The Emergence of Common Market in West Africa: An Examination of Cross Culture and Ethnographic Marketing System of Alaba International Market, Lagos-Nigeria

Abstract

Alaba International Market in Lagos, Nigeria for years is noted and opened for many imports of all kinds of products and gains popularity along West Africa Countries for cheap and affordable products. The market particularly serves other neighboring countries such as Togo, Benin, Ghana, and even beyond. Some groups of traders especially the Ibo tribes of Nigeria are known to specialize in assembling, fabricating and importing cheap and locally made components and parts of all kinds of products—electronics and households to suit all types of categories of consumers. Alaba International Market has also gained popularity in Nigeria and across West Africa countries as an accessible market for all kinds of imports particularly electronics and household items from China, Japan, India and other far East. The popularity of the market is made possibly because of the fact that Nigerians and others West Africans are quite receptive to foreign goods, products and services. The research work examines the structure, system, marketing practices, consumer behaviors, and the marketing patterns of the various ethnic groups operating at the Alaba International Market as well as performance of Business Enterprises in Alaba International Market, Lagos State. The acceptance and recognition of Alaba International Market in Ojo, Lagos, Nigeria are the major element and development in cross cultural and ethnographic marketing system (EMS) in Nigeria and the world. The study also examines the effects of Alaba International Market in the economic development of small scale enterprises in Lagos State. Using and applying the Modified Purchase Decision Making Process (PDMP), a number of shoppers, buyers and consumers patronizing Alaba International Market and their behavior were examined to determine factors that influence the patronage and acceptance of the market among consumers, buyers and shoppers across West Africa countries. The study shows that 82% of the entrepreneurs made up of small and medium enterprises of the market are from the Ibo ethnic group of Nigeria. Consumers’ preference to imported goods has contributed to the booming of the market all the year round which also contributes to the development, expansion, success and growth of small and medium scale enterprises in Lagos State.