UNDERSTANDING CONSUMER BEHAVIOUR AND EMPHATIC MARKETING PRACTICES IN NIGERIA.

Abstract

This paper explores the critical intersection of consumer behaviour and emphatic marketing practices in the context of the Nigerian market. Understanding consumer behaviour is essential for businesses to tailor their strategies effectively, while emphatic marketing emphasizes a customer-centric approach focused on empathy and understanding. The introduction highlights the significance of these concepts in Nigeria, where cultural, social, and economic factors shape consumer preferences. A customer-centric stance, central to emphatic marketing, shifts the focus to meeting customer needs and fostering genuine relationships. By incorporating in-text citations from relevant studies, the introduction sets the stage for a comprehensive examination of how a deep understanding of consumer behaviour, coupled with empathic marketing strategies, can drive success and foster lasting connections with Nigerian consumers. This paper aims to provide valuable insights for businesses operating in Nigeria, emphasizing the importance of empathy, authenticity, and personalized experiences in engaging with the diverse Nigerian consumer base.