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Understanding Nigerian Customer Behavior for Freelancers

Last Updated on July 23, 2023


As a freelancer, understanding the behavior of Nigerian customers is crucial for building a successful business.

Nigeria is a diverse country with a complex mix of cultures, beliefs, and expectations that influence customer behavior.

To succeed, freelancers must understand the nuances of customer behavior and tailor their approach to meet the needs of different segments of the market.

This blog post provides an overview of the importance of understanding Nigerian customer behavior for freelancers.

Additionally, it explores the key factors that influence customer behavior in Nigeria, including cultural values, income levels, and technology adoption.

The post also discusses the various channels and platforms that freelancers can use to engage with Nigerian customers, including social media, mobile apps, and online marketplaces.

By the end of this post, freelancers will have a better understanding of what drives Nigerian customer behavior and how to develop effective strategies that resonate with their target audience.

Nigerian Customer Behavior Trends

Common Behaviors and Attitudes of Nigerian Customers

As a freelancer in Nigeria, understanding the behavior and attitudes of Nigerian customers is essential for building successful working relationships.

Here are some common behavior trends to keep in mind:

  • Nigerians are typically skeptical of new people and ideas, especially in business.

  • Nigerians highly value personal relationships and trust, which takes time to develop.

  • Nigerian customers tend to be price-sensitive and value-oriented.

  • Many Nigerian customers prefer face-to-face interaction rather than digital communication.

  • Nigerians tend to be very vocal and expressive in their feedback, both positive and negative.

  • Cultural factors like religion and family influence buying decisions for many Nigerians.

These behavior trends have a significant impact on the expectations of Nigerian customers in a freelance context.

  • Freelancers should expect to spend time building relationships and earning trust with Nigerian customers.

  • Pricing should be competitive and value-based, with an understanding of the local market.

  • Freelancers should prioritize personal interactions, such as phone calls or meetings, to build trust and rapport.

  • Freelancers should be prepared for direct and honest feedback, both positive and negative. This feedback can help improve performance and build trust.

  • Understanding cultural nuances and factors that influence buying decisions can help freelancers tailor their services to meet customer needs better.

Overall, it’s essential for freelancers to take the time to understand the unique behavior and attitudes of Nigerian customers to build successful working relationships.

By prioritizing personal relationships, understanding pricing and feedback expectations, and being mindful of cultural factors, freelancers can provide value and exceed customer expectations in Nigeria.

Read: Boost Your Freelance Business: Nigerian Ad Platforms Review

Building Relationships with Nigerian Customers

Strategies for Building Trust and Establishing a Strong Rapport with Nigerian Customers

  1. Communication is key: Nigerians value effective communication and appreciate it when you take the time to communicate with them in a clear and concise manner. It is important to be attentive and listen actively to their concerns or needs.

  2. Be respectful: Showing respect to Nigerian customers by addressing them respectfully and using appropriate titles is crucial to building a strong rapport. Greetings are also important in their culture, so take time to learn the right greetings for different situations.

  3. Build trust over time: Establishing trust with Nigerian customers takes time. Be patient and consistent in your actions, follow through on your promises, and build trust one step at a time.

  4. Keep your promises: Nigerian customers value honesty and integrity. Do not make promises you cannot keep, and ensure that you always deliver on your promises.

  5. Take time to understand their culture: Nigerians have a unique culture, and understanding their cultural norms and values is essential to building relationships. Take time to learn about their customs, beliefs, and traditions.

How Cultural Norms and Values can Affect Relationship Building with Nigerian Customers

  1. Respect for authority: Nigerians have high regard for authority, and this extends to business relationships. When interacting with Nigerian clients or customers, it is important to show respect for their positions of authority.

  2. Family ties: Nigerians place a lot of value on family ties and relationships. Building a strong rapport with a Nigerian customer may also mean building a strong relationship with their family.

  3. Religious beliefs: Religion plays an important role in Nigerian society, and it is important to respect their religious beliefs. Avoid scheduling meetings or business engagements during religious holidays or events.

  4. Personal relationships: Nigerians value personal relationships, and building trust and rapport often requires taking time to establish personal connections with customers. This may mean building relationships over time or investing in face-to-face interactions.

  5. Hospitality: Nigerians are known for their hospitality and are often willing to go out of their way to help others. Acknowledging and being respectful of their hospitality can help build stronger relationships with Nigerian customers.

In essence, building relationships with Nigerian customers requires patience, consistency, and effective communication.

It is important to be respectful of their cultural norms and values, build trust over time, and take time to understand their culture.

By investing in building strong relationships with Nigerian customers, freelancers can increase their chances of success and establish a loyal customer base.

Read: Case Study: Successful Freelancer Marketing Strategies in Nigeria

Understanding Nigerian Customer Behavior for Freelancers

Meeting Nigerian Customer Needs

Nigeria has the largest economy in Africa, with over 200 million people. As a freelancer, understanding the unique needs and preferences of Nigerian customers is essential for success.

Here are some tips for adapting to these needs:

Identification of the Unique Needs and Preferences of Nigerian Customers

  • Nigerian customers value relationships and personal connections.

  • They appreciate honesty and transparency in communication.

  • Cultural awareness is important as Nigeria is a diverse country with over 250 ethnic groups.

  • Online payment options are a must as Nigerian consumers are gradually adopting e-commerce.

  • Nigerians prefer face-to-face meetings to build trust before starting a business relationship.

  • They prioritize quality over cost and are willing to pay more for excellent service.

Tips for Adapting to These Needs in a Freelance Context

  • Build relationships with Nigerian clients by taking the time to understand their values and culture.

  • Be honest and transparent in communication, including discussing any potential challenges in delivering a project.

  • Take the time to learn about the nuances of Nigerian culture to avoid misunderstandings.

  • Offer multiple payment options, including online methods such as Paystack and Flutterwave.

  • Consider travelling to Nigeria to meet clients in person and build trust.

  • Focus on delivering high-quality work to meet the expectations of Nigerian clients.

  • Be patient as Nigerian clients prioritize relationship building and may take longer to make decisions compared to Western clients.

In summary, understanding Nigerian customer needs is essential for freelancers looking to work with clients in the country.

Building relationships, being transparent, and delivering high-quality work are just a few of the ways to adapt to these needs.

Read: Maximize Earnings: Local SEO Tips for Nigerian Freelancers

Responding to Nigerian Customer Feedback

Nigeria is a country where customer feedback is highly valued and considered an important component of building and maintaining positive relationships with customers.

Responding effectively to customer feedback is the key to success for any freelancer, whether they are providing services in Nigeria or any other part of the world.

Importance of Responding to Customer Feedback in Nigeria

  • Customer feedback is a valuable source of information: Nigerian customers are not shy about providing feedback, both positive and negative, which can be used to improve services and products. It provides valuable insights into customer needs and preferences.

  • It makes the customer feel valued: Responding to customer feedback in a timely and professional manner makes them feel like their opinion matters, which in turn can help build customer loyalty and trust.

  • It helps to build brand reputation: When customers see that their feedback is taken seriously and acted upon, it helps to build the reputation of the brand in Nigeria, which can attract new customers and increase revenue.

How to Effectively Respond to Feedback

  • Respond promptly: Nigerian customers expect prompt responses to their feedback, so it is important to respond as soon as possible. Even if the feedback is negative, taking time to respond promptly can help build a positive relationship with the customer by showing that their concerns are being taken seriously.

  • Show empathy: When responding to negative feedback, it is important to show empathy and acknowledge the customer’s feelings. This can help to defuse a potentially volatile situation and turn it into a positive experience for the customer.

  • Be professional: The tone of the response should be professional and courteous, regardless of whether the feedback is positive or negative. Avoid using defensive language or making excuses.

  • Offer a solution: When responding to negative feedback, offering a solution or compensation can help to turn a negative experience into a positive one. This shows the customer that their concerns are being taken seriously and can help to build customer loyalty.

  • Address the issue: It is important to address the issue that the customer has raised and provide an explanation or solution. This can help to prevent similar issues from arising in the future.

In fact, responding to customer feedback in Nigeria is a crucial component of building and maintaining positive relationships with customers.

It provides valuable insights into customer needs and preferences and can help to build brand reputation and customer loyalty.

By responding promptly, showing empathy, being professional, offering a solution, and addressing the issue, freelancers can effectively respond to feedback and ensure the success of their business in Nigeria.

Read: Niche Marketing: Standing Out as a Freelancer in Nigeria


Overall, it is crucial for freelancers to understand the Nigerian customer behavior when working in the Nigerian market.

Some of the key points covered in this blog post include:

  • The diverse cultural background of Nigeria and how it impacts customer behavior

  • The importance of building trust with Nigerian customers through effective communication and follow-up

  • The significance of customer satisfaction and how it can lead to repeat business and referrals

As a freelancer, taking the time to understand Nigerian customer behavior can result in better business outcomes, increased revenue, and long-term success.

Ultimately, establishing positive working relationships with Nigerian clients requires mutual respect, transparency, and a willingness to adapt to their unique needs and preferences.

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