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  Nigeria is a diverse country with a rich cultural tapestry, and understanding the different types of customers within this market is crucial for businesses to thrive. Each customer segment has unique characteristics, preferences, and expectations. In this article, we will explore nine different types of Nigerian customers and provide insights on how businesses can effectively deal with them.
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  1. The Bargain Hunter

Bargain hunters are customers who prioritize getting the best deal or discount. They are price-sensitive and constantly seek opportunities to save money. To deal with bargain hunters, businesses should consider offering competitive pricing, promotions, or bundled deals. Communicate the value and benefits of your products or services while highlighting any cost savings. Additionally, providing excellent customer service and building a reputation for fair pricing can help retain and attract these customers.
  1. The Brand Conscious

Brand-conscious customers in Nigeria place a high value on well-known and reputable brands. They are influenced by brand recognition, prestige, and social status. To appeal to these customers, businesses should focus on building a strong brand identity, maintaining a consistent brand image, and investing in marketing efforts that enhance brand visibility. Emphasize the quality, exclusivity, and trustworthiness of your brand to attract and retain brand-conscious customers.
  1. The Traditionalist

Traditionalist customers in Nigeria have a deep-rooted attachment to traditional values, customs, and products. They prefer local products and may be sceptical of foreign or modern alternatives. To cater to traditionalist customers, businesses should incorporate elements of local culture and tradition in their products, marketing messages, and customer interactions. Showcasing local craftsmanship, cultural authenticity, and community involvement can help build trust and loyalty among these customers.
  1. The Tech-Savvy Millennial

Tech-savvy millennials form a growing customer segment in Nigeria. They are digitally connected, rely on technology for information and transactions, and have high expectations for seamless online experiences. To engage with tech-savvy millennials, businesses should prioritize digital channels, mobile-friendly experiences, and social media presence. Leverage technology-driven marketing strategies, such as influencer collaborations, online advertising, and personalized digital experiences, to reach and connect with this customer segment.
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  1. The Value Seeker

Value-seeking customers in Nigeria are driven by finding products or services that offer the best value for their money. They look beyond price and consider factors such as quality, durability, and functionality. To appeal to value seekers, businesses should focus on delivering high-quality products or services at a reasonable price point. Emphasize the features, benefits, and long-term value that your offerings provide. Providing warranties, guarantees, or after-sales support can further enhance the perceived value for these customers.
  1. The Relationship-Oriented Customer

Relationship-oriented customers value personalized attention, trust, and long-term relationships with businesses. They appreciate personalized recommendations, follow-up communication, and exceptional customer service. To build relationships with these customers, businesses should invest in relationship management strategies. This includes assigning dedicated account managers, implementing customer loyalty programs, and maintaining regular communication through various channels. Demonstrating genuine care, addressing individual needs, and exceeding expectations is key to nurturing these customer relationships.
  1. The Impulse Buyer

Impulse buyers make purchases spontaneously, driven by emotions or immediate desires. They are attracted by eye-catching displays, limited-time offers, or persuasive marketing messages. To engage with impulse buyers, businesses should focus on creating visually appealing displays, utilizing persuasive marketing techniques, and offering limited-time promotions. Employing urgency-based tactics and positioning your products or services as must-have items can help capture the attention and encourage impulsive purchases.
  1. The Educated Customer

Educated customers in Nigeria are knowledgeable, and well-informed, and conduct thorough research before making purchase decisions. They value transparency, trustworthy information, and expertise. To cater to educated customers, businesses should provide detailed product information, educational resources, and transparent pricing. Focus on establishing yourself as an industry expert through thought leadership content, webinars, or workshops. Encourage customer reviews and testimonials to showcase the experiences of other educated customers. Building trust through transparency and delivering accurate, reliable information will resonate with this customer segment.
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  1. The Socially Conscious Customer

Socially conscious customers in Nigeria prioritize ethical and sustainable practices. They are concerned about the environmental impact, social responsibility, and ethical sourcing of products. To appeal to socially conscious customers, businesses should emphasize their commitment to sustainability, fair trade, or corporate social responsibility initiatives. Communicate your efforts to reduce your environmental footprint, support local communities, or engage in philanthropy. Transparently sharing your ethical practices and aligning your brand values with those of socially conscious customers can foster loyalty and attract like-minded individuals.


In conclusion, understanding the different types of Nigerian customers is vital for businesses to effectively engage with their target market. By tailoring marketing strategies, product offerings, and customer experiences to meet the unique needs and preferences of each customer segment, businesses can foster customer loyalty, drive sales, and achieve long-term success. By acknowledging and adapting to the diverse landscape of Nigerian customers, businesses can build strong relationships, establish trust, and position themselves as leaders in the market. Featured Image Source: ZenBusiness
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This article was first published on 15th July 2023


Nnaemeka is an academic scholar with a degree in History and International Studies from the University of Nigeria, Nsukka. He is also a creative writer, content creator, storyteller, and social analyst.

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