Prior to conducting business in a foreign country, understanding the country’s cultural landscape, people, beliefs, and cultural nuances are imperative. In fact, a business’s success as a new entrant in a market often hinges on the understanding of the cultural landscape of the country in question. This is why gaining an understanding of Nigerian culture is so crucial to your business success in the Nigerian market.
Having worked in North America and Europe, attended business excursions in China, and even worked in neighboring West African countries, it is safe to say that Nigeria definitely has a unique culture and way of life. Nigeria is the most populous countries in Africa, and also amongst the top 20 most diverse countries in the world according to this 2013 Pew Research study.
Therefore, understanding Nigerian culture and way of life can seem like a daunting task, however, gaining this understanding will help you develop a robust action plan to build your business in the region. Shared below is some helpful information about Nigerian culture.
The People & Demographics
Language
As mentioned above, Nigeria is the most populous African country, and also amongst the top 10 most populous countries in the world with approximately 195 million people. Nigeria was once a British colony, so the official national language is English. However, pidgin English and indigenous languages are also spoken throughout the country. In fact, over 250 languages and dialects are used across Nigeria’s 36 states. In spite of all these different languages, English is widely spoken around the country.
Tribes
The country is often discussed in terms of its regions (i.e., North, Southeast, and Southwest) and its dominant tribes. The Hausa and Fulani people live primarily in the North, the Igbo reside in the Southeast, and the Yoruba inhabit the Southwest. These are the three main tribes in Nigeria, followed closely by the Edo people (southwest region), tribes in the Delta region (southernmost region), and the Benue State (“Middle Belt” region).
Government
Nigeria is a democratic country whose federal government resides in the country’s capital, Abuja, which is located in the middle of the country. Lagos, Nigeria’s former capital, is also the country’s most popular city and is located along the coast in the southwest region.
Although Lagos is located in the southwest region of Nigeria, Lagos is a port city with an International Airport and is considered to be Nigeria’s center of commerce. Lagos is a bustling city that has become a melting pot of Nigerian tribes. Another major Nigerian city is Port Harcourt. As its name indicates, Port Harcourt is another port city that also hosts an international airport. This port city is located in the oil-rich Niger Delta region and serves as the capital of Rivers State.
Weather
The climate in Nigeria is typically hot, ranging from 28 – 38 degrees Celsius depending on the time of the year. Nigeria has two seasons: rainy season, which occurs in April until September, and dry season, which is referred to as “Harmattan”. The climate also varies slightly depending on the region. Since the southern part of the country is closer to the coasts, the climate tends to be more humid and tropical, while the northern part of Nigeria tends to be more arid and dry.
Religion
Nigerians are very religious and spiritual people. In Nigeria, the common greeting, “How are you doing?” is frequently met with a hearty, “Fine, thank God!”. Sometimes even consumer products are marketed by focusing on a higher being.
Presently, Nigeria’s religious landscape is generally dominated by Christianity in the South and Islam in the North. Unique to Nigeria, the percentage of Christians to Muslims are nearly equal, with a small percentage being allocated to populations that practice indigenous religions.
Nigeria’s religious affiliations have recently made it into international news due to active, militant Islamic groups. Although this militant activity concerns the entire nation, these groups primarily impact the northeast region of Nigeria.
Daily Life
Employment
Daily life in Nigeria varies based on location, and whether you reside in the city or rural areas. Nigerians are generally enterprising, resilient, and enthusiastic people. From the farmers in the rural areas to the bankers in the city, work is a central and important part of daily life in Nigeria. Success, like in any other culture, is important to Nigeria’s citizens and is greatly revered in Nigerian culture.
Nigerians typically hold a primary position of employment but are always on the lookout for other opportunities to generate supplemental income. Nigerian cities tend to be highly populated as many people flock to urban environments for better employment opportunities.
Infrastructure
As a developing country, Nigeria faces challenges regarding its infrastructure. Challenges that include a variety of issues, such as inconsistent electricity, bad roads, and low-quality public transportation. In cities like Lagos and Port Harcourt traffic is very bad, and it takes skillful scheduling to avoid getting caught in it. However, even with the country’s infrastructural challenges, there are still quality hotels, restaurants, and innovative transportation options, such as Uber and Taxify that are available.
Entertainment
Regardless of the country’s developmental struggles, Nigerians enjoy interacting with their community. You will frequently see colleagues gathering at a restaurant or local watering hole for after-work drinks to discuss the latest news in business, politics, or tabloid gossip. There is also a rich nightlife, complete with live music events, and celebrations around personal milestones such as birthdays and weddings in Nigeria’s bustling cities. Furthermore, Nigerians are known for their larger-than-life celebrations, and definitely, go the extra mile to make sure to throw notable and enjoyable events for their attendees.
Common Sayings
Here are a few commonly used saying in Nigeria that are worth noting:
- “God will provide.” – “something’s gotta give” “I don’t have what I need now, but I will have it eventually.”
- “It is well.” – “Everything will be alright”
- “I can’t complain.” – “I shouldn’t complain because I should be grateful”
- “We thank God o” – “I’m fine. Things aren’t perfect, but I’m grateful for what I have.”
- “Oga” – “Boss” or “Sir”
Conclusion
Nigeria is a very diverse and dynamic country. Commonly referred to as the “giant of Africa,” Nigeria is highly populated and unlike any other African country. This overview of Nigerian culture has, hopefully, provided you with the insight you need to ensure the successful expansion of your business, as a new entrant in the Nigerian market.
