Project Watch: Assessing the Nigerian Cement Market

Our client, a global leader in building materials, was seeking to evaluate the geographical distribution of cement outlets and gain an overview of the cement market in a number of Nigerian states. To this end, we organised a retail census of the region, which has a population of almost 18 million and covers more than 45,000 square km (an area slightly larger than the Netherlands).

Travelling by motorbike, our field agents identified and geolocated several thousand retail outlets, before conducting interviews with the owners of almost 95% of these. Data was gathered on sales volume, brand share and packaging format, in addition to various characteristics of the stores and their owners.

Our client leveraged this information to gain a better understanding of the market and improve the efficiency of its delivery network, while Sagaci Research was able to deepen its knowledge of the building materials market in Nigeria.

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