Petroleum jelly Arimis and Safaricom’s mobile money service M-Pesa have been singled out as two of the most beloved brands by Kenyan women.
This is according to a survey on the business brands most beloved by Kenyan women. The survey dubbed Most Loved Brands by Women in Kenya 2022 was conducted by research firm, IPSOS and Branding advisory consultancy BSD Group.
The survey also showed that Kenyan women have a soft spot for Airtel and Equity Bank.
On the opposite extreme, Kenyan women singled out losing family, getting very sick, failing to achieve life goals, not being able to put food on the table and unemployment as their biggest worries in life.
“This is 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,”
the survey said.
Sanitary towels maker Always, Coca Cola and Naivas Supermarket were ranked at number six, seven and eight.
“Pay tv channel Gotv took position nine, while KCB Bank was number ten in the ranking of most loved brands by women. 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 per cent of consumer decisions are made by women,”
IPSOS said in its survey report.
The survey included women from Coast, North Eastern, Eastern, Central, Rift Valley, Western, Nyanza and Nairobi.
“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 per cent of businesses although mainly in the SME sector,”
Eva Muraya, the BSD Group chief executive officer said.
The Kenyan women also said that they would like to see socio-economic issues such as poverty, inflation, food prices, water, employment, corruption, economy, education, cost of living, insecurity and gender inequality addressed in a more realistic and practical manner.