On the crowded streets of Lagos, shoppers haggle daily over the cost of food, clothing, and transport.

Yet when it comes to the brands they stick with, the deciding factor often runs deeper than price.

A family saves for months to buy a Toyota, not because it is the cheapest car but because it is known to last.

Millions of Nigerians once embraced Globacom’s bold per second billing not simply for affordability, but for the sense of fairness it brought.

These choices reveal a striking truth, which is that consumers are guided less by cost and more by the value that connects with their identity, trust, and lived experience.

The Shift from Cost to Connection

Femi Opadere, Head of Digital Media at Globacom, believes value has become multidimensional.

He said price is what you pay, but value is what you get, stressing that consumers today demand recognition, convenience, and confidence.

According to him, people stay loyal to brands that show empathy, deliver consistently, and provide experiences that matter.

He noted that even during economic hardship, buyers rally around products that embody reliability and trust.

The Emotional Currency of Choice

For Ayodeji Ajayi, Strategy and Creative Director at Hephzibah Experiential Ltd, value is not just about what is bought but how consumers feel afterwards.

He explained that consumption is situational.

Sometimes it is about how people want to feel or the image they want to project, regardless of cost.

Ajayi pointed to GTBank’s 737 platform, which redefined banking in Nigeria by making financial services convenient and accessible.

He argued that its success lay not in pricing but in the trust and empowerment it gave users.

He added that cultural sensitivity, innovation, and expert insights remain essential for businesses that want to connect meaningfully with customers.

A New Standard of Relevance

Both experts agreed that Nigerian consumers are more discerning than ever.

They quickly reject brands that disappoint, but fiercely stay loyal to those that meet their expectations and respect their identities.

For businesses, this means the battleground is no longer who can charge less but who can deliver more, more trust, more satisfaction, and more meaningful connections.

The lesson is clear. In a world where wallets are stretched and options abound, value is the true currency. And value, consumers insist, is far richer than price.

 

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