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The Five Customer Types in Nigeria and How to Sell to Them

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Customer Types

By Otori Emmanuel

The lifeline of every business is enmeshed in the number and interactions of stakeholders as well as their activities in relation to the business.

These stakeholders include the suppliers of the raw materials needed for the business to manufacture its offerings, the employees or human resources who engage in the production and the customers who are the end-users and the most important stakeholder in the cycle.

The Customer

Customers are consumers or end-users that products or services are made for in order to satisfy their needs with a series of unique experiences. The customer in turn has a unique role to play as their consistent purchase makes them become the most important stakeholder in a business.

The major reason businesses collapse is for lack of customers as customers generate cash-flow for the business whenever they make purchases, therefore, contributing to increasing the sustainability of the business to remain afloat.

The uniqueness of the customer does not trivialize the role of the supplier and employee but then without the customer, the aim of building a business without an end-user is defeated.

The Nigerian market is characterized by different categories of customers and the ability to understand the type of customers a business attracts through their purchasing behaviour and data-driven approach will support the growth of a business as they will understand how to position their offerings in order to attract the specific customer segment they want and also secure a reasonable market share through intentional strategies

Here are the five customer types and what we need to know about their personality traits in order to sell to them

Innovators (2.5%)

Innovators are the type of customers whose buying decisions are risk-driven. Innovators are the youngest in age and willing to experiment upon seeing a product or service they desire to use. The personality trait of innovators is that they are impulse buyers, their need for adopting a new product has no regard with respect to whether they have budgeted for it or not.

Because they are risk-takers, they easily adopt new technological solutions and while they can easily help brands to get exposure by putting these products in the presence of other potential users, they might lose their financial resources if such solutions fail based on some limitations. The Innovators account for only 2.5% of purchases made.

Early Adopters (13.5%)

These categories of customers are the second set of individuals to adopt an innovation after the Innovators, they are called the Early Adopters and they account for only 13.5% of purchases made.

The early adopters are also very young in age just like the Innovators and have a high social status and reasonable disposable income. They are opinionated and can be regarded as thought leaders. Because Early Adopters are judicious in their choice of adoption, they can easily maintain a central communication position, especially in giving reviews.

Early Majority (34%)

The early major only adopts new solutions when a degree of time has passed after the launch of the solution into the marketplace. The time is taken before they adopt any solution is usually longer than those of the Adopters and Innovators.

They usually tend to be slower when it comes to the adoption of a solution and only belong to the above-average income class, however, their contact with Early Adopters eventually informs their decisions about eventual purchases. They also rarely hold an opinion that is the direct opposite of what the Early Adopters do. They account for 34% of all purchases.

Late Majority (34%)

The Late Majority only adopt any form of innovation after the average in the society has done that. Their approach to innovation is with a high degree of scepticism. They are far from being risk-takers as they are low on disposable income and want to avoid mistakes when making purchases since their income is limited.

They are also characterized with very little financial education, are in contact with those in the early majority and their peers, and possess not much opinion leadership. They account for 34% of all purchases just like the Early Majority.

Laggards (16%)

The laggards as the name implies are the last to adopt any form of innovation. These individuals have no respect for change as they hold on to their first generation of solutions and do not consider a change of such a solution except if there is a breakdown of such a product or it no longer works again, only these circumstances make them embrace change. They are traditionalists and are usually elderly, have very little disposable income, the lowest financial education and are only in touch with family and friends

All customer types make their unique contributions to serve them and grow a business; their role in the value chain supports the sustainability of a business in different dimensions.

The early majority and the late majority are usually the difficult set of customers, however learning to sell to them by winning their confidence and serving them right, has the ability to increase repeat purchases as they both account for the highest percentage in overall purchases made.

Customers are never the same and understanding how to serve them uniquely in a particular market, holds the key to profitability.

Emmanuel Otori, the writer, has worked on the GEM Project of the World Bank, conducted training for entrepreneurs and professionals at the Abuja Enterprise Agency and has over 8 years of experience working with over 50 SMEs across Nigeria. He can be reached via https://www.linkedin.com/in/emmanuelotori/

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The Problem with Nigeria

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tinubu problem with nigeria

By Dr Austin Orette

Is President Bola Tinubu the cause of Nigeria’s problem? Some time ago, I wrote that I did not endorse Tinubu because he will reduce the misery index of Nigeria. I did not endorse him because he will stop corruption and other ills that plague the Nation. I did not endorse him because he is a saint. The only reason I supported him was that of all the candidates, he was the only one with the sagacity to push Nigeria from the status quo of mediocrity.

So far so good, I am not disappointed. He is doing so well. He has ruffled the feathers of the imposters who assumed that Nigeria belongs to them.

The Tax Bill is our ticket to restructuring. I have always believed that the federation cannot progress unless those who believe in unitarism are excommunicated from the bus of progress. They will call Tinubu many names, but he will go down as the author of New Nigeria. We will all be equal in this federation.

I want to live in a country where there is fiscal justice. I want to be certain that the tax that comes from my boozing is not used to sponsor hajj for those who will destroy the establishment of those who sell beer. There is the case of the oil. I am from the Niger Delta. We need 60 percent of the oil and no Sheik from outside the region should tell us what to do. We don’t tell them how to pray. Why are the ports in Niger Delta not operational? We had Koko Port, Warri Port and Burutu Port. We were a country.

My people are tired of applying for a visa to clear goods in Lagos. We are tired of staying in a place that has so much federal money thrown at it but cannot manage to come up with sensible urban and housing policy.

A visit there is a journey of chaos. What are the senators doing? Can they work harder and give the Niger Delta the Dangote Deal? Dangote is in Nigeria with his own refinery and ports. What is next for him? With the way things are going, he might end up with his own currency. Who says monopoly doesn’t pay?

Nasir El-Rufai has been popping up lately, threatening the president with electoral misfortune. Can you imagine the effrontery? He became a governor with Amajiri votes and he did nothing for them. These people think they own Nigeria. Where was he when Buhari filled every position with his and his wife’s relatives?

Restructuring means you spend and manage what you produce. It is the law of the farm. You reap what you sow and don’t raise your livestock in another man’s garden without any compensation. There is Mr. Peter Obi who thinks the road to the presidency is through educating the Almajiris. If it didn’t work for Goodluck Jonathan, why do you think it will work for him?  El-Rufai is no fool. He has the Amajiri votes locked up. The solution is to ship the Almajiris to my village. We have highly motivated mothers who will adopt them and turn them into lawyers, engineers, doctors and respectable members of our society. The amajiris are orphans with living parents who don’t care. We can care for them in my village. With 60 % derivation, the sky is our limit. After they come of age and have become very educated, we will send them to the North to recolonize the North.

We need home grown colonizers in the North.  They will bring progress faster to the North than the Fulani who are in a race to return to the 7th century.

Now, they will accuse me of asking them to turn their hearts away from the gods of Saudi Arabia to the gods of my village. Who knows, some of them might become educated Imams and not hypocrites who hide Ogogoro in their prayer kettle and underage girls, under their agbada. They will not be hypocrites. This will bridge the gap in the distribution of graduates during NYSC.

Peter Obi should address this. Why should states that have so many Almajiris and no graduates have more NYSC graduates serving than states that are producing graduates? We must correct this Dangote equation. Obi should learn from Tinubu. You don’t placate bullies. We are on the way to a new Nigeria, the end of serfdom. The cacophony all over the place is beginning to be louder than Biafra. The halls of academia have just been opened in Southern Zaria and El-Rufai is apoplectic.  He cannot even comprehend that Nigeria can grow beyond one school of aviation. He is inviting Nnamdi Kanu to Dinner and wants to review Nnamdi’s notes. These are interesting times to be alive in my dear country, Nigeria.

We will end up with a federal government that does not baby sit any region. We must have a government that does not rob Peter to pay Paul. No region should become bloated and lazy with excess fat. Those who are addicted to that feeding bottle should be weaned. That is true federalism and equality.  Are the Fulani and Biafrans against this? They are five and six. Don’t let their recriminations fool you. They have one agenda.   They are one and the same side of a bad coin.

Dr Austin Orette writes from Houston, Texas

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Socio-economic, Infrastructural and Human Capital Development Blitz: The Ebie Example

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Chiedu Ebie

By Jerome-Mario Utomi

Barrister Chiedu Ebie, Chairman of the Governing Board of the Niger Delta Development Commission (NDDC), was not physically present at the colourful event, but his presence was powerfully felt via the flowery effusive praises lavished on him by stakeholders, participants and various speakers. He was almost the main item of discourse of speeches and of commendation at the event. And why? His name was a recurring refrain of praises and adulation on many lips because of the unprecedented contributions to the socio-economic, infrastructural and human capital development of the Niger Delta, his Ika nation inclusive!

For the records, Barrister Ebie enjoys respect and adoration by his people, the Ika ancient nation. His  steadfast love and selfless service to the people are undiluted.

The people, in turn, have never been tired of voicing their heartfelt appreciation to Ebie. At every juncture, they let it known to the world that their illustrious son is selfless, a pathfinder, an achiever and goal-oriented whose public service trajectory bears testimony to John Mason’s timeless postulation: “The world is divided into people who do things and people who talk about doing things.”

At the event, Ebie was fervently praised by Ika youths for his unprecedented infrastructure and human capital development attracted to the area, describing his leadership style as inclusive and people focused.

The event was the 2025 International Youth Day celebration and venue was the Trinity Event Centre, Owa Ekei Road, Boji-Boji Urban, Ika North-East local government area of Delta State. The venue was decorated to impress, and it did impress. The participants were corporately kitted: Youths drawn from all segments of the Ika nation. Gaily dressed in corporate apparels and looking resplendent in them, they could easily be mistaken for fresh law graduates being called to the Nigerian Bar or shareholders at an Annual General Meeting (AGM) but NO! The participants were youths, brimming with positive energy,  burning with zeal and passion, and desirous of making something positively out of life through skill and tech. And indeed, they listened with rapt attention as various speakers spoke ambition and success into their hearts.

The 2025 International Youth Day celebration, which had as a theme, Youth Advancement and Cooperation Through Technology and Partnership, was powered by the NDDC and it exposed the youths to the beautiful realities of skill and tech in today’s world. As expected, the event featured well-researched and outlined topics for discussion and the youths were made to understand that future wealth generator, future goldmine is skill, tech and innovative digital ideas and skills.

Just as stakeholders, speakers and participants were generous with effusive praises for Ebie, so were they also for the NDDC. They commended the management and board of the commission for preparing the region’s youths for the future through various youth initiatives. They also harped on the need for the region’s youths to embrace technology, skills acquisition, and innovation as pathways to sustainable development and social transformation.

Welcoming participants to the event, the NDDC’s Executive Director for Finance, Mrs Josephine Ejereye, disclosed that the Youth Day celebration was aimed at advancing multilateral cooperation through technology and partnership.

She urged the youths to apply lessons from the engagement to impact their world positively, noting that the Commission was committed to creating opportunities for young people across the region.

Also speaking, the United Nations Peace Ambassador and Senior Special Assistant to the Delta State Governor on Talent Development, Mr Ugagaoghene Ogheneyole, was full of praises for the NDDC board chair for bringing vitality and value to the commission, describing the current leadership as “a truly interventionist body delivering quality, people-oriented, and immensely important infrastructure across the region.” He called  on young people to embrace digital skills as tools for problem-solving and regional growth.

Mr Ogheneyole noted that the present era is one of digitalization, where technology is indispensable for addressing human needs, listing computer literacy, artificial intelligence, data science, coding, audiovisual design, UI/UX, and digital marketing as skills in high demand across industries.

He emphasized the need for the NDDC to move beyond physical infrastructure to continue to invest in human capital through digital incubation centres, grants, and venture capital for youth-driven innovations.

“The Silicon Valley did not grow into an over a trillion-dollar industrial ecosystem because of great ideas alone. Its major driving force was conscious investment in youth ideas through grants, sponsorship deals, and venture capital. If the NDDC and other stakeholders can intentionally invest in the dreams of young people carrying laptops around with big visions, the Niger Delta will reap the benefits of job creation, improved GDP, and capital market growth,” he said.

Pledging his personal commitment to the process, Mr Ogheneyole said he was willing to volunteer to work with the NDDC for free to design a roadmap for youth-driven innovation. “As a youth of Niger Delta, I am pledging to volunteer, to work with the NDDC to develop a realistic initiative to drive this process. Let us become the change we want to see,” he told the gathering.

In his presentation titled Youth as Frontiers of Positive Change in the Niger Delta, the Executive Director of the Centre for Core Values, Leadership and Orientation, Abuja, Mr Eugene Uzum, described Niger Delta youths as critical drivers of sustainable development, explaining that with more than 54 percent of Delta State’s estimated 5.9 million population falling within the youth bracket, the demographic advantage could stimulate massive growth if given the right opportunities.

Uzum, a former Director-General of the Delta State Orientation Bureau, identified four pillars for meaningful youth contribution empowerment, innovation, community engagement, and sustainable development. He stressed that empowerment through education, mindset reorientation, and access to financial and technical resources was “primus in the scheme of determinants” for change.

He noted that many young people in the region were already leveraging technology, entrepreneurship, and creative solutions to tackle local challenges. According to him, initiatives in environmental conservation, renewable energy, entrepreneurship, and civic responsibility could reposition the region for growth.

“Youth-led initiatives are already driving positive change in the Niger Delta, promoting sustainable development and good governance,” he said.

While acknowledging challenges such as insecurity, corruption, and limited resources, Mr Uzum insisted that with proper support, young people could transform the region. He urged youths to take personal responsibility for their progress, admonishing that “going far in life is not determined by where you start from, or even whether you start at all. Life is actually what you put into it. Nobody owes you a living”.

The event was organised by the NDDC in partnership with the Noble Hope Empowerment Foundation.

Speaking during the celebration which brought together youths from across Delta State to discuss opportunities in technology, leadership, and partnership as a pathway for growth and cooperation, Mr Ikechukwu Sylvester, youth leader in Ika North-East Local Government Area, lauded  Barrister Ebie’s  unwavering commitment toward the infrastructure provision and sustainable  development of Ika nation and immense  contributions of the current Board and Management of NDDC to the Niger Delta’s development.

He said: “The man, Chiedu Ebie, has done well. Things like this have never been done here before. All the street lights you are seeing in Ika today were put in place by this man. We thank God for him, and we also pray that God will continue to strengthen President Tinubu, who gave us this kind of person in the Niger Delta.”

Egime Juliet, another participant, expressed delight at being part of the programme, describing Ebie, the NDDC Board Chairman who was variously Delta state Commissioner for Higher Education and Secretary to the State Government (SSG) as God sent and a gift to Niger Delta, especially the Ika nation.

According to her, “the NDDC chairman is doing well, he is a gift to us from God, he is God sent, a precious gift from God to the Niger Delta people, particularly the Ika nation. This programme is really for the youths and I never expected it. This is the first time I have attended such a programme, and I am happy to be part of it. Whatever we have been taught today, I will put into practice. May God bless the man for us.”

While eulogizing Mr Ebie for the programme, Alika Clement, a participant concurred with previous speakers, noting that the initiative had brought visible changes to communities. His words: “Everything my brother has said is correct. Nobody expected that somebody like this could do all these things. Some of the street lights we are seeing today were put in place by this man. The Commission has existed but we never saw things like this physically before. Now people can gather together and benefit. We pray God continues to strengthen him.”

Recall that on Friday, February 28, 2025, the NDDC Board Chairman inspected some NDDC funded critical projects he attracted to the Ika Federal Constituency for the benefits of the people, assuring that the Commission will prioritize the people’s requests.

Some of these projects include: the ICT centre at the Faculty of Law, University of Delta (UNIDEL), Agbor, with modern computers and state of the art infotech equipment; the inspection of construction project at the first phase of the failed portion of Umunede/Umutu Road by Pan Ocean Flow station, at Owa-Alidinma, Ika North-East Local Government Area of Delta State, among others.

Under NDDC’s Light Up Niger Delta Programme, Barrister Ebie also attracted thousands of solar street lights  and 16 transformers to Ika Federal constituency thereby boosting economic and social activities which make life and living easier for the communities.

Earlier in April 2024, during the second Founders Day celebration and fundraising for Ika Language and Cultural Research Centre of the University of Delta, Ebie instituted a yearly award for the best graduating medical student at the University. According to him, the award by the family which would be reviewed after five years, is in honour of his father, the pioneer Chief Medical Director (CMD) of the University of Benin Teaching Hospitals (UBTH), late Professor John Ebie.

Utomi, a Media Specialist writes from Lagos, Nigeria. He can be reached via Jeromeutomi@yahoo.com or 08032725374.

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The Price of Fake Life at This Time!

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Timi Olubiyi Price of Fake Life

By Timi Olubiyi, PhD

In Lagos, Nigeria, like other African cities, Johannesburg, Cairo, and Nairobi, among others, the pressure to appear rich has reached disturbing heights. Amid a backdrop of rapid urbanization and economic uncertainty, social media platforms have only intensified this pressure, making it feel as though success is synonymous with material wealth.

From sleek cars on the streets of Lekki, Victoria Island, or Ikejaand flashy social media posts make it hard to ignore the overwhelming desire to flaunt wealth in Lagos Nigeria.

In recent time, the extravagant parties and designer clothes, the pursuit of outwardly projecting affluence has become an obsession, leaving many trapped in a cycle of debt and despair. The unfortunate paradox here is that it’s difficult for a broke person to keep up the appearance of affluence for long, while a rich person, paradoxically, can play broke every day of the week without breaking a sweat.

But the problem runs much deeper than just appearances; it has become a silent epidemic that has wreaked havoc on the mental and physical well-being of countless individuals. This pressure to appear wealthy, fueled by the desire for social validation, has now crossed dangerous thresholds, often leading to extreme consequences.

With Nigeria facing one of its highest inflation rates in decades, the economic landscape has made it increasingly difficult for many people to simply make ends meet. A devalued Naira, skyrocketing prices of goods, and unpredictable economic policies are forcing individuals to make impossible choices. For the young, the hungry, and the vulnerable, social media platforms such as Instagram and Twitter have become breeding grounds for comparison, feeding into the illusion that wealth is easily attainable.

What most people fail to see, however, is that the “rich” lifestyle they covet is often unattainable for anyone not already possessing considerable resources. The consequence? A generation of individuals who feel forced to live beyond their means, often going into debt or risking their lives to maintain a false image of success.

Even worse, the financial pressure to appear rich can often spiral into even darker consequences. In recent years, Lagos, Ilorin and many parts of Nigeria have seen a surge in ritual killings, kidnapping, and other terrible crimes often linked to the dangerous desire to accumulate wealth, or at least the appearance of it.

These violent crimes are often perpetrated by those who, due to lack of opportunities, have found themselves cornered by an economic system that rewards only those with visible wealth, no matter the means.

This disturbing trend feeds directly into the cycle of social media glorification, where a brazen display of wealth often gathers admiration, and in some cases, even envy. This desire to appear rich without any meaningful livelihood has led to a breeding ground for criminality and social vices.

Young people, especially, are finding themselves caught in this dangerous web, where they feel the need to flaunt wealth they do not have in order to gain respect and social media validation. The pressure is unbearable, and the consequences can be life-altering. As inflation continues to rise, the temptation to adopt a fake life becomes even more pronounced, with people willing to do anything whether fraudulent or violent to escape the crushing grip of financial instability.

Those who truly understand the value of money often prefer simplicity, investing in long-term growth rather than short-term gratification. It’s a lesson that the majority in Lagos and other Nigerian cities need to learn: living within your means, focusing on long-term financial growth, and avoiding the temptation to project affluence for approval will lead to more sustainable happiness.

Financial stability does not come from showing off; it comes from sound financial decisions, investments, and the ability to live within one’s means. Instead of chasing a lifestyle that is unattainable for most, focus on building something that lasts. Seek opportunities to learn about personal finance, invest in skills, and explore sustainable business ideas.

Consider putting money into assets that appreciate over time, such as real estate, stocks, or even a side hustle that offers long-term returns. Building a meaningful life also means finding value beyond material possessions. Pursue personal growth, invest in relationships, prioritize health, and learn to appreciate the things that truly bring happiness family, knowledge, experiences, and personal fulfillment.

In conclusion, while Lagos and other Nigerian cities continue to be hotbeds for the illusion of wealth, it is crucial that we shift the narrative. Let’s break the cycle, resist the pressures to conform, and begin making thoughtful, sustainable choices that can lead to true success, one built on a life of purpose. Only then can we break free from the chains of societal expectation and find lasting happiness, without risking everything in the pursuit of a fake life. The key to navigating this period is by adopting a meaningful private life and investing in things that matter, not in what the world sees. Good Luck!

How may you obtain advice or further information on the article? 

Dr Timi Olubiyi is an Entrepreneurship and Business Management expert with a PhD in Business Administration from Babcock University, Nigeria. He is a prolific investment coach, columnist, author, adviser, seasoned scholar, Chartered Member of the Chartered Institute for Securities & Investment (CISI), a member of the Institute of Directors, and a Securities and Exchange Commission (SEC)-registered capital market operator. He can be reached on the Twitter handle @drtimiolubiyi and via email: drtimiolubiyi@gmail.com, for any questions, reactions, and comments.

The opinions expressed in this article are those of the author, Dr. Timi Olubiyi and do not necessarily reflect the opinions of others.

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