The Top 100 Most Loved Brands by Women in Kenya study is a partnership between Kenya’s leading market research and consulting firm Ipsos and brand and business advisory consultancy BSD Group. The first edition of the study was launched in March, 2021.
Ipsos undertook a countrywide study where they interviewed a statistically significant sample of women aged 18 – 65, which is representative of the women population in Kenya. Insights drawn from the study elaborate how women drive consumer purchase decisions as the primary shoppers for their homes. Women make up 80% of consumer decisions worldwide.
The Top 100 Most Loved Brands by Women in Kenya study is the only national brand ranking study ever conducted, with insights that inform, empower and enrich the understanding of women as a market segment.
The study leverages and highlights the potential opportunities that brands, businesses, or other non-commercial organization may loose by not understanding female consumers. It is an innovative and descriptive tool aimed at accelerating gender parity, equity and fair engagement for women in boardroom decisions that drives the creation, production, pricing, communication and delivery of proudcts ,services and causes.
About the Insights
The Top 100 Most Loved Brands by Women in Kenya study also seeks to:
What you will gain from the full report
Understand the purchasing power and affordability of women consumers, and
allow your business to tailor pricing strategies and product offerings
Identify specific segments of women consumers with different income levels,
enabling targeted marketing and product development for each segment.
Insights into women's dreams and aspirations which will provide your
businesses with an understanding of their motivations, allowing you to align
your products, messaging, and brand values to resonate with those
Understanding the social issues that impact women which will allow your
businesses to address those concerns in your brand messaging, product
development, and corporate social responsibility initiatives.
Be able to leverage women’s favorite brands and identify opportunities to
differentiate your business from competitors or explore potential brand
partnerships to expand your reach and appeal to women consumers.