| Titre |
Consumer Insights to Support Fairtrade Actors in Optimizing Marketing Operations in Kenya |
| Titre traduit |
Étude consommateur pour soutenir les acteurs Faitrade par l'optimisation des actions marketing au Kenya |
| Lien hypertexte |
Site de usercontent.one/wp/www.tdc-enabel.be |
| Auteur |
Ipsos Marketing |
| Date |
2014 |
| Pagination ou Durée d'écoute |
77 p. |
| Notes |
Enquête Ipsos réalisée pour le TDC (Trade for Development Centre), Belgique & Fairtrade Eastern Africa, Kenya |
| Résumé |
«Fairtrade, the most widely recognised ethical label in the world was launched in Kenya in 2013. That's why the TDC commissioned a study that will enable Fairtrade stakeholders to have a better understanding of the consumers’ awareness and attitudes towards Fairtrade or ethical trade in general. The study highlights the target market’s shopping criteria and media consumption which define the potential for Fairtrade products in the Kenyan market. Besides contributing to the development of a more informed marketing strategy for Fairtrade Marketing Organization Eastern Africa (FMOEA), it will benefit every local or regional stakeholder engaged in fair or ethical trade targeting the Kenyan market.»
|
CDTM de Paris
Centre de ressources sur le commerce équitable
