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September 2007
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Report Format
01 Background
02 Study Objectives
03 Research Design
07 About us
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01 Background
The Youth Population
• The Kenyan youth aged 13-24 have an enormous influencer and purchasing potential
and capacity. This market is predominant segmented into 3 key categories:
a) high-school going age (13-18/19 years),
b) College / university age (19-24 ) and
c) Job entry level
• Thus, their needs are fairly different from the average household shopping requirements.
It is thus imperative that this youthful consumer base be understood and insights into the
drives and influencer for product and brand choices be clearly understood.
•We applied multi-stage random sampling in the Quantitative phase of the study.
•We also adopted purposive sampling for specific product and brand categories.
•Quality control, was maintained through standard Youth Dynamix procedures, 30%
accompaniment, 30% back-checks and 100% data form checks.
•We also visited supermarkets, shops and shopping malls during the last week of the
holidays, and specifically the final 3 days. During this stage, we randomly selected
students as they did their shopping, and asked them to assist us in the study.
•We also sought views of the guardians and parents during the exercise.
1000 1 2 3 3 3 3
Youth Dynamix strives to ensure that all data is as accurate as possible, with standard error
margin permissible.This table illustrates the recommended allowance for sampling error
(plus or minus) at 95% confidence level
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02 Global Youth
The Global Youth
Globalization has had its major impact felt in the developing countries, as
the youth become more cosmopolitan in their tastes and buying
behaviours. This is possible through diffusion of technology, enabled
through diverse media channels.
Brands have become an integral part of their lifestyle - they give youth an
identity, acceptance into the group, social status and indicate wealth and
esteem.
Thus, Shopping malls and supermarkets have attained new meaning, seen
as an avenue that fashion is exhibited, where to link up with buddies, and
where to learn and keep abreast with what’s new.
Friends and peers very crucial in life, rivaling the family unit. Friends are
key in recommending various brands and services to their peers.
Pester power is fast being replaced with specific wants and needs, with
KEY product and brand identities and attributes being clearly identified
from as young as 7 years.
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03 Study Objectives
Primary Aims & Objective of research
• The syndicated study also targets capturing the Kenyan youth’s shopping basket for each term.
The objective of conducting the study at the start of every term, includes:
– To be able to monitor the changing patterns in purchase of products, services and brands every term
– Understand and record the key influence patterns, and the motivations behind these influencers /
influences
– Those key and minor aspects that help in decision-making process
– The various marketing dynamics that influence and impact on this target audience
– Determining various product, services, and brand requirements when they report to school each term
– Factors taken into consideration when deciding what product, service or brand to buy/use in school
– Key influencers – family, friends, price, availability, pack sizes, design, offers, etc
– Key product attributes looked for – Durability, fragrance, colour etc
– Overall adequacy of products and services across the various consumer segments
– Lifestyle attributes
• We believe that the findings should be useful in advising and informing marketers and our
clients in particular on the changing trends of the Kenyan youth and the factors that influence
their decision-making in respect to product, service and brands usage, purchase, consumption
etc.
a) Formulate strategic insights that would help clients conduct appropriate back-to-school
promotions
b) Offer appropriate product and brand positioning strategies
c) Determining the various competitive attributes considered by youth
d) Evaluate gaps in the current products and services offered by clients vs the needs of the
youth
e) Evaluate prospective youth opportunities that clients can invest in
f) Recommend how to fill in the gaps with the new products and services
g) Recommend how clients can tap business from these segments and grow them
• The key demographic indicators captured includes Age, Gender, School – class, Urbanization,
Family set-up, School going age, LSM 1-10, Borders and day scholars etc
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04 Vital Statistics
Kenya Population
Province Districts % national Constituencies % national Pop By province % national
1 Nairobi 8 10.3 8 3.8 3,500,000 10
2 Central 7 9.0 29 13.8 4,550,000 13
3 North Eastern 4 5.1 13 6.2 3,034,665 9
4 Eastern 13 16.7 36 17.1 5,250,000 15
5 Nyanza 12 15.4 30 14.3 1,173,893 3
6 Rift Valley 19 24.4 49 23.3 5,358,837 15
7 Western 8 10.3 24 11.4 8,050,000 23
8 Coast 7 9.0 21 10.0 4,097,981 12
Total 78 100.0 210 100.0 35,015,376 100
This large population is the future key decision-making body for products,
brands & services.
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Dynamix 18
05 Sources of Money
What does Money mean
• Money is an enabler, helps you to achieve and get material goods and services you
wish to have
• Money sets you apart from your peers, enabling you to purchase fashionable attire,
technology gadgets etc
• Money gives you an air of independence, whereby you don’t have to worry about what
to buy, where to go etc
• Money accords you status, makes you feel important, and earns you respect
Parents 88
Immediate relatives 42
Siblings 26
Hustling 22
Friends 13
Vocational/temp jobs 11
Charity -NGOs, Church 7
Savings 6
Sugar dad/mum 5
HELB 3
Teachers 3
0 10 20 30 40 50 60 70 80 90 100
LSM 5-7: Bargains, economy packs, promotions key. Price sensitive, but brand and product benefits matters.
Influence of peers, parents and ads substantial. Need to impress outweighed by budgetary constraints. Family
influence bigger.
LSM 8-10: Brands rule. Quality and product benefits key. Bargains & promotions matter, medium-larger packs
given higher consideration. Price sensitivity low. Influence of peers, parents and ads substantial. Need to
impress crucial. Family influence average.
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YouthDynamix
Dynamix 24
06 The Basket Products
What constitutes a back2school basket?
• In segmenting our respondents, we sought to understand them from a holistic perspective.
• We eventually categorized the consumer products into the following key groupings, based on
the respective number of products in their basket.
30 29
27
26
25 23
20
20 19
16
15
11
10
0
Male Female Male Female Male Female male av fem av Mean
40
F: - 13 (LSM a-b) F: - 7 (LSM a-b) 36
35
30
29
25 26
20 20
15
16
10 11
Product Category LSM - 1-4 LSM -5-7 LSM - 8-10 Total av.
Male Fem Male Fem Male Fem male av fem av Mean
95 Mineral water 0 0 3 2 7 4 3 2 3
96 Fabric softeners 0 0 1 2 3 9 1 4 3
97 Shower Gel 0 0 0 1 2 5 2 2 2
98 Facial scrub 0 1 0 3 0 9 0 4 2
99 Mouth wash 0 0 1 2 4 6 2 3 2
100 Tea leaves 2 1 3 1 1 1 2 1 2
101 Insecticides 0 1 0 2 1 2 0 2 1
102 Iron box 0 1 1 1 1 1 1 1 1
103 Toothpicks 0 0 0 1 2 1 1 1 1
104 Cotton Buds 0 0 1 1 1 1 1 1 1
105 Liquid laundry detergent 0 0 0 0 1 2 0 1 1
106 Hand wash liquid detergent 0 0 0 0 1 1 0 0 0
107 Water purifier 0 0 0 0 0 1 0 0 0
1180 1821 2286 3439 2996 4313 2156 3191 2673
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Youth Dynamix
Dynamix 36
07 Key Products
Products in Basket: Category A: Top 27 products
Product Category Lowest cost Medium cost Higher cost Mean cost Pieces term cost % use
1 Bar soap 10 25 60 32 4 127 78
2 Pens 10 10 15 12 4 47 76
3 Toothbrush 10 20 50 27 1 27 72
4 Toothpaste 20 45 250 105 2 210 68
5 Shoes - leather 250 500 1500 750 1 750 67
6 Toilet soap 25 45 70 47 4 187 65
7 Shoe Polish 35 55 150 80 2 160 64
8 Tissue paper 15 25 25 22 8 173 62
9 Bread 30 30 30 30 90 2700 54
10 Sugar 20 60 150 77 6 460 53
11 Drinking Chocolate 10 50 250 103 3 310 48
12 Jellies 20 50 150 73 2 147 48