GfK is an acronym that stands from Growth from Knowledge and has its
Headquarters based in Germany. We are proud of our German heritage and are
proud to bring to Kenya “Research Made in Germany!”
to the total market especially with regards to
market size, number of resellers and brands
performance within these sectors.
In March 2012, we started a retail panel
that is currently only limited to Nairobi as a
first step to start collecting facts about these
products.
3. Does GfK have experience in carrying out market research for the lubricants industry?
Yes! GfK is currently tracking Lubricants in
Germany, Britain, Malaysia, France and we
are glad to be the first country in Africa to
start tracking lubricants. We have received
necessary training to start the tracking of
this product.
The basis of most research methodologies
is based on the use of a sample to represent the
universe within the distribution channels.
Obviously, we have to take into consideration the variances that exist in the resellers
markets in building up of a representative
sample that is used to represent the market.
Our research involves the recording of all
the SKUs sold in the shops within our market
on a monthly basis and the SKUs are coded to
July-September 2012 | Lubezine Magazine
reflect the features of the products ͽ