Overview
Our client sought to determine the most effective market entry strategy for its products, including hair extensions, knitting yarns, blankets, and shawls —into the Nigerian market. Webhaptic Intelligence a leading market research firm in Nigeria was commissioned to carry out this study. The research aimed to identify optimal distribution channels, sales networks, and consumer preferences to guide the client’s market expansion efforts. Conducted in Kaduna State, the study provided in-depth insights into trade structures and consumer purchasing behaviour, helping the client refine its approach for a competitive market presence.
Methodology
To develop a robust market entry strategy for textile and hair products in Nigeria, Webhaptic Intelligence employed a mixed-method approach, integrating focus group discussions (FGDs) and in-depth interviews (IDIs). The study engaged key stakeholders, including distributors, wholesalers, retailers, and end consumers. A total of 4 Focus group discussions and 15 in-depth interviews were conducted across Aba and Onitsha, two of Nigeria’s major commercial hubs. These sessions explored factors influencing purchase decisions, preferred supply chains, and challenges within the industry.
Key Findings
The research uncovered vital insights shaping the market entry strategy for textile and hair products in Nigeria. Consumers prioritize quality, affordability, and durability, demonstrating a strong preference for products that offer long-term value. Additionally, trade players highlighted supply chain efficiencies, pricing strategies, and branding considerations as crucial factors in product success. The findings equip our client with actionable data to refine its distribution model, pricing structure, and positioning strategy, ensuring a successful market penetration.