UNDERSTANDING THE SHIFTING CONSUMER PRIORITIES: THE

“NGANYA” CULTURE

BY:

JANET RAGUI

NDUNGU MUIGUA

MORRIS MWANGI

The evolving consumer needs

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Areas highlighted:

Social media

Fashion

Means of transport

Source: Photos of matatus from the Internet

Why these changes?.......

• Culture shifts

Religious beliefs

Education

Lifestyle

• Technology

Smart devices

Artificial intelligence

• More expressive

Emotional needs

3 Source: Photos of matatus from the Internet

Emotional connections influencing consumer decisions

Emotions play a critical role in the

consumer decision journey

…brands they associate with,..brands to

recommend….

Consumers will consider and evaluate

brands, based on:

Experiences

Recommendations

Brands therefore need to focus on

developing emotional connections

with consumers to recruit and retain

consumers

Personalization

Sense of belonging

Fulfillment Understanding

Involvement

Inspiration

Caring Identity 4

Eldelman, D & Singer M.( 2015): The new Consumer decision

Journey. Retrieve from https://www.mckinsey.com/business-functions/marketing-and-sales/our-

insights/the-new-consumer-decision-journey

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• Source: Emotion- The Missing Link in Customer Experience (Temkin Group).mp4-.mp4-.mp4

CASE STUDY- “NGANYA”

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A Snap Shot of the Evolution Story

Source: March 23rd 2016 article by Odhiambo; The Evolution of Matatus in nairobi, and why the Industry is in dire need of an “Uber” Revolution http://sitemkenya.co.ke/2016/03/23/the-evolution-of-matatus-in-nairobi-and-why-the-industry-is-in-dire-need-of-an-uber-revolution/

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THE NGANYA CULTURE

MATATUS that have been customized to fit the needs of the urban consumer

They are identifiable by their graffiti, entertainment and stylish & attractive designs

NGANYAS have successfully TRANSFORMED matatus from a MEANS to a CULTURE

A bulk of the consumers are the “millennials” the rapidly changing consumer segment

Matatus have managed to tap into the consumers emotional space

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Source: You tube video on Matwana

Kenya is a country dominated by youth, with 51 percent of the population under the age of 25, if we assume linear demographic shifts over the last 10 years

2009 Census Urban Rural Total Percent

Below 14 4,293,574 11,348,546 15,642,120 41%

14-17 965,300 2,540,317 3,505,617 9%

18-24 2,093,413 3,275,373 5,368,786 14%

25-32 2,191,730 2,779,522 4,971,252 13%

Above 32 2,934,040 6,167,196 9,101,236 24%

Total 12,478,057 26,110,954 38,589,011

2017 Adj. Urban Rural Total Percent

Below 14 2,061,127 5,057,975 7,119,102 19%

14 - 17 1,162,409 3,255,511 4,417,920 12%

18 -24 1,786,056 5,001,031 6,787,087 19%

25 - 32 2,342,695 3,849,719 6,192,414 15%

Above 32 5,125,770 8,946,718 14,072,488 34%

Total 12,478,057 26,110,954 38,589,011

51%

Source: Projections based on 2009 KNBS population census

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Who are they?

• Belonging to a 'CLICK', whether online or offline, as a source of identity and sense of belonging

• They are influenced by ‘need to live in the moment’

• Word of mouth, particularly online and from peers, is very popular and credible

• Value for money is highly critical because of budget limitation as well as time

• Digital natives - easy access and faster consumption of information, and can compare options based on knowledge

• Highly aspirational and make considerable trade-offs in pursuit of gratification

• Image is supreme and takes prominence in their life's

• Youth are masters of multi-screening

• And overwhelming external and internal struggles » internal turmoil wanting to

put up with tradition/custom versus moving with what they see as trendy

» love for appeal and belonging, and boundless imagination

Marketing your products in this ecosystem requires a change of focus from who is buying your products to how and why they are buying >> Need to know their LANGUAGE to effectively reach them

Source: Consumer Options youth database 10

Media &

Entertainment Technology Apparel &

Footwear

Finance &

Banking Travel

Retail

Eateries

Brands actively engaging with the Youth

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The “Nganya” connects emotionally to consumers

Identity

Understanding Sense of belonging

Involvement Personalization

12 Source: Matwana videos

1 Source: Photos from Matwana website 13

Source: Photos from Matwana website 514

Way of life that defines the urban

youth of Nairobi

The industry has been revolutionized

to match the taste of the younger

generation

Although this industry is known for its

unruly culture, its seeks to also

promote safety through their face

book page 15

Drivers to Emotional Experience with ‘nganya’

The Art in and out of the ‘mathree’

Beauty of the car

Modest

Comfort

Good customer care

Name

Keeps good time that is does not waste time at every stage

Conductor-looks (hygiene), dressing, talk

WI-FI

Keeping up with the trends-movies, music, technology

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Way forward

1. Create connection points with consumer along every step of their journey from searching for products to recommending and repurchase.

• This can be achieved by recording important life milestones are so as to build relationships beyond product interactions

2. Personalization of products as opposed to a ‘one fits all approach’

• Create intimate relationships with the consumers and in turn translating to loyal customers who are satisfied.

3. Establishment of dedicated online presence on the platforms that most consumers are interacting on to give instant feedback on queries and complaints that have been raised

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