In this paper, attempt is made to examine the behavioural patterns of the customer and the need for marketers to understand these behavioural patterns in order to assist them in formulating their marketing strategies. In order to do this, effort has been made to identify (a) who the customer is...

Nigeria is the most populated nation in Africa with more than one hundred and seventy million people and it has been estimated that more than 50 percent of the population are Muslims, hence the high demand for an interest free banking. Even with this viable market little is known of the...