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The purpose of this study was to demonstrate the usefulness of hybrid market segmentation by identifying segments (e.g., clusters) of consumers using a combination of psychographics, demographic information, and behavioral bases. A sample of 621 saving employed adults from Botswana completed a structured questionnaire at their place of work. Results revealed six segments that depicted unique saving motives, attitudes, and perceptions. The six segments were labeled as “anxious detached, prudent, carefree egoistical, anxious fanatical, pragmatic, and apathetic savers.” Further differences were examined among the segments based on personal values, life satisfaction, usage of saving programs, and demographic information. Results are useful for researchers and practitioners as an alternative approach for analyzing savers through the use of hybrid segmentation. Results such as these could facilitate marketing efforts to serve those who are most likely to save.

This case study examined the perceptions of the consumers after the switch over from post-paid to prepaid electricity billing model by Botswana Power Corporation and at different parameters that measure the satisfaction of customers on the utility service provided by service providers. The study also focused on customer perception on how the Botswana Power Corporation managed the change with a view to see whether the overall satisfaction had increased or decreased. A non-probability type of sampling was used and questionnaires were used as data collection instrument. The findings indicate that the customers have embraced the prepaid billing system and that they have recognized the benefits of conversion to the prepaid model. The positive perception on the prepaid system requires that the Botswana Power Corporation should make certain that quality service, better network, and regular check on the meters are carried out to ensure that the positive perception is maintained at the highest level. It is also recommended that in future, consumers are consulted and changes communicated to them in good time to address any possible negative perception about the change. Such a move will also ensure easy customer buying-in to the changes.

Farming contributes a good portion of African GDP and employs a substantial percentage of Africa’s labour force. African farming is characterised by smallholder farmers who sell to market actors’ agents and brokers. As a result, farmers complain of low returns on investments and cartel behaviour which discourage younger generation in venturing into farming or taking farming as business. The objective of this paper is to review the literature and suggest a model that could address the disconnect, based on the collective entrepreneurship theory. Keywords: small-holder farmers, market actors’ agents and brokers, cartel behaviour, collective entrepreneurship theory, African farming, agri-business, agro-food chains

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