As the importance of mobile money and telecommunications in Kenyan women’s lives becomes clearer, Safaricom, M-Pesa, and Airtel are the top three most popular brands among Kenyan women. Equity Bank is the fourth most popular brand among Kenyan women, while Arimis, a popular petroleum jelly used to moisturize hands and skin, rounds out the top five. According to a survey conducted by research firm IPSOS and branding consulting agency BSD Group, women’s biggest worries are losing family, being severely ill, failing to fulfill life goals, not being able to put food on the table, and unemployment, in that order.
According to the survey, the top priorities for Kenyan women are their finances, family, career, and education. “This demonstrates the importance of telecommunications and financial services in the lives of Kenyan women, who are the majority owners of small and micro-businesses,” according to the poll. Always, a sanitary towel brand was ranked sixth among Kenyan women’s favorite brands, followed by Coca-Cola and Naivas Supermarket, which were ranked eighth and ninth, respectively.
“Gotv, a pay-TV channel, was ranked ninth, while KCB Bank was ranked tenth on the list of women’s favorite brands. The Top 100 Most Loved Brands By Women In Kenya survey, now in its second edition, is an insight-driven tool geared at giving Kenyan businesses scientific insights on women’s preferences and how they affect consumer goods and service purchase behaviors. “Women make 80% of consumer decisions, according to research,” IPSOS noted. As part of the survey, women from the Coast, North Eastern, Eastern, Central, Rift Valley, Western, Nyanza, and Nairobi were questioned, representing various age groups and socioeconomic backgrounds.
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