This study examines the miscellany of illiterate banker‟s choice of bank using Fuzzy Importance-Performance
Analysis (IPA) and multiple regression analysis. The authors deployed inductive reasoning to identify
dimensions and items to measure the view of the respondents. Additionally, the authors used a purposive
sampling technique to select 3434 homogenous banking customers from five different West African Countries
as a sample. A Fuzzy Importance-Performance Analysis was used to publicize the degree of importance and
satisfaction of illiterate bank customers with their chosen bank. The findings ensure banks in West Africa
have a new strategy to market to a specific niche.