Market Entry & Consumer Segmentation Study

Market Entry & Consumer Segmentation Study

Sector: FMCG      Country: Nigeria (West Africa)        Year: 2025

Client Background

A multinational FMCG company was planning to introduce a new personal care product into the Nigerian market. The client required reliable, data-driven insights to understand consumer preferences, price sensitivity, and competitive positioning across urban and semi-urban locations.

Research Objectives

• Assess market demand and category awareness
• Identify key consumer segments and purchase drivers
• Test product concepts, pricing, and packaging options
• Inform go-to-market and distribution strategy

Methodology

• Quantitative:
  • Face-to-face CAPI interviews (n = 2,400) across 6 states
• Qualitative:
  • Focus Group Discussions (FGDs) with target consumer segments
  • In-depth interviews with retailers and distributors
• Analytical Tools:
  • Segmentation and cluster analysis
  • Price sensitivity modeling

Key Outcomes

• Identified four distinct consumer segments with varying price and quality sensitivities
• Recommended optimal price range and packaging size for mass-market penetration
• Provided region-specific insights that informed phased market entry

Impact

The research directly informed the client’s market entry strategy, reducing launch risk and enabling targeted marketing and distribution decisions across priority regions.