Understanding the Shifting Consumer Priorities: The “Nganya” Culture

Event: MSRA Annual Conference 2017

Culture shifts

Technology

More expressive

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
– Caring
– Identity
– Involvement
– Inspiration

Understanding Shifting Consumer Priorities: The Evolution of Matatu 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.

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