Safaricom, Mpesa, Airtel and Equity bank are most loved brands by women in Kenya.
Retail chain Naivas and Samsung close up the top six according to a survey conducted by Ipsos and BSD Group.
The survey sought to elaborate how the Kenyan woman drives consumer purchase decisions within her household as the primary shopper.
AdChoices
ADVERTISING
Now in its third edition, the study establishes the authority of women consumers as an emerging, significant, and profitable consumer market.
The study also details key reasons why the Top 100 brands made it to the third edition based on data collected and how women markets contribute to the financial and reputational performance of brands and organisations.
Ipsos Kenya Managing Director, Chris Githaiga said 97 percent of adult women play a key role in purchase of products or services used in their households and on average, 78 percent of their income goes to household purchases.
“The percentage of female-headed households is increasing and can no longer be ignored. Our recent studies show that close to 50 percent of households in Kenya has a woman (a mother) as the head. Therefore, empowering women impacts the overall economic growth and value creation,” said Githaiga at the released of the report.
He said brand owners, policy makers and investors can now get a better understanding of women’s consumption habits after the survey we realised that the demographic and value of women consumers in Kenya was understated, misunderstood, and ignored.
A research by McKinsey shows that if women participated in the economy on the same basis as men, it would add $12 trillion, or 11 percent %, to the annual global GDP by 2025.
Eva Muraya, founder and chief executive, BSD Group says Kenya, the East Africa region, and Africa at large need to capitalise on the potential growth of women-led emerging markets.
“By incorporating gender concerns into market research, businesses can ensure a strong understanding of women markets, gender norms and relationships that impact development of this special segment,” said Muraya.
