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Published on February 12, 2015

Enhancing the growth of plastic cards in Kenya

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Summary

Use of credit and debit cards in Kenya has grown substantially over the years with more people moving towards card-based payments. However, as promising as this progress is, Kenyans are yet to fully adapt to the culture of using credit and debit cards when shopping, especially when compared to other markets around the world.

Financial Sector Deepening Kenya (FSD Kenya) is supporting Kenya Bankers Association (KBA) and the Kenya Credit and Debit Card Association (KCDCA) to review the current status of card usage in the country. In turn, FSD Kenya commissioned TNS to conduct the review. The key business objective is to increase the number of cashless transactions made by increasing the use of plastic cards for purchases. This report presents insights gathered from the study.

In our approach we have adopted TNS’s behaviour change model which puts into consideration two systems of human behaviour, and offers well-thought through solutions to address those two systems. The key purposes of the report are:

ƒ(1) to highlight the key barriers to use of plastic cards across the whole
cycle, including consumers, merchants, telcos, acquirers, regulators, card
producers, card issuers and schemes; and

(2) to identify opportunities for future growth by overcoming these barriers – our recommended solutions to influence behaviour.

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