The results concluded from the analysis of all interviews and market data is very clear: The plastic (packaging) sector in Nigeria is very vivid and growing at a high pace. Nevertheless, the Nigerian market is highly cost conscious. Competition is set on pricing strategy: The cheaper the product, the more sales a company makes. Most manufacturers still shy away from cost increases even marginally. The majority of consumers do not care much about quality as they do have an open eye for the cost.
At the same time the future is certain to come with changes. The upper middle class is expanding and there is a growing awareness on quality products among Nigerian consumers generally.
Any high quality/ high price level company entering the Nigerian market will need a targeted product awareness campaign to help realize the market potential for their products. Both end users and converters need some form of education on the use of the products.
