One of the biggest shocks I received after entering the FMCG industry was discovering that consumers are not always the reliable witnesses we think they are.
No, don’t get offended, let me explain.
Consumers are not liars.
They are simply human.
And human beings are wonderfully inconsistent. You know na. Haha!
Ask consumers what they want, and they will confidently tell you one thing.
Watch what they actually buy, and you may discover a completely different story.
For instance, during market research, consumers often declare with impressive conviction:
“I don’t compromise on quality.”
It sounds noble.
It sounds responsible.
It sounds exactly like the answer a sensible person should give.
Then payday arrives.
The consumer enters the supermarket, picks up the premium product, checks the price, pauses dramatically, returns it to the shelf, and reaches for the cheaper alternative.
Suddenly, quality is still important.
But affordability has entered the conversation.
Another classic example is loyalty.
Consumers frequently claim to be loyal to a particular brand.
Many even become unofficial brand ambassadors.
They defend the brand in conversations. They recommend it to friends. They insist they can never switch.
Then the competing brand offers a discount of ₦100.
The same loyal consumer suddenly begins exploring “other options.”
Just like that.
No formal goodbye.
No emotional farewell.
No resignation letter.
The relationship simply ends.
Then there is my personal favourite:
“I support local brands.”
This statement is increasingly common and genuinely encouraging.
Many Nigerians sincerely want local businesses to succeed.
But something fascinating often happens at the point of purchase.
A consumer may passionately advocate for locally produced goods, yet stand before a shelf and instinctively reach for the imported option.
Why?
Sometimes it is perception.
Sometimes prestige.
Sometimes habit.
Sometimes the belief that foreign automatically means better.
The irony is that the local product may have been manufactured just a few kilometres away while the imported alternative travelled thousands of kilometres to get there.
Consumer behaviour is full of contradictions like these.
In fact, one of the oldest lessons in marketing is that what consumers say and what consumers do are often two entirely different datasets.
This is why marketers become nervous when someone says, “Our survey showed consumers love the product.”
Love is wonderful.
Purchase is better.
A consumer can love your packaging and still not buy.
Love your advertising and still not buy.
Love your social media content and still not buy.
In FMCG, the cash register often reveals truths that questionnaires cannot.
This does not mean consumer opinions are useless.
Far from it.
Listening to consumers remains one of the most important activities in business.
However, smart marketers know that listening is only half the job.
The other half is observing.
Because consumers reveal their aspirations through words, but they reveal their priorities through actions.
And those priorities can change depending on income, mood, convenience, social influence, availability, and even who happens to be standing beside them when they are shopping.
The next time someone confidently declares, “Price doesn’t matter to me,” watch carefully when prices increase.
The next time someone says, “I only buy premium products,” pay attention when economic realities tighten.
The next time someone insists, “I will never switch brands,” keep an eye on the shelf when a competitor launches a promotion.
You may discover one of the most important truths in business:
Consumers do not always buy what they say they want.
They buy what makes the most sense to them at that particular moment.
And understanding that difference is where marketing becomes less of a science and more of an adventure.
What’s your own jist? Have you had to say “quality first” while secretly choosing the cheaper option five minutes later. Don’t worry. You are not alone. Lol.
