The aim of the current report is to introduce BoP and an emerging economy of Kenya as a growing market of increasing importance in the world and introduce the mindsets about the healthcare of the Kenyan population (including BoP consumers) to a wider audience of readers.
The authors have partnered with a startup company Selfdiagnostics LLC, Enterprise Estonia and Estonian Development Fund and the research aims of this report were the following:
- To understand better the behavioural purchasing patterns of consumers in healthcare and to get an overview of the healthcare system.
- To introduce Kenyan start-up and entrepreneurship environment and its market potential and barriers to entrepreneurs. The activities got covered in Estonian media and on one of the report authors’ blog.
- To give practical advice on the BoP markets using the example of Kenya.
Those three aims put together in this research paper form a whole for all of the interest groups to get a better understanding of the topic and the market as a whole.
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Version 1: Overview of Kenyan health sector and business environment. Consumer-centred research of Bottom of the Pyramid emerging markets.
Version 2: Consumer-centred research of Bottom of the Pyramid emerging markets for entrepreneurs: Case study from Kenyan health and healthcare industry.