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Telecommuniactaion Services Lead in Top Brands Loved by Women



Shadrack Nyakoe

The two leading telecommunication service providers Safaricom, cash transfer service M-Pesa and Airtel emerged the three top brands most loved by women, closely followed by Equity Bank in fourth position.

This is according to the released study of the second edition by IPSOS and BSD Group, an insight-led tool that will aid Kenyan businesses to tap into women markets.

This is according to the leading research firms IPSOS and Branding advisory consultancy BSD Group.

This comes as an indication of role that telecommunications and financial services play in the lives of Kenya’s women, who are majority owners of small and micro enterprises.

Petroleum jelly, Arimis, that has gained popularity among women as a hand and skin moisturizer took position five in the ranking of the “Top Most loved Brands by Women” in Kenya’s that was carried out by market.

Hon Rachel Shebesh, Cabinet Administrative Secretary, Public Service & Gender Affairs, with Eva Muraya ,CEO & Founder BSD Group, and Chris Githiaga, Country Manager, Ipsos Ltd during the release of the Top 100 Most Loved Brands by Women in Kenya 2022 Study Rankings.The study is an insight-led tool for Kenyan businesses to tap into the power of women markets

‘Always’, a sanitary towel brand took position six, followed by Coca Cola in seven, Naivas, the largest supermarket chain in Kenya came in at position eight, pay tv channel Gotv took position nine, while KCB Bank was number ten in the ranking of most loved brands by women.

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This is the second edition of The Top 100 Most Loved Brands By Women In Kenya study, an insight-led tool aimed at providing Kenyan businesses with scientific insights on women’s preferences and how they drive purchasing habits of consumer goods and services.

Research shows that 80% of consumer decisions are made by women.

Speaking at the event BSD Group CEO Eva Muraya said, “The study on the top most loved brands by women speaks directly to the economic empowerment of women from a purchasing ability and the need for corporates to engage and give opportunities in the development of products and services that address women’s needs because today women account for over 65% of businesses although mainly in the SME sector.”

The study is hinged on a robust, nationally representative sample of women covering all regions from Coast, North Eastern, Eastern, Central, Rift Valley, Western, Nyanza and Nairobi and covered women across age groups and socio-economic backgrounds.

Speaking at the launch event, the Cabinet Administrative Secretary, Public Service & Gender Affairs, Rachel Shebesh said the ministry would rely on the research and data gathered to help address the various issues captured.

“We are pleased that the insights collected in this study bring out issues affecting women in Kenya which will inform development of evidence based policies by the government,” she said.

Chris Githaiga, CEO IPSOS said, “The demographic and value of women consumers in Kenya has often remained understated, misunderstood, and ignored and that in the past it has been difficult to attach a number to the holistic value of a brand and worse to communicate that number in a way that makes most CEOs, investors, policy makers etc. confident enough to use it as a guide to decision making.”

He added that the top 100 most loved brands by women used the best of science, technology, and know-how to enable clients act faster, smarter, and bolder with surety in the women markets space.

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It is important to explore this emerging demographic as studies globally have proven that women’s economic empowerment has more impact globally in poverty reduction.

In the ranking of the one hundred brands, smaller neighbourhood supermarkets, hospitals, milk brands, personal care, hair and body care products, flour and mobile phone lending services made a strong showing.

The study launch event was one of the side events of the 66th session of the Commission on the Status of Women (CSW66) that took place in New York, USA.

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