Chukwuemeka  Odumegwu  Ojukwu  University  
 
Faculty  of  Management  Science  
 
Department  of  Marketing  
 
Course  Lecturer:  Dr.  M.O  Mojekeh  
 
Course:  MKT  926  (Behavioural  Aspects  of  
Marketing)    
 
Assignment  Submitted  By    
 
Uchenna  Michael  Nworah    
 
In  partial  fulfillment  of  the  requirements  of  the  
Course  MKT  926  (Behavioural  Aspects  of  
Marketing)  for  the  award  of  the  Doctor  of  
Philosophy  degree  (PhD)  in  Marketing  
 
14/06/17  
 
 
 
 
 
 
 
 
 
 
 
 
 
Question  1:  Who  is  a  competent  marketer  and  what  are  the  practical  
steps  to  becoming  a  competent  marketer?  
 
To  describe  who  a  competent  marketer  is,  it  is  important  to  first  describe  who  
a  marketer  is  and  also  identify  certain  characteristics  that  a  marketer  
possesses.    
 
A  marketer  is  an  individual  or  professional  who  has  been  trained  to  perform  
the  marketing  function  of  identifying  the  needs  of  clients,  customers  and  
prospects  and  satisfying  these  needs  profitably.  The  training  and  skills  of  the  
marketer  acquired  through  rigorous  training  combined  with  long  years  of  
professional  practice  equips  him  with  the  necessary  skills  and  competences  
such  that  he  or  she  is  able  to  apply  the  right  marketing  strategies  and  tactics  
at  any  marketing  situation  to  satisfy  the  needs  and  requirements  of  the  
prospects  profitably.    
 
To  be  able  to  perform  his  or  her  expected  job  functions  as  a  marketer,  the  
marketer  possesses  certain  distinct  characteristics.  These  are;;  
 
(A)  Professionalism:  The  marketer  is  a  professional  and  therefore  must  act  or  
behave  as  one.  The  same  way  a  medical  doctor,  lawyer  or  engineer  is  
regarded  as  a  professional,  belongs  to  a  professional  body  and  is  bound  by  
professional  ethics  and  rules  of  conduct,  so  is  a  marketer  also  a  professional  
and  is  subject  to  the  regulations,  ethics  and  operational  codes  of  the  
marketing  profession.  In  Nigeria,  professional  marketing  practice  is  regulated  
by  the  National  Institute  of  Marketing  of  Nigeria  (NIMN).  In  the  United  
Kingdom,  the  marketing  profession  is  regulated  by  the  Chartered  Institute  of  
Marketing  (CIM).    
 
(B)  The  marketer  is  guided  by  the  marketing  concept  or  marketing  orientation.  
This  means  a  total  belief  in  the  concept  that  the  consumer  is  king,  therefore  
their  needs  and  satisfaction  of  those  needs  must  be  prioritized.  Marketing  
orientation  means  an  understanding  by  the  marketer  that  the  success  of  the  
business  is  dependent  on  the  business  successfully  identifying  the  needs  of  
the  customers  and  satisfying  those  needs.  This  is  different  from  the  selling  
concept  or  sales  orientation  where  businesses  simply  create  products  and  
then  go  about  selling  them,  not  minding  if  the  goods  meet  customer  
expectations  and  requirements.    
 
(C)  The  marketer  uses  market  research  to  identify  the  needs  of  the  prospects.  
Consumer  tastes  vary  over  time;;  such  tastes  could  also  be  seasonal.  Market  
research  provides  the  marketer  with  the  relevant,  accurate,  timely  and  reliable  
data  which  he  or  she  then  uses  to  plan  his  marketing  strategy  and  tactics.      
 
(D)  After  using  market  research  to  identify  the  needs  of  the  prospects,  the  
marketer  then  goes  about  satisfying  these  needs  through  making  suitable  
marketing  mix  decisions.  The  right  products  are  created,  promoted  through  
relevant  promotional  platforms,  sold  at  the  right  prices  and  finally  displayed  
at  the  right  places  and  distribution  channels.  The  marketer  does  all  these  at  a  

  2  
 
profit  as  he  or  she  has  to  return  a  reasonable  margin  on  the  investments  the  
business  has  made  in  the  marketing  effort.    
 
(E)  Consumer  Advocacy:  In  as  much  as  the  marketer  aims  to  make  a  profit,  
he  or  she  must  also  champion  the  cause  of  the  consumers  and  help  
guarantee  and  protect  their  rights.  For  example,  the  consumers  should  be  
given  the  rights  to  return  defective  products,  they  should  be  charged  a  fair  
price,  the  marketer  should  provide  them  with  adequate  information  about  the  
products  and  services,  the  ingredients  used  in  making  them  especially  for  
drugs  and  food  items,  the  side  effects  of  consumption,  product  return  policies  
etc.  The  marketer  knows  that  championing  consumer  rights  in  the  long  run  
guarantees  long  time  success  and  helps  contribute  to  his  or  her  professional  
practice  of  sustainable  marketing.    
 
If  the  marketer  does  not  protect  the  rights  of  the  consumers  or  champion  their  
issue,  in  the  long  run,  there  will  be  no  customer  left  to  be  serviced  and  the  
business  will  close  down.  If  the  customers  perceive  that  the  marketer  is  one  
that  champions  their  rights,  through  word  of  mouth  and  other  means,  the  
customers  will  spread  the  good  news  and  indirectly  win  the  marketer  new  
customers.    
 
In  summary,  it  is  not  every  person  who  markets  a  product  or  service  that  is  a  
marketer.  The  professional  marketer  in  the  context  of  this  essay  is  a  marketer  
who  has  undergone  academic  or  professional  training  in  marketing,  has  learnt  
the  theories  and  principles  of  marketing,  belongs  to  a  professional  marketing  
body  and  also  subjects  himself  or  herself  to  the  ethics,  codes  and  guidelines  
governing  the  practice  of  the  marketing  profession.  Such  a  person  also  
subscribes  to  the  principles  of  marketing  concept  and  marketing  orientation.  
He  or  she  must  care  about  the  customer,  respect  their  rights  and  aim  to  
satisfy  their  needs  at  a  profit.  He  or  she  must  not  operate  like  a  ‘fly-­by-­night’  
cowboy  who  just  aspires  to  sell  once  using  underhand  tactics  without  caring  
about  repeat  purchases,  relationships  with  the  buyers  or  what  happens  
tomorrow  as  a  result  of  his  or  her  shady  marketing  practices.      
 
Who  is  a  competent  marketer?    
 
A  competent  marketer  is  first  a  marketer.  It  is  the  level  of  his  or  her  marketing  
expertise,  experience,  skills,  knowledge,  commitment  and  dedication  to  the  
tenets  of  the  profession  that  makes  him  a  competent  marketer.    
 
Competency  is  achieved  through  successes  in  marketing  projects  and  
activities  over  time.  The  competent  marketer  executes  his  many  marketing  
assignments  and  achieves  set  marketing  and  corporate  objectives  effectively,  
efficiently,  responsibly  and  responsively.  
 
A  competent  marketer,  armed  with  his  knowledge  of  marketing  theories  and  
principles,  skills  and  marketing  experience  additionally  has  to  operate  and  
perform  at  five  different  levels  in  the  course  of  his  professional  practice  in  
order  to  achieve  stated  marketing  and  corporate  objectives.    
 

  3  
 
The  five  different  levels  are  best  explained  using  the  diagram  below:  
 

Knowledge level   Comprehension   Analysis  level Syntheis  level   Evaluation  level

level

• Collect facts  &   • Undestand  the   • Break  down   • Put  together  a   • Review
data  about  a   various   the  problem comprehensive   marketing  
marketing   dimensions  of   and  dimension   strategic plan   strategy  and  
problem  &   the  marketing   them  to   that  provides   tactics
solution problem discover  best   soultions  to  the   • Monitor  
solution marketing   progress  
problems

 
Ozo  2002,  page  378  cited  in  Mojekeh  2011  page  483  describes  who  a  
competent  marketer  is;;  
 
(A)  A  professional  marketer  who  can  formulate  a  plan  that  can  help  a  
business  to  achieve  both  marketing  and  overall  corporate  objectives.    
 
(B)  A  professional  marketer  who  can  proffer  solutions  to  marketing  and  other  
organisational  problems  and  challenges.      
 
(C)  A  professional  marketer  who  understands  the  local  Nigerian  environment  
as  well  as  the  international  environment,  the  implications  of  the  PEST  factors  
on  marketing  activities  and  the  business  in  general.  He  or  she  also  knows  the  
right  mix  of  strategies,  plans  and  tactics  to  deploy  to  achieve  success.    
 
(D)  A  professional  marketer  who  has  an  in-­depth  knowledge  of  the  prospects  
and  customers,  understands  the  needs  of  the  target  market  and  knows  how  
best  to  satisfy  them  profitably.  
 
(E)  A  professional  marketer  who  understands  the  competition,  the  
competitor’s  strategies  and  also  knows  how  to  respond  or  react  to  such  
strategies  and  tactics.        
 
The  Practical  Steps  to  Becoming  a  Marketer  
 
Mojekeh  (2011,  page  486  -­  487)  lists  the  practical  steps  a  professional  
marketer  can  take  to  become  a  competent  marketer.  These  steps  include:  
 
(A)The  person  must  have  in-­depth  knowledge  of  marketing  principles,  
theories,  skills  and  strategies.  
 
(B)  The  person  must  understand  consumer  behaviour  whether  in  Nigeria  or  
his  particular  local  market  as  well  as  consumers  in  other  environments  which  
could  be  international.    
 
(C)  Must  have  knowledge  of  competitor  behaviours  and  activities  through  
regular  and  effective  monitoring  and  tracking  of  their  activities.  This  will  enable  
him  or  her  respond  adequately.    

  4  
 
(D)  Must  have  access  to  resources,  materials,  books  etc.  relating  to  marketing  
and  marketing  practice  and  read  them  to  keep  abreast  of  emerging  practices  
locally  and  abroad.    
 
(E)  Must  be  environmentally  aware,  both  in  political,  social,  economic,  
cultural,  technological  and  other  issues  and  factors  that  may  likely  impact  on  
the  business.  
 
(F)  Must  be  able  to  go  outside  of  his  comfort  zone  to  acquire  knowledge  from  
other  disciplines.    
 
(G)  Must  have  an  interest  and  knowledge  of  local  and  international  laws,  
ethics,  codes,  rules,  laws  and  guidelines  governing  marketing  and  related  
disciplines  including  advertising,  public  relations,  promotion,  branding  etc.    
 
(H)  Must  be  able  to  follow  trends  and  have  knowledge  of  developing,  breaking  
and  impacting  news  locally  and  internationally.    
 
(I)  Must  be  conversant  with  political  developments  in  his  or  her  local  
environment  as  well  as  abroad.    
 
(J)  Must  understand  consumer  behavioural  influences  both  cultural,  
economic,  social  and  others.      
 
(K)  Must  be  able  to  forecast  and  analyze  the  environment,  gather  data  that  
affects  marketing  planning  and  related  activities  of  the  business.  
 
(L)  Must  be  able  to  create  sustainable  marketing  programmes  and  also  
initiate/create  a  favourable  environment  internally  that  will  engender  
successful  implementation  of  marketing  strategy,  plans,  tactics  and  actions.    
 
 
Question  2:  Who  is  an  opinion  leader  and  what  are  the  characteristics  of  
an  opinion  leader  in  consumer  behaviour  analysis?  
 
Opinion  Leadership  
 
Generally,  the  concept  of  opinion  leadership  explores  and  describes  the  level  
of  relationships  and  influence  that  certain  members  of  the  society  exert  on  
other  members  of  a  particular  society.  People  who  are  educated,  well  
informed,  wealthy  and  have  higher  social  standings  are  looked  upon  by  other  
less  educated  and  sometimes  not-­so-­well  informed  members  of  the  society  for  
provision  of  information  in  certain  subjects  and  disciplines.    
 
An  opinion  leader  in  the  general  sense  therefore,  is  an  individual  who  is  held  
in  high  esteem,  is  well  regarded  by  a  group  of  individuals,  community  or  
members  of  a  society  as  having  expertise,  experience  and  knowledge  in  
particular  disciplines  and  subjects.  The  opinion  leader  is  therefore  regarded  
as  a  veritable  source  of  information,  such  that  the  people  who  go  to  him  for  
information  tend  to  believe  what  he  or  she  says  as  being  the  truth.  This  all-­

  5  
 
knowing  superior  position  confers  on  the  opinion  leader  so  much  power  and  
influence  over  those  that  look  up  to  him  or  her  and  can  also  be  dangerous.  If  
the  opinion  leader  is  the  manipulative  and  exploitative  type,  he  can  steer  the  
the  people  who  look  up  to  him  to  directions  that  may  be  dangerous  to  their  
personal  safety  and  even  the  safety  of  the  larger  society.    
 
We  have  seen  examples  where  certain  religious  leaders  both  of  the  Moslem  
and  Christian  faiths,  who  function  as  opinion  leaders  in  matters  of  God,  
religion  and  faith  have  incited  their  believers  to  violence  using  false  doctrines.  
In  America,  there  have  been  reported  cases  of  sect  and  cult  leaders  inciting  
their  members  to  commit  mass  suicide.  An  example  is  the  mass  suicide  case  
that  happened  in  Waco,  Texas  in  2003  by  the  Davidian  Cult.  
 
In  marketing  practice,  an  opinion  leader  is  someone  who  has  deep  brand  or  
product  knowledge,  and  may  have  been  a  long  term  user  of  the  particular  
product  or  brand  and  then  offers  advice  or  information,  acting  in  an  ‘informal  
brand  ambassador’  role  to  prospective  purchasers  of  that  product  or  brand.  In  
this  case,  the  motive  of  the  opinion  leaders  may  not  necessarily  be  to  
influence  the  prospects  to  purchase  the  product  or  to  patronize  the  brand  
since  he  has  no  pecuniary  gains  if  the  prospect  does,  but  rather  to  provide  
information  that  helps  guide  the  prospect  in  making  up  his  or  her  mind.    
 
In  family  settings,  parents  could  act  as  opinion  leaders  in  the  purchase  of  
certain  products.  The  father  could  advice  against  purchase  of  certain  brands  
based  on  his  previous  experience.  A  friend  could  also  serve  as  an  opinion  
leader  to  another  friend  who  may  be  requiring  information  to  make  purchase  
decisions.    
 
Opinion  leadership  varies.  An  opinion  leader  in  matters  concerning  aviation  
and  choice  of  air  transport  companies  to  chose  may  lack  sufficient  information  
in  other  areas  example  agriculture  and  may  therefore  not  be  a  good  opinion  
leader  in  matters  concerning  agriculture.    
 
These  days,  brands  seek  out  influential  personalities  who  they  believe  will  
exert  the  most  influence  on  the  purchase  decisions  and  buying  behaviours  of  
their  prospects  and  make  them  brand  ambassadors.  These  brand  
ambassadors  are  contracted  and  are  paid  huge  sums  of  money  by  brands  to  
endorse  their  brands.  Globacom,  Nigeria’s  second  largest  telecom  operator  
uses  a  host  of  musicians,  actors  and  other  personalities  as  opinion  leaders  to  
sell  their  products  and  services.  Currently,  they  have  the  following  as  their  
brand  ambassadors;;  Richard  Mofe-­Damijo,  Olamide,  Mercy  Johnson,  Basket  
Mouth,  Wizkid,  Zebrudaya  and  a  host  of  others.  There  is  no  evidence  or  data  
to  suggest  that  this  strategy  that  Globacom  uses  is  effective  or  not  but  at  least  
the  brand  ambassadors  help  to  add  excitement  to  the  brand  in  the  minds  of  
their  customers.    
 
 
 
 
 

  6  
 
Characteristics  of  Opinion  Leaders  in  Consumer  Behaviour  Analysis  
 
In  consumer  behaviour  analysis,  an  opinion  leader  displays  certain  
characteristics.  They  are;;  
 
Knowledge  and  Interest:  Opinion  leaders  exhibit  high  sense  of  interest  in  
particular  products  and  services.  They  will  seek  out  literature  on  the  products  
and  read  them  up  likewise  related  information  contained  in  the  product  pack,  
leaflet,  brochure  and  also  on  the  internet.  Through  such  reading,  they  gain  
deeper  knowledge  and  are  then  able  to  offer  advice  to  non-­leaders  armed  
with  their  wide  knowledge.    
 
Consumer  Innovators:  Opinion  leaders  fall  under  early  adopters  of  products.  
They  are  consumer  or  brand  innovators  and  will  invest  their  resources  in  
acquiring  new  products  and  services.  Such  acquisitions  align  with  their  social  
standing  as  opinion  leaders  and  consumer  innovators.  When  they  speak  
about  the  brand  which  they  have  already  purchased  to  others,  they  speak  
from  a  position  of  authority,  experience  and  knowledge  and  these  increase  
their  believability  and  source  credibility.  Opinion  leaders  are  the  ones  that  will  
invest  in  and  be  the  first  to  own  sophisticated  gadgets  such  as  iPhones,  iPads  
etc.  Owning  such  high  priced  items  increase  their  standing  in  the  eyes  of  non-­
opinion  leaders.    
 
Personality  Traits:  Opinion  leaders  possess  certain  personality  traits  which  
enable  them  to  function  as  opinion  leaders  and  also  exert  some  level  of  
influence  on  others,  especially  people  within  their  sphere  of  influence.  Such  
traits  are  self-­confidence.  Credibility,  trustworthiness,  reliability,  sociability,  
empathy  etc.  They  make  friends  easily  and  are  able  to  widen  their  social  
network  through  sustainable  social  relationships.        
 
Attitudes  and  Intentions:  The  thinking  by  marketers  is  that  if  they  can  get  
opinion  leaders  to  experience  their  products  by  trialing  such  products,  they  will  
form  a  positive  attitude  towards  the  product.  In  turn,  they  will  purchase  and  
also  speak  positively  about  the  products  to  others  which  may  influence  them  
to  purchase.  Positive  attitude  and  existing  purchase  intentions  can  lead  to  
actual  purchase  of  a  product.      
 
Media  Habits:  Opinion  leaders  do  have  high  media  consumption  habits  than  
non-­opinion  leaders.  They  will  browse  the  internet  to  search  for  relevant  
information  about  a  particular  product  or  service,  they  will  watch  television,  
listen  to  radio  and  also  read  newspapers  and  magazines  not  only  in  search  of  
specific  product  information  but  they  also  widen  and  broaden  their  knowledge  
and  world  view.  This  helps  them  to  maintain  their  ‘well  informed’  
characteristic.      
 
Social  Status  Characteristics:  Opinion  leaders  are  usually  very  highly  
placed  and  well  regarded  members  of  the  society  where  they  live.  They  share  
certain  common  characteristics  with  the  non-­opinion  leaders  whom  they  
influence.  They  dwell  in  the  same  area  and  must  somehow  have  informal  
communications,  whether  in  the  church,  at  village  squares,  at  town  hall  

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meetings,  at  age  grade  meetings  etc.  with  non-­opinion  leaders.  It  is  through  
such  meetings,  whether  formal  or  informal,  that  the  opinion  leader  exerts  his  
influence.        
 
Demographic  Characteristics:  Opinion  leaders  may  also  share  similar  
demographic  characteristics  with  some  of  the  non-­opinion  leaders  they  
influence.  For  example,  if  the  opinion  leader  is  a  woman  and  the  issue  or  
product  is  fashion  related,  it  is  highly  likely  that  the  opinion  leader  will  function  
more  effectively  influencing  female  members  of  that  particular  ‘influence  
group’  due  to  the  gender  similarity.  Trust  and  affinity  would  easily  be  
established  in  such  cases.  This  is  why  sometimes,  when  someone  is  
speaking  to  a  group  that  he  or  she  shares  similar  demographic  characteristics  
with,  the  person  may  say,  “I  have  been  there.  I  wear  those  shoes  too  so  I  feel  
what  you  are  saying”.  
 
Lifestyle  Characteristics:  Opinion  leaders  lead  certain  lifestyles  that  non-­
opinion  leaders  find  aspirational  and  hope  to  live  someday.  This  is  why  non-­
opinion  leaders  will  purchase  certain  products  that  the  opinion  leader  has  in  
the  hope  that  such  purchases  help  position  or  lift  them  into  the  category  or  
personae  of  the  opinion  leader.  The  non-­opinion  leader  will  receive  temporary  
joy,  satisfaction  or  upliftment  by  being  complemented  on  the  purchase  and  
allusion  by  people  that  he  or  she  has  similar  type  of  phone,  for  example,  to  
that  owned  by  the  opinion  leader.        
 
 
Question  3:  Certain  benefits  are  derivable  from  consumer  behaviour  
studies,  Discuss.  
 
Consumer  behaviour  studies  is  the  study  of  individuals,  groups  and  
organizations  and  the  various  influences  and  motivations  that  influence  their  
product  purchase  and  consumption  decisions.  Consumer  behaviour  is  a  multi-­
dimensional  activity  which  is  influenced  by  both  physical,  emotional  and  
external  stimuli.    
 
The  consumers  can  manifest  their  product  purchase  decisions  and  
behaviours  overtly  (can  be  easily  seen  and  observed)  and  covertly  (not  easily  
seen  and  observed).    
 
There  are  certain  benefits  that  are  derivable  from  consumer  behaviour  
studies,  these  are;;  
 
(A)  Consumer  behaviour  studies  help  to  facilitate  the  implementation  of  the  
marketing  concept.  It  enables  marketers  to  gain  insights  into  what  determines  
consumer  satisfaction  and  the  various  factors  that  influence  their  product  
purchase  and  product  consumption  decisions,  what  they  buy,  where  they  buy,  
when  they  buy,  how  they  buy,  at  what  prices,  their  post-­purchase  feelings,  
how  they  discover  and  find  out  about  the  product  before  they  purchase  etc.    
 
(B)  Determining  consumer  needs  and  wants  through  consumer  behaviour  
studies  helps  in  successful  marketing  strategy  planning  and  implementation.    

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(C)  Consumer  behaviour  studies  can  help  a  marketer  to  predict  and  forecast  
product  demand  quantities  and  periods  when  the  products  will  be  in  high  
demand.  This  has  implications  for  logistics  and  supply  chain  management  and  
helps  to  eliminate  wastages  which  would  have  occurred  were  the  products  to  
be  flooded  in  the  market  without  data  on  consumer  demand  quantities.    
 
(D)  Consumer  behaviour  studies  helps  marketers  to  predict  likely  consumer  
reactions  and  responses  to  marketing  activities.  During  product  testing,  the  
consumers  will  indicate  their  likely  preferences  in  product  tastes,  sizes,  
colours,  prices  etc.  Based  on  these  data,  the  marketer  can  then  plan  and  
predict  the  likely  outcome  of  his  or  her  marketing  activities.    
 
(E)  Consumer  behaviour  studies  helps  in  efficient  utilization  of  resources.  
Marketing  resources  can  be  effectively  and  efficiently  allocated  to  areas  of  
need  or  areas  of  potential  high  demands.  For  example,  research  can  be  used  
to  determine  consumers’  media  consumption  habits,  with  this  information,  the  
marketer  will  not  need  to  waste  scare  resources  advertising  on  national  
television  if  the  consumers  do  not  have  television  or  do  not  have  electricity  to  
power  their  TV  sets.  The  funds  meant  for  TV  advertisements  can  then  be  
channeled  to  radio  or  to  other  advertising  platforms  that  the  consumers  will  be  
exposed  to.    
 
(F)  Consumer  behaviour  studies  can  help  marketers  to  isolate  their  market  
prospects  and  targets  and  categorise  them  into  segments.  Each  segment  
displaying  unique  and  distinct  characteristics  can  then  be  targeted  with  unique  
marketing  mix  and  offerings.    
 
(G)  Knowledge  of  consumer  behaviour  can  be  used  to  assess  and  evaluate  
the  performance  of  marketers  by  businesses,  not  just  their  performance  in  
product  sales  and  promotion.  This  is  why  in  banking  as  well  as  in  other  
professions,  staff  are  trained  in  the  process  of  KYC  (Know  Your  Customer).  
The  thinking  is  that  if  you  know  your  customer,  what  he  or  she  wants,  likes  
and  where  he  or  she  likes  to  buy,  at  what  prices  etc.,  then  the  marketer  will  be  
in  a  better  position  to  service  the  customers  adequately.    
 
(H)  Lack  of  knowledge  about  the  consumer,  his  behaviours  and  habits  can  be  
likened  to  a  pilot  flying  blind,  without  navigational  tools  and  aids.  Information  
about  consumer  behaviour  helps  the  marketer  to  eliminate  marketing  strategy  
uncertainties.  He  can  then  take  strategic  decisions  based  on  accurate  and  
reliable  data.    
 
(I)  Knowledge  about  consumer  behaviour  also  has  other  uses,  it  helps  to  
increase  retail  footfalls,  helps  a  marketer  to  explore  new  market  opportunities,  
react  to  competitor  activities  etc.  Finally,  knowledge  of  consumer  behaviour  is  
relevant  not  only  to  marketers  that  sell  products  and  services  but  also  to  other  
organisations  including  universities,  media  organisations,  government  
ministries,  departments  and  agencies,  the  Police  and  other  security  agencies  
etc.  If  you  identify,  segment  and  know  who  your  clients  or  customers  are,  then  
you  can  plan  sufficiently  to  satisfy  their  needs,  wants  and  desires  by  providing  
them  with  superior  services  better  than  your  competitors.  This  will  make  them  

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to  come  back  and  patronize  your  business  or  organisation,  they  will  speak  
good  about  you  and  inform  their  friends  and  family.  This  is  the  right  thing  to  do  
for  any  right  thinking  organisation  that  is  focused  on  the  future,  and  in  
sustainable  client  and  consumer  relationships.        
 
 
Question  4:  What  do  you  understand  by  the  term  self  concept?  What  are  
the  categories  of  self  –concept?    
 
Simply  put,  self  concept  is  how  we  see  ourselves.  Our  attitudes,  beliefs,  
feelings,  perceptions  and  behaviours  towards  our  selves.  In  planning  
marketing  strategy,  knowledge  of  how  aggregate  groups  or  distinct  market  
segments  see  or  feel  about  themselves  will  help  the  marketer  in  making  good  
product,  place,  promotion  and  pricing  decisions.    
 
For  example,  French  speaking  West  Africans  are  known  to  favour  skin  
lightening  products.  This  means  that  their  self-­concept  is  preference  for  light  
skinned  people.  Therefore,  a  marketer  having  this  information  in  selecting  
models  to  feature  in  their  product  advertisements  will  use  light  skinned  models  
to  appeal  to  their  self  concept.    
 
The  following  are  the  categories  of  self  concept.  
 
Actual/Real  Self-­Concept:  This  describes  the  actual  person,  who  he  or  she  
really  is,  also  how  he  or  she  perceives  himself/herself.  The  actual  self-­concept  
comprises  of  the  individual’s  physical,  emotional  and  psychological  attributes  
and  characteristics.  It  directly  influences  the  purchase  behaviour  of  the  
person.  People  tend  to  purchase  products  and  services  that  align  with  their  
personality  and  self-­concept.  Therefore,  marketers  need  to  know  the  
actual/real  self-­concepts  of  consumers  that  make  up  their  market  segments.  
Actual  and  real  self-­concept  is  reality.    
 
Ideal  Self-­Concept:  Ideal  self-­concept  is  how  the  consumer  would  like  to  be  
or  sees  himself/herself.  This  is  not  reality  and  does  not  represent  the  actual  
consumer.  Rather,  marketers  could  still  target  consumers  with  products  that  
reflect  who  they  want  or  aspire  to  be.  Such  aspirational  products  include  
luxury  items  such  as  expensive  mobile  handsets  and  fashion  accessories.  
Some  students  may  be  living  false  lives  in  the  campus  and  buy  expensive  
wears  and  gadgets  so  as  to  project  the  image  of  being  children  of  rich  
parents.    
 
Ideal  self-­concept  includes  the  desires,  aspirations,  wishes  and  strivings  of  
the  market  segment.  It  is  for  the  marketer  to  use  market  research  to  
understand  what  these  are  and  then  offer  products  and  services  that  fulfil  
such  consumer  aspirations.    
 
Social  Self-­Concept/Apparent  Self:  Social  self-­concept  is  how  a  person  
wishes  people  within  his  or  her  social  group  to  see  or  perceive  him.  The  
person  attempts  at  all  times  to  behave  in  manners  that  support  his  social  self-­
concept  which  usually  will  not  be  the  same  with  his  real  self-­concept.  People  

 10  
 
normally  behave  in  this  manner  if  they  think  that  such  social  self-­concept  will  
help  win  them  favours  and  acceptance.  Such  persons  are  said  to  be  living  
false  lives.  A  young  man  who  cons  his  parents  into  parting  with  some  cash  
and  ends  up  at  a  Nite  club  every  weekend,  buying  drinks  for  friends  and  
strangers  may  not  only  be  living  a  lie,  but  may  have  chosen  such  false  
lifestyle  to  impress  girls  or  his  friends  by  pretending  as  if  he  was  from  a  rich  
home.  Nite  club  operators  take  advantage  of  the  stupidity  of  such  individuals  
and  keep  special  seats  for  them  at  the  clubs  so  as  to  pander  to  their  false  
sense  of  importance.  This  will  make  them  to  spend  money  even  the  more.    
 
The  thinking  is  that  social  self-­concept  will  enable  an  individual  to  wield  group  
power  and  influence,  respect,  attention,  group  and  societal  acceptance.    
 
Situational  Self-­Concept:  This  describes  what  happens  in  the  course  of  an  
individual’s  day,  how  his  or  her  self-­concept  keeps  changing  depending  on  the  
situation.  In  the  Nite  club  example,  the  individual  in  question  may  be  a  loving,  
caring  and  obedient  son  at  home  whereas  he  becomes  a  completely  different  
person  when  he  is  with  his  peers  and  they  go  to  the  Nite  clubs.    
 
This  process  could  be  likened  to  code  switching,  where  an  individual  for  
example  changes  from  speaking  one  language  to  another  depending  on  who  
he  or  she  is  interacting  with.  The  challenge  for  marketers  is  being  able  to  
predict  accurately  the  particular  personae  or  self-­concept  of  the  individual  that  
will  most  likely  purchase  the  brand’s  goods  and  services  more.  Once  this  is  
determined,  then  the  marketer  may  not  bother  about  other  concepts  and  just  
focus  on  that  which  will  guarantee  more  purchases.  In  the  example  given,  the  
marketer  may  find  that  being  an  obedient  boy  personality  may  not  yield  the  
greater  outcome  of  purchases,  they  may  therefore  appeal  more  to  the  social  
self-­concept  personae  of  spending  money  on  expensive  alcoholic  drinks  at  
Nite  clubs.    
 
Expected  Self/Self  Image:  This  particular  personality  lies  between  the  actual  
self  and  ideal  self.  It  refers  to  how  a  consumer  actually  sees  himself  or  how  he  
would  like  to  see  himself.        
 
Question  5:  What  are  the  factors  that  influence  industrial  buying  
behaviour?    
 
Industrial  buying,  also  known  as  organizational  buying  refers  to  how  
organizations  identify,  select,  chose  and  purchase  products  and  services  that  
will  be  converted  or  used  up  further  in  either  manufacturing,  reselling  or  
servicing.  It  is  different  from  consumer  buying  because  the  consumer  mainly  
buys  goods  and  services  to  consume  them  directly  or  for  friends  and  family  
members  to  consume  such  products  and  services.      
 
For  example,  an  organization  such  as  Crunchies  fast  Foods  located  at  Awka  
buys  ingredients  such  as  flour,  meat,  beverages  etc.  It  buys  these  products  
not  for  internal  consumption  like  the  individual  buyer  but  rather  to  convert  
them  into  snack  products  etc.  which  it  then  resells  to  the  public  in  its  quick  
service  restaurants.    

 11  
 
  
The  buying  or  purchase  patterns  or  behaviours  of  the  industrial  buyer  differs  
from  that  of  the  individual  consumer.  For  example,  the  industrial  buyer  is  a  
bulk  purchaser  and  will  therefore  benefit  from  economy  of  scale,  decision  
making  could  be  rested  in  a  team  within  the  organization  whereas  the  
individual  buyer  takes  the  decisions  himself.  Industrial  buyers  do  not  always  
pay  immediately  for  goods  and  services,  they  are  allowed  some  period  of  
trade  credit  etc.  
   
Several  factors  influence  industrial  buying  behaviour.  They  are;;  
 
(A)  Environmental  factors    
 
(B)  Organizational  Factors  
 
(C)  Interpersonal  Factors    
 
(D)  Individual  factors    
 
(E)  Cultural  factors    
 
(A)  Environmental  Factors:  Organizations  do  not  exist  in  a  vacuum,  they  
impact  and  are  impacted  by  forces  in  the  external  environment  which  they  
must  always  identify  and  react/respond  to.  Factors  that  the  organization  
should  be  aware  of  include  political,  economic,  social  and  technological  
factors.  An  organization  must  be  conscious  of  likely  changes  in  government  in  
the  future,  monitor  the  policies  and  manifestoes  of  the  incoming  government  
before  making  long  term  decisions  to  buy  new  equipment  and  also  investing  
in  new  manufacturing  plant.  This  is  because  it  may  be  advisable  to  place  the  
investment  on  hold  if  an  incoming  government  is  perceived  to  be  hostile  to  the  
business  interests  of  the  organization.    
 
Likewise,  issues  relating  to  the  economy,  interest  rates,  inflation  rates,  labour  
policies  and  laws.  If  interest  rates  are  likely  to  be  increased,  then  the  
organization  may  decide  to  borrow  now  to  make  its  industrial  purchases  rather  
than  wait  in  the  future  when  interest  rates  rise.  If  it  waits  and  borrows  in  the  
future  when  interest  rates  rise,  that  will  increase  their  cost  of  production  and  
the  market  may  not  be  able  to  absorb  the  cost  through  increased  prices.      
 
(B)  Organizational  Factors:  These  are  factors  or  influences  that  are  internal  
to  the  organization  and  will  influence  industrial  buying  behaviour  in  varying  
degrees.  For  example,  to  what  extent  does  the  organization  run  a  
bureaucratic  organization  which  delays  buying  decisions?  The  less  
bureaucratic,  the  better  so  that  purchase  decisions  could  be  made  easily.  Is  
decision  making  centralized  or  decentralized?  What  are  the  purchasing  
powers  and  financial  approval  limits  of  the  Purchasing  or  Procurement  
Manager,  Unit,  Team  or  Department?  Decision  making  will  be  faster  if  the  
procurement  team  do  not  have  to  always  recourse  to  other  people  outside  of  
the  team  before  making  purchase  decisions.      
 

 12  
 
Does  the  organization  operate  a  lean  management  system  which  supports  a  
Just-­in-­Time  supply  chain  management  system?  If  it  does,  then  industrial  
buying  will  be  easier  within  the  organization.  It  will  save  time,  reduce  
transaction  costs  and  also  save  resources  while  reducing  wastages.    
 
Other  factors  to  consider  are  the  level  of  rewards  if  any,  for  the  purchasing  
team  for  value  adding  purchase  decisions,  and  for  meeting  purchase  targets,  
being  able  to  purchase  required  goods  and  services  within  agreed  times.  The  
same  way  sales  people  are  rewarded  for  meeting  sales  targets,  the  purchase  
team  should  also  be  rewarded  somehow.    
 
Are  the  purchasing  team  sufficiently  trained,  are  they  exposed  to  cutting  edge  
technology  which  will  enhance  their  procurement  practices?  All  these  will  
impact  on  the  industrial  buying  process  in  the  organisation.  Has  the  
organization  embraced  the  new  trend  of  supply  chain  management  or  is  it  still  
practicing  purchasing  as  was  done  in  the  old  days?    
 
(C)  Interpersonal  Factors:  Group  dynamics  also  play  a  role  in  industrial  
buying.  What  is  the  relationship  like  amongst  the  procurement  decision  team?  
Is  it  cordial?  If  it  is,  then  the  process  will  be  made  easier  but  if  it  is  not,  and  
people  have  different  agenda  different  from  pursuing  the  organizational  
agenda,  then  there  is  a  problem.    
 
Are  purchase  decisions  selfless  or  selfish?  Are  decisions  being  taken  in  the  
long  term  interest  of  the  organization  or  just  for  the  selfish  interests  of  the  
members  of  the  procurement  team?  This  has  been  a  major  problem  with  
organizational  buying  in  Nigeria  where  pecuniary  interests  have  always  
beclouded  many  organizational  purchases.    
 
Sometimes,  purchase  decisions  are  made  not  on  the  basis  of  best  value,  
quality  or  to  ensure  return  on  investment  but  rather  on  the  basis  of  what  the  
members  of  the  procurement  team  will  benefit  (bribes  and  kickbacks)  from  the  
organization  they  are  buying  from.  It  could  also  be  to  patronize  a  family  friend  
or  family  member  even  if  the  products  he  or  she  is  offering  the  organization  
are  inferior  and  costs  more.        
 
(D)  Individual  factors:  Every  individual  is  unique  and  therefore  possesses  
distinct  characteristics.  These  also  influence  how  each  individual  interacts  
with  others.  People  have  their  own  tastes,  preferences  and  likes  depending  
on  their  age,  educational  and  social  background,  training,  position  in  the  
organization  etc.  This  is  why  we  may  have  conflict  of  interests  when  we  have  
a  configuration  of  characters  having  different  interest,  exhibiting  different  
characteristics  being  members  of  the  procurement  team.    
 
For  example,  if  an  item  is  to  be  bought,  there  may  be  long  arguments  and  
debates  over  choice  of  colour.  Each  individual  will  have  their  own  colour  
preference  and  may  attempt  to  force  through  their  own  choice  based  on  their  
personal  colour  preference.  This  usually  leads  to  conflict.  The  ideal  situation  is  
for  individual  members  of  the  procurement  team  to  subjugate  their  individual  
interests  to  the  group  interest.  

 13  
 
As  a  result,  the  industrial  buyer  and  his  or  her  buying  styles  have  been  
categorized  into  the  following;;  Keep-­it-­simple  buyers,  Own-­expert  buyers,  
Want-­the-­best  buyers  and  Want-­everything  –done  buyers.    
 
(E)  Cultural  factors:  In  every  environment,  the  ways  of  doing  business  in  
such  environment  is  unique  and  peculiar.  The  organizational  buyer  should  be  
aware  of  the  cultural  factors  that  impact  on  purchase  decisions.  For  example,  
in  the  South  Eastern  part  of  Nigeria,  the  preference  is  for  cash  based  
transactions.  Return  policies  are  also  different  from  one  seller  to  another.  
These  may  be  different  in  Lagos  where  trading  and  business  relations  have  
developed  quite  a  bit.    
 
It  should  also  be  expected  that  for  example  in  the  South  Eastern  part  of  
Nigeria,  business  transactions  and  exchanges  go  through  a  process  of  ‘price  
haggling’.  The  asking  price  in  any  transition  is  not  usually  the  last  price  as  a  
‘back  and  forth’  process  of  price  haggling  usually  follows  until  a  price  that  is  
agreeable  to  both  buyer  and  seller  is  reached.  This  may  not  be  the  case  in  
markets  in  Lagos  or  even  in  Europe  and  America.    
 
Sometimes  there  are  no  boundaries  in  business  relationships.  This  may  
extend  further  into  social  relationships,  exchange  of  family  visits  between  the  
buyer  and  seller.  In  Europe  and  America,  such  practice  is  frowned  at  to  
prevent  one  party  compromising  the  other  but  in  Nigeria,  it  is  not  so  much  a  
taboo  and  is  even  encouraged.      
 
 
Question  6:  What  are  factors  that  influence  industrial  buying  decisions    
 
The  following  factors  influence  industrial  buying  decisions;;  
 
(A)  Rational  Motivation:  Here,  the  industrial  buyer  is  basing  his  purchase  
decisions  based  on  justifiable  rational  factors  mainly  the  economic  value  and  
benefits  of  the  items  to  be  purchased  on  the  organization.  Under  rational  
motivation,  things  to  be  considered  are;;  Quality  and  quantity  as  well  as  
compliance/uniformity  of  the  new  purchases  to  agreed  specifications.  No  
compromises.  Cost  and  value,  technical  support,  after-­sales  service  offered  
including  competency  of  the  after-­sales  team.    
 
Sometimes,  reciprocity  is  a  major  factor.  It  is  expected  that  if  company  A  
purchases  from  company  B,  then  company  B  should  also  purchase  from  
company  A.  Local  manufacturers  or  suppliers  may  be  preferred  to  foreign  
suppliers  because  with  the  local  suppliers  and  manufacturers,  there  is  no  
foreign  exchange  hassles  or  custom  duties  and  related  challenges.    
 
Finally,  the  industrial  buyer  may  be  motivated  by  the  need  to  buy  from  a  
trusted  supplier  or  brand  name  who  has  been  tried  and  tested  by  other  
manufacturers,  who  can  supply  equipment  that  are  durable  and  will  not  easily  
breakdown  and  whose  equipment  are  already  known  by  the  industrial  buyer’s  
staff  requiring  minimal  or  or  no  additional  training  before  they  are  able  to  use  
the  equipment.    

 14  
 
  
(B)  Emotional  Motivation:  As  humans,  we  are  subject  to  emotional  
influences  when  we  make  purchase  decisions.  For  the  industrial  buyer  
however,  such  emotional  motivations  should  not  becloud  his  higher,  rational  
and  professional  sense  of  judgment.  He  must  always  aim  to  get  the  best  value  
for  the  organisation  that  pays  him  and  has  entrusted  him  to  make  the  right  
decisions  for  it.    
 
Emotional  motivational  influences  on  the  industrial  buyer  may  come  in  these  
forms;;  making  decisions  out  of  fear  or  possible  personal  repercussions.  
Making  purchase  decisions  on  a  whim  just  to  preserve  status  or  to  seek  
pecuniary  interests  such  as  getting  ahead  in  life.  Making  purchase  decisions  
to  please  family,  friends  or  even  sales  agents  who  are  behind  on  meeting  their  
sales  targets.  It  is  not  right  to  use  other  people’s  money  and  resources  to  
please  oneself  or  to  satisfy  others.    
 
Like  we  say  in  Nigeria,  the  industrial  buyer  should  not  play  Father  Christmas  
with  the  company’s  money  and  resources  and  should  therefore  aim  to  keep  
his  or  her  emotional  influences  in  check  as  they  could  becloud  his  sound  and  
professional  judgment  when  making  purchase  decisions.          
 
(C)  Cognitive  Consonance:  This  is  the  preferred  state  of  mind  for  the  
industrial  buyer  as  against  a  state  of  cognitive  dissonance.  To  achieve  this  
state  means  that  the  industrial  buyer  has  done  the  right  things  by  making  the  
right  purchase  decisions.  He  can  sleep  well  at  night  or  even  go  home  to  his  
family  everyday  knowing  that  he  can  be  counted  on  as  a  professional  
industrial  buyer  who  has  delivered  value  to  the  organization  through  his  
purchase  decisions.    
 
To  be  in  this  state  of  mind  is  enough  motivation  for  the  industrial  buyer  unlike  
being  in  a  state  of  cognitive  dissonance  where  his  conscience  will  always  
chastise  him  over  some  irrational  decisions  he  has  made.  To  achieve  a  state  
of  cognitive  consonance,  the  industrial  buyer  may  have  purchased  the  right  
products  with  the  right  specifications,  at  the  right  price  and  time.  He  may  have  
also  purchased  the  right  and  optimum  quantity  from  the  right  trusted  supplier  
with  best  technical  and  after  sales  support  team.          
 
Question  7:  Outline  and  explain  the  cultural  factors  and  social  factors  
that  influence  consumer  buying  decisions.    
 
Several  factors  influence  consumer  buying  decisions.  We  will  look  at  two  of  
those  factors  and  analyse  how  they  influence  consumer  buying  decisions.    
 
Cultural  Factors  
 
(A)  Culture:  Culture  is  the  sum  total  of  a  people’s  way  of  life.  Culture  
manifests  itself  and  is  expressed  through  language,  food,  music,  dance,  art,  
fashion,  tradition,  morals,  festivals,  belief  system  etc.    
 

 15  
 
Before  a  marketer  can  launch  a  new  product,  he  or  she  has  to  carry  out  
market  research  to  determine  the  culture  of  the  market  segment.  The  kind  of  
food  they  eat,  the  clothes  they  wear,  the  language  they  speak  etc.  This  is  why  
for  example,  in  Moslem  communities  in  the  United  Kingdom,  shops  only  sell  
and  display  Halal  meat  which  does  not  offend  Muslims.  They  also  don’t  sell  
pork  meat  showing  sensitivity  to  the  culture  of  Muslims.    
 
In  Nigeria,  the  reason  why  textile  companies  are  still  in  business  is  because  
they  understand  the  culture  of  the  people,  to  dress  up  in  traditional  African  
print  and  fabrics  and  so  manufacture  different  types.  These  fabrics  are  now  
used  for  different  occasions,  weddings,  burial  ceremonies,  work,  church  etc.    
 
The  marketer  aims  to  ensure  that  products  and  services  he  or  she  is  
marketing  meet  the  cultural  needs  and  expectations  of  the  people.  This  is  the  
only  way  repeat  purchase  can  be  guaranteed.    
 
As  part  of  understanding  the  culture  of  the  target  markets,  the  marketer  
should  also  note  other  sub-­classifications  such  as  sub-­culture  and  social  class  
and  take  cognizance  of  how  these  impact  on  his  or  her  marketing  activities.    
 
(B)  Sub-­culture:  Sub-­culture  is  a  further  subset  of  culture  and  may  include  
distinct  grouping  of  individuals  such  as  teenagers,  age  grade  system,  religion  
fanatics  etc.  displaying  distinct  characteristics  which  the  marketer  may  
consider  to  be  unique  enough  to  be  targeted  with  marketing  mix.  A  decision  
has  to  be  made  if  customers  within  the  sub-­cultural  segment  will  justify  
marketing  investment  and  how  quickly  such  investment  can  be  recouped  
through  patronage  and  product  purchases.    
 
(C)  Social  class:  Social  class  is  also  important  as  it  helps  the  marketer  to  
determine  which  category  of  product  should  be  targeted  at  the  different  social  
groupings.  The  marketer  may  categorise  the  target  market  based  on  
educational  and  economic  background  as  Upper  Class,  Upper-­Middle  Class,  
Middle  Class,  Working  Class  and  Lower  Class.  It  is  not  possible  to  satisfy  the  
needs  of  all  the  social  groups  without  falling  short  in  some  areas.  For  
example,  Mercedes  Benz  manufactures  its  cars  only  for  people  from  Upper  
Middle  class  and  upwards.  Any  attempt  to  manufacture  or  compete  in  the  
lower  class  category  may  cost  it  its  market  share  in  its  areas  of  competitive  
strength  and  advantage  (Upper  class  and  Upper  Middle  class).  
 
 
Social  Factors  
 
Man  interacts  with  others  in  the  society.  Through  such  interactions,  
behaviours  are  learned  and  partnerships  formed.  Each  person  interacting  in  
the  society  influences  other  people  one  way  or  the  other.  Some  of  the  social  
factors  that  influence  consumer  buying  decisions  are  family  system,  
Reference  groups,  Roles  &  Statuses  etc.    
 
(A)  Family:  Family  units  are  usually  the  first  influencing  social  group  upon  the  
life  of  the  consumer.  From  birth,  a  child  begins  to  be  affected  and  influenced  

 16  
 
by  his  or  her  parents  through  a  process  of  upbringing  and  acculturation.  If  I  
use  myself  as  an  example,  my  father  impressed  it  upon  me  early  on  in  life  the  
need  to  always  have  my  head  shaved  and  to  also  use  Vaseline.  His  reason  
then  was  that  with  shaven  hair,  one  does  not  need  to  spend  time  combing  or  
applying  cream  etc.  to  the  hair  in  the  morning.  He  also  reasoned  that  it  would  
make  me  to  be  early  for  school.  Though  I  am  grown  up  now  and  have  my  own  
family,  I  still  shave  all  my  hair  and  also  still  use  Vaseline.    
 
The  family  unit  is  very  important  to  marketers  which  is  why  TV  advertisements  
usually  show  families  in  family  settings  (lifestyle)  consuming  and  enjoying  the  
product  or  service.    
 
(B)  Reference  Groups:  The  consumers  reference  groups  consist  all  the  
groups  that  have  direct  and  indirect  influence  on  the  consumer’s  attitude,  
behaviour  and  lifestyle.  The  groups  could  be  peer  groups  (close  friends  and  
associates),  social  clubs,  religious,  professional  and  cultural  associations  etc.    
 
The  thing  with  reference  groups  is  that  members  of  the  group  live  a  ‘me  too’  
lifestyle.  If  one  person  purchases  a  product,  he  or  she  spreads  that  
information  and  soon  everybody  in  the  group  will  desire  or  aspire  to  own  that  
product.  This  is  where  marketers  come  in  by  adopting  ‘keeping  up  with  the  
Joneses’  style  adverts  to  target  group  members  and  also  appeal  to  their  
sense  of  belonging.  Marketers  may  also  target  opinion  leaders  of  the  groups  
and  give  them  free  products  to  trial  hoping  that  he  will  convince  others  or  
recommend  the  products  to  his  or  her  members.    
 
Medical  professionals  especially  doctors  are  often  targeted  by  drug  
manufacturers  and  given  free  trial  products  hoping  that  they  will  recommend  
such  products  to  their  patients.  During  annual  medical  conferences  where  
medical  doctors  converge,  the  drug  manufacturers  target  such  venues  and  
hope  that  doctors  who  had  trialed  their  products  in  the  past  will  recommend  it  
to  their  colleagues  and  fellow  members  attending  the  conference.        
 
(C)  Roles  &  Statuses:  Each  individual  plays  distinct  and  unique  roles  in  the  
society  or  social,  professional  and  other  groups  they  belong.  The  roles  they  
play,  or  the  roles  they  have  been  assigned  determines  their  status.  They  now  
need  to  maintain  such  status  by  buying  the  right  type  of  products  to  suit  that  
status  or  that  befits  the  office  as  they  in  Nigeria.    
 
Senior  bankers  and  Bank  MDs  playing  the  roles  of  MDs  live  in  Ikoyi,  Banana  
Island  or  the  Lekki  areas  of  Lagos.  They  drive  expensive  four-­wheel  drive  
vehicles  and  expensive  sedan  cars.  Marketers  target  people  playing  such  
roles  with  products  and  services  they  believe  will  fit  that  role.  British  Airways  
and  Emirates  Airlines  advertise  their  First  Class  flight  services  targeting  the  
successful  business  traveler.  They  show  comfort  on  air  while  flying  and  
personalized  air  hostess  to  pamper  and  cater  to  the  first  class  passengers  
needs  while  on  board.  Such  premium  luxury  flight  services  are  very  expensive  
but  goes  with  the  role  those  first  class  passengers  are  playing  in  the  society.      

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