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Buying Decision Drivers of Detergent Users in Nigeria

Buying Decision Drivers of Detergent Users in Nigeria

In the second quarter of 2014, the government released “rebaised” figures of the economy showing a GDP of $510 billion in 2013 (compared with $270 billion that was previously reported). This clearly confirms Nigeria’s position as the continent’s largest economy with South Africa a distant second.About 40 million Nigerians are in the consuming-class households with an income of more than $7,500 per year. In 2013, the fast-moving consumer goods (FMCG) sector’s contribution to GDP was estimated at $85 billion, with a growth rate of about 12%as opposed to a 7% growth rate in 2012

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