Introduction
Multiple calls have been made to deepen our understanding of what it means to be middle class in emerging markets (Cavusgil et al., 2018). Specifically, the abundance of attention on Africa's middle class highlights the importance of coherently understanding how the middle class behaves, consumes, and lives, given that the segment's size alone does not provide an accurate depiction of its spending power (Chikweche & Fletcher, 2014b; Kharas & Gertz, 2010). The middle consumer layer is often characterized (compared with the base of the pyramid) by their skills, education, and higher salaries and the African middle class is often...