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Nigerian Culture And Buyer Behavior

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1.How would an advertisement reflect this information?
2.Develop a model of buyer behavior for the product/service. Next, develop a model for an organizational buyer vs. an individual consumer.


Cuisine is a significant part of the culture of any place; Garri is the one of the most important aspect of Nigerian culture and heritage. It is a sumptuous, delicious, enjoyable, native meal that does not get it worthy recognition. Garri, is refined and processed cassava tubers that has become one of the staple food items in Nigeria. Garri was considered to be the poor man’s food but now it has gained popularity owing to its taste and goodness (Iyagba et al., 2015).

Characteristics and attributes:

  • Cassava roots or tubers are process to achieve the Garri flour.
  • It is a very popular native food item among the Nigerians
  • Associated with low cost and low maintenance
  • Can be prepared in a number of customizable ways
  • Delicious in taste and also acts as a sumptuous meal
  • Easy to cook hassle-free
  • Not only tasty but also nutritious in nature
  • It is also gluten free and has a very low quantity of fat
  • Cassava is high in fiber content
  • Helps in digestion
  • It also helps to burn fat and gives more energy
  • Helps in maintaining blood-pressure and cholesterol level (Samura, 2017)

The characteristic of the food item being gluten free and low fat can be one of the selling points of the product in an advertisement. Gluten-free food items are being in demand and the other added nutritional value to the product will give the sales a boost. Compared to rice, which is the biggest competition, Garri is high in fiber, carbohydrate and low in fat making it a much healthier option for any health conscious person (Ozoegwu et al., 2017). As the item can be prepared in a number of ways the taste of Garri can be manipulated according to the preference of the consumer. Advertisement of Garri should reflect the fact that it is a healthier option and to grab the health conscious sector of the target market it “gluten free” should be in focus.


. The consumer behavior is the study to analyze and review the purchase pattern and mannerisms of an individual. A person in inclined to purchase a product that he or she needs or wants but this requirement has to be backed by purchasing power as well. In the case of Garri, it is known as the “poor man’s food” as it is available very easily at a very reasonable price (Lasekan et al., 2016).  

Buyer behavior of Garri

Recognition- Garri is important part of the Nigerian culture. As it is not only a tasty but also a healthy option of than its competition like rice or wheat flour.         

Information search- It is a popular and native food item of Nigeria and its popularity is gaining in the rest of the world owing to its healthy characteristics. Garri is an item that is preferred by all natives as it is a significant part of the Nigerian culture. People who love the food item and can prepare it in his or her way tends to buy it.

Purchase- It is a part of nostalgia and culture for people who are form Nigeria and will buy it to savor the goodness and warmth the food item brings with it. It is also a very reasonable option and hence it is popular among the natives as well as people who know about it (Solomon, 2014).

Organizational buyer VS Individual consumer

For organizational or B2B buyer of Garri will look after the prospect of the item and how well it will sell in the Nigerian market and also if the organization wants to export it to other countries as well. Companies that make ready to eat items will be interested in a healthy option like Garri as it can draw customers from the market those who are focused towards healthy eating.

While, an individual buyer will focus on the fact that firstly it is tasty and it has a large part of the Nigerian culture associated with it. It is healthier than any other staple food items that are available in the market and it is also very reasonable in cost. The fact that it is pocket friendly and healthy is one of the main reason individual buyers would invest their money on this product (Gummesson, 2014).



Iyagba, A. G., Ajie, E. N., & Womadi-Ogwunka, O. S. (2015). Socio-economic factors affecting the marketing of garri in Ahoada East Local Government Area of Rivers State, Nigeria. Acta Agronomica Nigeriana, 15(1/2), 1-11.

Ozoegwu, C. G., Eze, C., Onwosi, C. O., Mgbemene, C. A., & Ozor, P. A. (2017). Biomass and bioenergy potential of cassava waste in Nigeria: Estimations based partly on rural-level garri processing case studies. Renewable and Sustainable Energy Reviews, 72, 625-638.

Samura, A. E., Lakoh, K. A., Nabay, O., Fomba, S. N., & Koroma, J. P. (2017). Effect of Cassava Mosaic Disease (CMD) on Yield and Profitability of Cassava and Gari Production Enterprises in Sierra Leone. Journal of Agricultural Science, 9(2), 205.

Gummesson, E. (2014). The theory/practice gap in B2B marketing: reflections and search for solutions. Journal of Business & Industrial Marketing, 29(7/8), 619-625.

Lasekan, O., Hosnas, R., Ng, S., Lin, M., Azeez, S., Teoh, L., & Shittu, R. (2016). Identification of aromatic compounds and their sensory characteristics in cassava flakes and “garri”(Manihot esculenta Crantz). CyTA-Journal of Food, 14(1), 154-161.

Solomon, M. R. (2014). Consumer behavior: Buying, having, and being (Vol. 10). Upper Saddle River, NJ: Prentice Hall.


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