Zurich, Nairobi --
If an average Kenyan had an unlimited amount of
money at their disposal and made decisions based exclusively on
quality when buying, he would wear a Rolex, listen to Sauti Sol
or Beyoncé and would most like to watch a football match with
are the results of the first Kenyan QUDAL - QUality meDAL -
DEEPMA Research conducted in June this year by the Swiss
organization ICERTIAS - International Certification Association
GmbH with its headquarters in Zurich by means of an online
survey on a sample of 1,200 citizens of Kenya, internet users 15
years and older.
entire QUDAL Research in Kenya encompassed more than sixty
commercial and non-commercial categories (e.g. best quality
milk, best quality car, best quality domestic singer etc.). The
first results of this complex research have now been processed
and are available for analysis.
QUDAL –QUality meDAL 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.
QUDAL - QUality meDAL Research was conducted, Kenyans were asked
what goods would they buy and what products would they use if
money wasn’t a factor in their decision-making process, but the
quality of the product alone.
QUality meDAL 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.
market research does not measure market share or sales nor brand
power, but focuses exclusively on consumers’ experiences and
opinions as to the level of quality they are receiving for their
money spent, with recognition being awarded in many product
categories in the home country.
the Kenyans think when they have top quality in mind is perhaps
best illustrated by the QUDAL - Quality DEEPMA Research category
- “Kenyan symbol of quality”.
citizens of Kenya in the QUDAL survey were asked the following
question concerning this category: “Specify the name of the
company, product, or service that you find to be the best
example and symbol of the HIGHEST LEVEL OF QUALITY, when it
comes to products and services in the Kenyan market:”
majority of the surveyed responded to this question with - “Safaricom”.
category of the best musical performer or singer, the first
place went to - “Jaguar”. The sprinter Bolt has taken place no.
1 as theabsolutely best sportsman in the opinion of the Kenyan
citizens, while Arsenal F.C. is the best sports club in the
world (regardless of which sport).
comes to the quality of persons, projects, organisations etc.,
the examinees in the Kenyan QUDAL Research placed David Rudisha
in the top position in the category of best
sportsman/sportswoman in Kenya and the football club Gor Mahia
in the category of best Kenyan sports club (regardless of which
quality Kenyan music group, the majority of the Kenyan examinees
in the QUDAL Research nominated Sauti Sol, while Jaguar won in
the in the category of best singer in Kenya.
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)
Methodology and sample
QUDAL - QUality meDAL – Kenya 2014/2015 Research (www.qudal.com)
was conducted by the Swiss organization ICERTIAS - International
Certification Association GmbH (www.icertias.com)
on the territory of the Republic of Kenya during June 2014, by
means of an online survey and the CAWI - DEEPMA method (Computer
Assisted Web Interviewing - Deep Mind Awareness).
citizens of Kenya who were 15 and older were interviewed, using
the Internet participated in the research.
survey encompassed the entire territory of Kenya.