Madagascar flag Madagascar: Buying and Selling

Advertising and marketing in Madagascar

Marketing opportunities

Consumer Profile
Madagascar has a population of around 27.58 million people, with a GDP per capita (PPP) estimated at USD 1,640 by the IMF (2021), one of the lowest in the world. The country is classified as low-income by the World Bank, with 75% of the population living on less than USD 1.90 per day in 2019 (latest data available). The country’s human capital index (0.39 in 2020 - World Bank) is also one of the lowest worldwide and it has the world’s fifth-highest rate of chronic malnutrition, with 47% of children under five years suffering from stunting (UNICEF, 2021). Men earn significantly higher wages and business profits than women. Income inequality levels are not too evident in the country.
The Malagasy consumers are relatively young: according to data by the CIA, the proportion of children below the age of 14 is 38.86%, 20.06% of the population is between 15 and 24, 33.02% between 25 and 54, while only 8.07% are 55 or older; and it is equally split between men and women (2020 est.).
Most of the population lives on the eastern half of the island, on the central highlands and the eastern coastline. The urban population was only 38.5% of the total in 2020 (CIA World Factbook), although the country has seen a process of urbanization in recent years. In 2019, the rate of access to electricity was just 15%, one of the lowest in the world (World Bank, latest data available).
Classic credit has not developed much among the Malagasy population. However, micro-credit is used by a large number of farmers or small business owners. It was developed in the 1990s in Madagascar and it continues to progress. For more information, visit the site of Micro-finance in Madagascar.
Consumer Behaviour
For Malagasy consumers, brand loyalty is the most important purchase driver and loyalty levels are much higher in Madagascar than in other Sub-Saharan countries. Affordability is the second most important purchase driver, while low prices or deals may encourage trial. Proximity and availability are also very important.
Generally, Malagasies have a limited budget, thus food and grocery purchases account for almost 40% of monthly household spending (also considering that many people are active in subsistence farming). The majority of people, around 75%, still shops at kiosks (according to the latest data available from a Nielsen survey).
The majority of Malagasies are very family-oriented and many live in a joint family. A family-driven communication can thus be effective in this market (also considering that a woman’s opinion is very important in household matters).
TV and radio are the most popular sources of information and entertainment, thus companies should focus on these means for their advertisement (reaching around 90% of the potential consumers - latest survey from Mediatrie). On the other hand, newer forms of advertising (like social media) would have a lower impact, as internet access in the country is still limited.
Main Advertising Agencies

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Latest Update: May 2024