If money was no object and basing their choice exclusively on quality, Kenyans would wear a Rolex, listen to Sauti Sol or Beyoncé and watch Arsenal FC soccer matches. This is according to the first Kenyan QUDAL (QUality meDAL) DEEPMA Research carried out in June this year. The study was carried out by the Swiss organization ICERTIAS (International Certification Association GmbH) headquartered in Zurich-by means of an online survey of 1,200 Kenyan internet users above the age of 15.
The research included more than sixty commercial and non-commercial categories from best quality milk, car to domestic singer and sportsman. Each QUDAL accolade is the consumer's voice, and the intent is to create a culture in which manufacturers and service providers will strive to provide maximum quality, with consumers demanding only the best.
The respondents were asked what goods they would buy and the products they would use based on quality alone and if money wasn’t a factor. The QUDAL research therefore gives a completely new picture of Kenya and the Kenyan market revealing what Kenyan citizens think of products available on the market, and their perception of that value.
Safaricom came tops as the best example and symbol of the highest level of quality in the market; Jaguar was found to be best music performer; Sauti Sol best group; David Rudisha best Kenyan sportsman; and Gor Mahia, best Kenyan sports club (regardless of sport type).
In the commercial categories of the QUDAL Research, Kenyan citizens nominated the following as the absolute highest quality producers: Brookside (Category: Milk); Nescafé (Category: Instant coffee); Delmonte (Category: Fruit juice); Keringet (Category: Still mineral water); Fair and Lovely (Category: Facial cream); Rolex (Wristwatch); Nike (Sports footwear); Equity (Bank); Britam (Insurance company), Visa (Credit card) etc.
The research company focuses on consumers’ experiences and opinions to measure quality, and not market share or brand power.