Samsung has emerged as a significant player in the hearts of Kenyan women, securing an impressive fourth position among the top 100 most-loved brands in the country in a survey conducted by Ipsos in collaboration with BSD Group, shedding light on Samsung’s growing influence and appeal among a crucial demographic, and signaling a deep-rooted connection that goes beyond mere product usage.
The survey, which delved into the preferences and sentiments of Kenyan women across various age groups and regions, uncovered key insights into why the brand has captured their admiration and loyalty compared to other players within and without the mobile sector.
The brand’s high-ranking commitment to innovation and technological excellence gave it an upper hand among Kenyan female consumers. From cutting-edge smartphones to state-of-the-art home appliances, Samsung has consistently delivered products that resonate with the evolving needs and aspirations of modern consumers, including women who are increasingly tech-savvy and discerning in their choices.
At the same time, Samsung’s focus on user experience and design aesthetics has struck a chord with Kenyan women, who appreciate not just the functionality but also the sleek and stylish appeal of Samsung’s products. Whether it’s the immersive display of their TVs, the advanced camera capabilities of their smartphones, or the efficiency of their home appliances, Samsung has succeeded in creating a holistic brand experience that caters to the diverse lifestyles and preferences of Kenyan women.
Another factor contributing to Samsung’s popularity is its strategic marketing initiatives and engagement with consumers. Through targeted campaigns, sponsorships, and community outreach programs, the brand has managed to build meaningful connections with Kenyan women, fostering trust, brand loyalty, and a sense of belonging. It often aligns with causes and issues that resonate with its target audience, hence positioning itself not just as a provider of products but as a brand that cares about the well-being and aspirations of Kenyan women.
“Marketing to women is about recognizing their unique needs, desires, and challenges, and then crafting products and services that address these. The brands recognized in the top 100 rankings have gone beyond the normal functional delivery of the brand to creating emotional connections and building trust,” said Chris Githaiga, Ipsos Country Manager – Kenya.
Moreover, Samsung’s focus on sustainability and social responsibility has also played a pivotal role in earning the admiration of Kenyan women. With initiatives aimed at reducing environmental impact, promoting digital inclusion, and empowering communities, Samsung has demonstrated a commitment to making a positive difference beyond commercial interests, a stance that resonates strongly with socially conscious consumers.
“This recognition is a great testimony that we are always committed to giving our customers the best. Being loved by Kenyan women as a brand is no mean achievement. It is a challenge for us to give them even better and sustain their love for us,” said Brenda Khaimia, Head of Marketing Mobile eXperience at Samsung Electronics East Africa.
As Samsung continues to evolve and adapt to changing consumer dynamics, its position as a beloved brand among Kenyan women is likely to strengthen, paving the way for further growth and impact in the region’s competitive landscape.
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