they will drive a certain type of car. And their children are likely to want certain things as well, e.g. toys and kinds of shoes.
It also matters who makes the decisions at home when it comes to spending the money and buying for the family. Ask yourself who for example buys any of the following items. Is it the husband, the wife or do they decide together on buying the groceries, furniture, the electrical appliances in the house, insurances or the car? And what influence do the children have? Mind you, many marketing strategies target children and they are informed more and more. They hear or have an opinion about what is cool, what is healthy, what is trendy, and they tell their parents. Mothers have a hard time explaining that the other cheaper brand is just as good.
Levels of education and literacy play a role as well. They go hand in hand with the economic development of a country. A low level of literacy affects the market in two ways. First, it reduces the market for products that require reading such as books and magazines. Second, it reduces the effectiveness of advertising. There may be a relation here with the way companies advertise their products on ETV, in the form of drama. Not a bad strategy I would say, considering most people watching ETV around that time.
We must be careful though not to generalize consumer behaviour too much. Consumption patterns of individual buyers still vary considerably. Not everybody in the same social class will buy the same goods. Many consumers are careful with spending their money and balance quality with the price they are willing to pay. When it comes to food, it becomes even more complex as cheaper food is often not the most nutritious.
A wise consumer will ask at least two questions before deciding to buy a product:
Do I need it? Can I afford it? The challenge for the seller and producer therefor is items to find out what people need most and what they afford.
Ton Haverkort
Bereket Kumsa
Name: Bereket Kumsa
Education: High School Diploma
Company name: Bekyma Hiking, Décor and Events
Title: Founder
Founded in: 2022
What it do: Organize trips and hiking
Hq: Addis Ababa around Gerji
Number of Employees: 2
Startup capital: 20,000 birr
Current Capital: Confidential
Reason for starting the Business: To create my own income
Biggest perk of ownership: Working for my self, being able to stand by my self
Biggest strength: Can easily communicate
Biggest challenge: Poor security around the country
Plan: Expand my business
First career: Different kind of small businesses
Most interested in meeting: President Sahle-work Zewde
Most admired person: My family
Stress reducer: Praying
Favorite past time: Time with my wife
Favorite book: The Bible
Favorite destination: Korea
Favorite automobile: BMW