Kenya’s leading market research and consulting firm Ipsos and brand and business advisory consultancy BSD Group recently launched the Top 100 Most Loved Brands by Women in Kenya study that has ranked Naivas supermarkets the 8th most loved brand by women in Kenya, emerging as the first retail supermarket in the country.
Globally, women play a central role in the dynamics of the global economy; they control over $15 trillion in global consumer spending.
According to the study, women drive consumer purchase decisions in their homes. 69% of women determine the products or services used in their households; 59% of their income goes to the purchase of products and services.
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The Top 100 Most Loved Brands by Women in Kenya study is representative of women across the country and highlights the potential opportunity that brands, businesses, and non-commercial organizations will gain by understanding the female consumer.
On Tuesday, 26th July 2022, BSD Group CEO & Founder, Eva Muraya; together with Managing Director, Ipsos in Kenya, Chris Githaiga presented the award to Naivas Limited. The award was received by Human Resource Manager, Mary Kinyua and Willy Kimani, Chief Commercial Officer who highlighted the importance of growth in the retail sector.
The Kenyan woman is indeed a discerning consumer who is educated and is firmly aware of what she desires. The Top 100 Most Loved Brands by Women in Kenya is the only national brand ranking study, and it was conducted to serve as an insight-led tool for Kenyan businesses to understand the power of women’s markets.