Kenyans Love Toyota, Nakumatt & Safaricom
Kenyans show that when it comes to price-quality ratio, companies ranging from Toyota, Nakumatt and Safaricom to Mondelēz, Samsung and Bidco have come out on top in their respective categories in the ICERTIAS Best Buy Award survey.
Surveyed for the ICERTIAS Best Buy Award, respondents were asked, on the basis of their personal experience of specified products or service categories in the Kenyan market, what they felt best represented value for their money, that is, the best price-quality ratio.
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Approximately 50 different non-economic and economic categories in sectors such as retail, food, footwear, clothing, cosmetics, home appliances, telecommunications and finances were addressed in the survey.
Presented with open-ended questions, respondents had free choosing of products and service providers when answering their preferences.
The ICERTIAS Best Buy Award survey shows that both domestic and international brands fared well. When asked which ice cream producer offers, in their personal experience, the best price-quality ratio in Kenya, the majority of Kenyans answered “Dairyland”, currently the largest ice cream brand in East Africa. In the supermarket chain category, Nakumatt was voted best in category, while Tusker assumed the number one position in the beer category.
Bidco (edible oil), Toyota (family cars), Jogoo (maize meal), Ketepa (tea producers), Safaricom (broadband Internet), Jumia (online store), Samsung (smartphones), Equity Bank (banking financial institution), Toshiba (laptop/notebook), Airtel (mobile network), Mpesa (mobile payment), Hotpoint (household appliances), Colgate (toothpaste producer), Easy Coach (bus operating company), London Distillers (spirit brand), Coca Cola (soft drink), Dairyland (ice cream), Dinku (furniture retailer) and Jubilee (insurance) also came first place in their categories in the ICERTIAS Best Buy Award survey.
These findings come from the first Best Buy Award research survey conducted in Kenya in July 2015 by the Swiss organization ICERTIAS. ICERTIAS measures the experience and level of satisfaction expressed by surveyed participants with the price-quality ratio of marketed products and services.
It should be noted that the ICERTIAS Best Buy Award survey does not measure brand equity or market share. This research provides insight into the customer’s personal experiences, opinions, satisfaction and perceptions, which are used exclusively to gauge the price-quality ratio of goods and services in the market.