The Kenyan 2017: A Consumer Insight Study

  • ID: 4244545
  • Country Profile
  • Region: Kenya
  • 134 Pages
  • Consumer Insight Ltd
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A Clear Definition of Kenya’s True Market Segmentation Quantitatively

Over a period of two months, we traversed 16 counties sampling 3,500 respondents. The data collected, analysed and presented before you in this report provides you with distinct market segmentations. This information is perfect to clearly distinguish the different Kenyan groupings outside of the conventional, traditional and limited socio economic and ethnic grouping. With this report, not only will you discover just how large each segment is; you will fully understand the psychological makeup and drives of each of these segments.

We believe it is essential to have strategic information now, to plan and strategise accordingly for your companies and brands, based on the clear consumer needs. The reality is, as a country, our companies tend to be very reactive to the market as opposed to proactive.

With regard to medical profession with the advent of the internet and access to medical information, what does that mean for the sale of medical products? How about Kenyan feeding habits? Are they eating out more or less? What does that mean for your food outlet? Does it make sense to have a physical outlet or should you start investing in home deliveries?

What is the contraception take up and what kind of contraception is most popular amongst Kenyan women across the different age groups? When is the actual sexual debut?

Is marriage still an aspiration for the population? If so which grouping? Does your perfect family imagery need to start accommodating single parent homes to appeal to a new generation of family? How about communication? Do Kenyans fully connect to communication relayed in English, are Kiswahili and Sheng more predominant? Should you reconsider your language of communication at all levels including at the retail outlets? Are vernacular radio stations still relevant or are they the burgeoning next frontier of advertising?

Kenya adapted mobile technology transforming how Kenya does business. But just how many previously unbanked are constantly banking with these new technologies? How many people have access to credit? What does that mean for plastic money such as credit and debit cards? Is the future purely mobile money for the Kenyan market? What does that mean for conventional banking? Is this the beginning of the end? How exactly are Kenyans spending their money? Are they really gambling it all away? Why is the uptake of insurance still low in the market? What are Kenyan’s genuine concerns on this issue?

Kenya is perceived as conservative. But with different belief systems of its youthful generation what is their definition of popular culture? Does celebrity brand endorsement really appeal to them? How better can you appeal to this demographic with their new emerging cultures? Is it that technology is exposing the youth to different perceptions on sexuality or is it away for them to express suppressed realities? With regard to the girl child and women empowerment, how has that affected gender roles in households? Are women also more in charge of the economic welfare of their families?

The media landscape has completely shifted,thanks to technology. But how is it being consumed? And what media are most preferred? Is this the end for print publications and radio stations? Who watches TV anymore? What are the most visited social media and news sites? What are Kenyans using the internet for?

How can you benefit from this report?
As a corporation, where can you grow your revenue most? Do you clearly know your target consumer? Can you identify their immediate needs? Are your brands most preferred to suit their needs now and in the next 5 to 10 years? Should you even be advertising on mainstream media channels anymore to the next generation of consumers? As a media entity how are you adapting to the market needs as advertising revenue reduces? What will keep consumers locked on your station with the advent of pay per view online TV? Do you have a future? What is their purchasing power, what options can you innovate with mobile money beyond what exists, to grow your business?

These answers can be deduced through the report. In order to effectively grow your customer base and guarantee spending, you need to be extremely clear on who needs what you are offering. And to answer “who?” you need to clearly define your market segments. Now you can have that information scientifically consolidated, accurate and irreproachable through the report.

Note: Product cover images may vary from those shown
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1. Values & Aspirations

  • Important things in life
  • Fears and worries
  • Admired personalities (other than family members) and reasons thereof
  • Extent of approval of various traditions
  • Language spoken and level of fluency

2. Free-Time Activities

  • Preferred free-time activity
  • Music genre enjoyed
  • Favourite musicians
  • Favourite, watched and played sport
  • Sport watching venues
  • Favourite sportsman/woman

3. Drugs, Alcohol And Health

  • Incidence of drug usage and type used
  • Incidence of alcohol consumption
  • Ideal vs. actual age for first time consumption of alcohol
  • Health seeking behaviour
  • Ideal vs. actual age for first sexual intercourse
  • If has had sex and number of sexual partners had in the past one year
  • Incidence of usage of emergency pills
  • Sending/receipt of pictures or videos showing nudity
  • Sources of advice on sex-related issues vs. most trusted source
  • Meal occasions and food consumed

4. Marriage & Family

  • Marital status
  • Importance of marriage
  • Ideal vs. actual age of getting married
  • Ideal vs. actual marriage ceremony
  • Extent of happiness in marriage
  • Key household purchase decision maker
  • If contribute money towards household budget and extent of contribution
  • Ideal vs. actual number of children
  • Preferred gender of child
  • Source of marital counsel

5. Income & Expenditure

  • If has a source of income and sources
  • Share of wallet
  • Preference between employed vs. self-employment
  • Incidence of betting

6. Mobile Phones

  • Number of SIM cards owned
  • Mobile service provider subscribed to, if more than one, provider used most often
  • Mobile service provider uses
  • Perceptions on mobile service providers
  • Likelihood of switching from most often mobile service provider and reasons thereof
  • Mobile phone uses
  • Incidence of ownership of mobile bank account

7. Financial Services

  • Financial products and services usage
  • Payment methods available vs. used
  • Reasons for non-usage of various payment methods
  • Types and frequency of payments made per method
  • If has taken a loan in the last one year and sources
  • If has a personal bank account and bank has account with
  • Bank brand selection criteria
  • Bank brand image
  • Joint account ownership
  • Reasons for not having a joint account
  • If have bank account for children
  • Reasons for not having bank accounts for children
  • If has an insurance cover and type
  • Reasons for not having an insurance cover
  • If member of a SACCO/Chama

8. Products And Brands

  • Purchase incidence and brands bought
    • Alcoholic and non-alcoholic beverages
    • Bar and bathing soaps
    • Beauty & personal care
    • Bread & bread spread
    • Breakfast cereal
    • Cigarettes
    • Confectionary
    • Cooking fat and oil
    • Detergents
    • Diapers
    • Dry food stuff
    • Food additives
    • Painkillers
    • Snacks
    • Toilet cleaners
  • If has made an online purchase in the last 1 years
  • Items bought online

9. Information And Media

  • Sources of news in general and on the internet in particular
    • Broadcast & print
  • Media used in the past 7 days and frequency of interaction
  • Most often brand
  • Favourite presenters (Radio/TV)
  • If has watched a vernacular TV station in the last 3 months
  • If buy newspapers
  • Newspaper form accessed
    • Internet/social media
  • If has access to internet
  • Frequency of interaction, uses and access points
  • If subscribed to social media
  • Sites subscribed to and visit frequency
  • Activities engaged in on social network
  • Online dating site usage
  • If has met someone new online and whether a romantic relationship developed

10. Clothes & Beauty

  • Frequency of buying clothes and shoes
  • If use professional beauty services
  • Professional beauty services used
Note: Product cover images may vary from those shown
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Note: Product cover images may vary from those shown