Mr. Paul Gitau- Key Accounts & Institutions Manager- Grain Industries Ltd.

By Benard Mulwa

Kenya’s leading market research and consulting firm Ipsos and brand and business advisory consulting BSD Group, in partnership with the Top 100 Most loved Brands by women in Kenya has accorded Ajab Fortified All-purpose home baking flour as one of the most loved brands by women in Kenya today at an inaugural innovative market study in Kenya that establishes the authority of women consumers as an emerging, significant and consumer market. 

Ipsos undertook a countrywide study where they interviewed a statistically significant sample of women aged 18 – 65, which is representative of the women population in Kenya. Insights drawn from the study elaborate how women drive consumer purchase decisions as the primary shoppers for their homes. The study leverages and highlights the potential opportunities that brands, business, or other non-commercial organization may loose by not understanding female consumers. It is an innovative and descriptive tool aimed at accelerating gender parity, equity and fair engagement for women in boardroomdecisions that drives the creation, production, pricing, communication and delivery of products, services and causes.

Mobile money, M-Pesa topped the list coming number one followed by Safaricom, Equity Bank coming third position followed closely by Samsung then Ajab- which is produced by Grain Industries Ltd.