We interviewed 35 consumers…

71.4% (25) of them are situated in different markets across Lagos state

28.6% (10) of them are situated in the Sagamu market in Ogun state

LAGOS STATE (25)

16 retailers in age range 18 – 30

5 retailers in age range 31 – 40

3 retailers in age range 41 – 60

1 retailer in age range 61 and above

MARKET PREFERENCES
(32%) 8 consumers selected ‘Neighborhood Market’ as their preferred shopping market

• Out of these, 4 gave ‘Quality’ as the reason for their preference

• Out of these, 3 gave ‘Proximity’ as the reason for their preference
• Out of these, 1 gave ‘Experience’ as the reason for their preference
• Out of these, 6 are in age range 18 – 30
• Out of these, 1 is in age range 41 – 60
• Out of these, 3 visit their NH monthly
• Out of these, 2 visit their NH weekly
• Out of these, 2 visit their NH daily
• Out of these, 5 make impulsive purchases
• Out of these, 3 stick to their shopping list
• Out of these, 4 spend below 10,000 per visit
• Out of these, 1 spends between 10,000 – 20,000
• Out of these, 1 spends between 30,000 – 50,000
• Out of these, 1 spends between 50,000 – 100,000
• Out of these, 1 spends between above 100,000
• Out of these, 3 are Brand switchers
• Out of these, 5 are Brand Loyalists
• Out of these, 6 considered ‘Quality’ as the first factor that affects their purchase decision
• Out of these, 2 considered ‘Convenience’ as the first factor that affects their purchase decision
• Out of these, 5 stated that proximity of the NH is ‘Very Important’ to their decision-making
process
• Out of these, 6 affirmed ‘Yes’ to seeking recommendations or opinions from others before
making a purchase
 • Out of these, 2 affirmed ‘No’ to seeking recommendations or opinions from others before
making a purchase

(68%) 17 consumers selected ‘Open Market’ as their preferred shopping market

• Out of these, 12 gave ‘Price differences’ as the reason for their preference
• Out of these, 4 gave ‘Quality’ as the reason for their preference
• Out of these, 1 gave ‘Proximity’ as the reason for their preference
• Out of these, 10 are in age range 18 – 30
• Out of these, 5 are in age range 31 – 40
• Out of these, 2 are in age range 41 – 60
• Out of these, 6 visit their OM monthly
• Out of these, 9 visit their OM weekly
• Out of these, 1 visits their OM daily
• Out of these, 5 make impulsive purchases
• Out of these, 12 stick to their shopping list
• Out of these, 1 spends below 10,000 per visit
• Out of these, 11 spend between 10,000 – 20,000
• Out of these, 4 spend between 30,000 – 50,000
• Out of these, 1 spends between 50,000 – 100,000
• Out of these, 3 are Brand switchers
• Out of these, 13 are Brand Loyalists
• Out of these, 7 considered ‘Quality’ as the first factor that affects their purchase decision
• Out of these, 5 considered ‘Price’ as the first factor that affects their purchase decision
• Out of these, 2 considered Variety’ as the first factor that affects their purchase decision
• Out of these, 2 considered ‘Brand’ as the first factor that affects their purchase decision
• Out of these, 1 considered ‘Convenience’ as the first factor that affects their purchase decision
• Out of these, 8 stated that proximity of the OM is ‘Very Important’ to their decision-making
process
• Out of these, 9 affirmed ‘Yes’ to seeking recommendations or opinions from others before
making a purchase
• Out of these, 8 affirmed ‘No’ to seeking recommendations or opinions from others before
making a purchase
•

BUYING HABITS (=23*)

(39.1%) 9 consumers visit the market ‘Monthly’

• Out of these, 7 are in age range 18 – 30

• Out of these, 2 are in age range 41 – 60
• Out of these, 3 make impulsive purchases
• Out of these, 6 stick to their shopping list
o Out of these, 3 spend between 30,000 – 50,000
 o Out of these, 4 are brand loyalists
• Out of these, 2 spend between 10,000 – 20,000
• Out of these, 4 spend between 30,000 – 50,000
• Out of these, 2 spend between 50,000 – 100,000
• Out of these, 1 spends between above 100,000
• Out of these, 2 are Brand switchers
• Out of these, 6 are Brand Loyalists

(47.8%) 11 consumers visit the market ‘Weekly’

• Out of these, 6 are in age range 18 – 30

• Out of these, 4 are in age range 31 – 40
• Out of these, 1 is in age range 41 – 60
• Out of these, 2 make impulsive purchases
• Out of these, 9 stick to their shopping list
o All 9 spend between 10,000 – 20,000
o Out of these, 7 are brand loyalists
• Out of these, 9 spend between 10,000 – 20,000
• Out of these, 1 spends between 30,000 – 50,000
• Out of these, 1 spends below 10,000
• Out of these, 4 are Brand switchers
• Out of these, 7 are Brand Loyalists

(13.1%) 3 consumers visit the market ‘Daily’

• All 3 are in age range 18 – 30

• All 3 make impulsive purchases
• All 3 spend between below 10,000
• All 3 are Brand Loyalists

BRAND LOYALTY (=23*)

(73.9%) 17 consumers affirmed that they are ‘Brand Loyalists’

• Out of these, 8 mentioned ‘Quality’ as their reason for brand loyalism (regardless of price)
• Out of these, 5 mentioned ‘Trust’ as their reason for brand loyalism (i.e. used to)
• Others mentioned consistency, availability, product enjoyment and brand support
•
• Out of these, 9 considered ‘Quality’ as the first factor that affects their purchase decision
• Out of these, 4 considered ‘Price’ as the first factor that affects their purchase decision
• Out of these, 1 considered Variety’ as the first factor that affects their purchase decision
• Out of these, 2 considered ‘Brand’ as the first factor that affects their purchase decision
• Out of these, 1 considered ‘Convenience’ as the first factor that affects their purchase decision

(26.1%) 6 consumers affirmed that they are ‘Brand Switchers’

 • Out of these, 2 mentioned ‘Price’ as their reason for brand switching
• Out of these, 2 mentioned ‘Availability’ as their reason for brand switching
• Others mentioned variety and quality
•
• Out of these, 5 considered ‘Quality’ as the first factor that affects their purchase decision
• Out of these, 1 considered ‘Convenience’ as the first factor that affects their purchase decision

DECISION MAKING PROCESS

(52%) 13 considered ‘Quality’ as the first factor that affects their purchase decision

• Out of these, 7 affirmed ‘Yes’ to seeking recommendations or opinions from others before
making a purchase
• Out of these, 6 affirmed ‘No’ to seeking recommendations or opinions from others before
making a purchase
• Out of these, 6 stated that proximity of the OM is ‘Very Important’ to their decision-making
process

(20%) 5 considered ‘Price’ as the first factor that affects their purchase decision

• Out of these, 4 affirmed ‘Yes’ to seeking recommendations or opinions from others before
making a purchase
• Out of these, 1 affirmed ‘No’ to seeking recommendations or opinions from others before
making a purchase
• All 5 stated that proximity of the OM is ‘Very Important’ to their decision-making process

(12%) 3 considered ‘Convenience’ as the first factor that affects their purchase decision

• Out of these, 1 affirmed ‘Yes’ to seeking recommendations or opinions from others before
making a purchase
• Out of these, 2 affirmed ‘No’ to seeking recommendations or opinions from others before
making a purchase
• Out of these, 1 stated that proximity of the OM is ‘Very Important’ to their decision-making
process

(8%) 2 considered ‘Brand’ as the first factor that affects their purchase decision

• Out of these, 1 affirmed ‘Yes’ to seeking recommendations or opinions from others before
making a purchase
• Out of these, 1 affirmed ‘No’ to seeking recommendations or opinions from others before
making a purchase

(8%) 2 considered ‘Variety’ as the first factor that affects their purchase decision

• Both affirmed ‘Yes’ to seeking recommendations or opinions from others before making a
purchase
 • Out of these, 1 stated that proximity of the OM is ‘Very Important’ to their decision-making
process

SOCIAL INFLUENCE
(60%) 15 consumers affirmed ‘Yes’ to seeking recommendations or opinions from others before making
a purchase

• Out of these, 12 are in age range 18 – 30

• Out of these, 1 is in age range 31 – 40
• Out of these, 1 is in age range 41 – 60

(40%) 10 consumers affirmed ‘No’ to seeking recommendations or opinions from others before making
a purchase

• Out of these, 4 are in age range 18 – 30

• Out of these, 4 are in age range 31 – 40
• Out of these, 2 are in age range 41 – 60

Are there specific reasons why you prefer to purchase certain brands?

• 9 consumers mentioned Quality

• 3 consumers mentioned Taste
• 3 consumers mentioned Price

Are there any specific improvements or changes you would like to see in the Nestlé brand or products?

• 6 consumers mentioned Price

• 10 consumers mentioned Product Improvement factors;
o 2 mentioned a reduction in size of Milo
o 2 mentioned the melting of Maggi cubes
o 2 mentioned congealing of Milo
o 2 mentioned improving quality and / taste
o 1 mentioned improving availability*

OGUN STATE (10)