CROSS FIRE
CROSS FIRE
MARKETING IN THE ABSENCE OF TRUST : MURKY WATERS FOR MARKETERS TO NAVIGATE
By Herman Githinji
Consumer Behavior in Marketing is a study that gets into the mind of an individual or a group of consumers to understand how they think , the processes , and methods they use to satisfy their needs . Most important is understanding what underlies or shapes those behaviors .
Our Kenyan consumers have unique behaviors that sprout from a common ground of mistrust . When a peoples ’ mind becomes the dump site for political , commercial , spiritual , and social mis-information , a hardened resolve of general mistrust emerges .
On Monday 3rd , October 2016 a conservationist , beautiful young lady-with short hair , Hamdi Keif Yusuf chained herself to the Kenya Wildlife Services ( KWS ) gate overnight in an attempt to protest against plans to have the Standard Gauge Railway ( SGR ) pass through the game park .
She is a determined protester . Her Facebook status that night read : “ It ’ s the fourth hour . It ’ s drizzling . And we are 2 now . We are cold and hungry . Only the media keep us warm with their glaring lights …”
Ten days and 150 kilometers away ,
‘‘ Just like in political and social spheres , mis-information is common in Marketing . Customers and consumers alike collect information from various sources , some half correct and others absolute trash . Each salesman who appears has his or her own story . Just like the politicians , they mind their interest first .’’ another protest is brewing . This time triggered from odd quarters . On October 11th , 2016 the leader of the opposition , Raila Odinga , claims that a water tunnel in Muranga County will affect water supply in downstream drier areas of Tana River and Eastern regions . According to the Government , the objective of this project , funded by the Government of Kenya and the World Bank , is to increase water supply in Nairobi County .
Kenyans for a while were entertained by political drama and humorous verbal bashing from both political sides . At the end , an apolitical Kenyan is left wondering : “ what is the truth about all these ?” Whom should we talk to or hear from for the truth . Kenyans are a people who receive various and varied news from multiple sources ; and how often are those sources incorrect ?
Matters are of either fact or opinion . When a matter is of fact , it should hold true all the time - like the sun rises from the East . Facts are also backed by either logic or science . When it is a matter of opinion , it
04 MAL 16 / 17 ISSUE