1. "Rise of the middle of the pyramid in Africa": theoretical and practical realities for understanding middle class consumer purchase decision making. Issue 1 (7th January 2014) Authors: Chikweche, Tendai; Fletcher, Richard Journal: Journal of consumer marketing Issue: Volume 31:Issue 1(2014) Page Start: 27 Record Type: Journal Article View Content: Available online (eLD content is only available in our Reading Rooms) ↗