New Study Reveals Women’s Power In Kenyan Homes

File image depicting empowered women
File image depicting empowered women

A study done by Better Software Development (BSD) Group in collaboration with global market research and polling specialists Ipsos established that women were the key influencers in driving decisions on consumption and health services in their families.

The premier countrywide study, which targeted women aged 18-65 years, sought to provide insight into Kenyan businesses and the power of women markets.

The study, themed ‘The Top 100 Most Loved Brands by Women in Kenya’, also sought to help Kenyans to clearly understand why, when, where, and how the largest consumer decision is made.

A businesswoman checking messages on a smart phone
A businesswoman checking messages on a smart phone
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It also provided information on how women drive consumer purchase decisions as the primary shoppers for their homes.

The study showed that 51% of women played a critical role in decision-making on matters of health services of their families while 68% on food purchases.

“The female consumer is a pretty lucrative segment for any marketer. A recent study revealed that women are the key decision-makers and influencers in 7 out of 10 homes regarding purchases of goods and services for their households,” said Ipsos MD Chris Githaiga, speaking during the launch of the Innovative Consumer Market Study Report.

The scientific study report also dives into the issues women face, their interactions with brands and purchase categories, as well as the media they interact with.

Gender Affairs CAS Rachel Shebesh was also in attendance at the launch. She emphasized that brands should take advantage of the high stakes by making use of targeted marketing for women to influence brands that they buy or interact with.

She further added that the Ministry, led by Cabinet Secretary Margaret Kobia, was keen on using the data insights presented to enable more efficiency.

Nairobi Securities Exchange CEO Geoffrey Odundo said it was important for women to interact with local brands to build the economy.

“We need to see more women in boardrooms, influencing decisions,” he said.

NSE joined the global campaign ‘30% club’ in February, which aims at increasing gender diversity in boards and senior management within the workplace.

NSE’s move was proof of its intention to champion for at least 30% representation of women on boards and senior management within the large capital markets, but specifically for companies listed on the NSE.

Dr Jemimah Kariuki, a Kenyan doctor who was named among BBC 100 Women 2020.
Dr Jemimah Kariuki, a Kenyan doctor who was named among BBC 100 Women 2020.
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