In the spring of 2012, our team visited Kenya to conduct consumer-centred research of the Bottom of the Pyramid market and to get an overview of the health and startup environment in Kenya.
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.
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.