An Ipsos survey has ranked giant telco Safaricom, its mobile money service M-Pesa and Equity Bank as the top 3 brands most loved by women in Kenya.
The 3 lead a list of 100 brands across various sectors forming the Top 100 Most Loved Brands by Women in Kenya. The survey represents the views of 13 million women across the country aged 18 and older.
The list is dominated by body and home care products, financial services providers, retailers and media including pay TV services.
Always, the sanitary pads brand, placed fourth while Naivas was the top-rated supermarket brand on the list in fifth. Menengai bar soap and Arimis petroleum jelly occupied the sixth and seventh positions respectively.
Safaricom rival Airtel sat in 8th, with Ariel detergent ranking 9th. Coca Cola closed the top 10.
Vaseline petroleum jelly ranked 11th. Other body and home care brands on the list include Omo, Sawa, Dettol, Amara, Geisha, Nivea, Toyo, Jamaa and Sunlight.
KCB Bank was the second bank on the list, ranked 12th. Co-operative Bank was ranked 32nd.
Other notable appearances include the second-hand clothes industry, mitumba, which ranked 21st. Pay TV services DSTV, StarTimes and GoTV occupied positions 19, 20 and 23 respectively.
Tech manufacturers Samsung and LG took up positions 31 and 36 respectively.
Dr. Carol Ajema of the International Centre for Research on Women (ICRW) urged businesses including financial institutions to tailor products for women.
“Businesses and investors need to be involved with a gender-lens, in order to make a significant impact in the country through women.”
“Women as consumers, are most likely to be discovery oriented and focused on the outcome of the product/service. There’s a goal that guides the decision of the woman,” she stated at an event to mark the launch of the survey on Tuesday, March 22 in Nairobi.