Identifies common practices to be aware of when selling in this market, e.g., whether all sales material need to be in the local language.
Last Published: 8/11/2017

Nigerian consumers react positively to American brands.  To elicit consumer interest, manufacturers should ensure that all sales materials are in English.  Also, the name and address of the manufacturer and country of origin should be indicated clearly on the product/packaging.  Where products are labelled and bear illustrations/pictures such as beauty/health care products, it is more effective to use pictures that match the look and features (e.g. skin tone, hair color/texture) of people in the Nigerian market. Many Nigerians demonstrate a stronger inclination to purchase U.S.-made products if the U.S. flag is printed on the package.

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Nigeria Trade Development and Promotion