Survey lists Toyota, Safaricom, Nakumatt as popular brands (Kenya)

By Staff | Business Daily, Kenya September 10, 2015

Toyota, Nakumatt, Safaricom, Samsung and Bidco are Kenya’s most popular brands in their respective categories, a survey by Swiss market research firm ICERTIAS shows.

Surveyed for the ICERTIAS Best Buy Award, respondents were asked what goods and services they felt best represented value for their money (price-quality ratio), based on their experience.

The survey addressed about 50 different categories of products and services in retail, food, footwear, clothing, cosmetics, home appliances, telecoms and financial sectors.

The survey presented the respondents with open-ended questions that required them to freely choose products and service providers based on their preferences.

The ICERTIAS Best Buy Award survey shows that both domestic and international brands fared well.

When asked which ice cream brand they preferred the majority of Kenyan respondents answered Dairyland.

In the supermarkets category, Nakumatt was voted best while Tusker topped the beer category.

Bidco (edible oil), Toyota (family cars), Jogoo (maize meal), Ketepa (tea producers), Safaricom (broadband Internet), Jumia (online stores), Samsung (smartphones), Equity Bank(banking), Toshiba (laptops), Airtel (mobile network), M-Pesa (mobile payments), and Hotpoint (household appliances) also led the brands in their categories.

Others were Colgate (toothpastes), Easy Coach (public transport), London Distillers (spirit brands), Coca Cola (soft drinks), Dinku (furniture retailer) and Jubilee (insurance).

ICERTIAS measures the experience and level of satisfaction expressed by surveyed participants over the price-quality ratio of marketed products and services.

The survey did not measure brand equity or market share.

It provides insight into the customer’s personal experiences, opinions, satisfaction and perceptions, which are used to gauge the price-quality ratio of goods and services in the market.

The survey was conducted in July using an online questionnaire involving a sample of 1,200 Kenyan Internet users aged 15 and above.

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