Africa-Press – Zimbabwe. ALL roads lead to the Buy Zimbabwe Awards set to be held in Harare tonight, where Industry and Commerce minister Mangaliso Ndlovu will be the guest of honour.
Buy Zimbabwe chairperson and chief executive officer Munyaradzi Hwengwere said buy local was a campaign that should go beyond a patriotic appeal.
“We have received way more than we expected. We now realise that there are limits to emotional appeal. Competitiveness is cardinal,” he said.
“We are happy that our 2025 Zimbrands Awards will no longer be based on self-assessment, but on actionable and valid market information.”
Zimbabwean consumers have overwhelmingly cited price and quality as primary determinants that influence their buying decisions.
Select Research project manager Sarah Suruto underlined some of the research’s key findings ahead of this year’s awards.
“What we did was to get market insights of the local products directly from the consumer,” she said.
Suruto said the survey revealed that 79,1% of the respondents cited price as a primary determinant for preferring a particular product.
Quality considerations came second with 72%. Customer service was a distant third at 36,9%, followed by brand availability at 23,8%, and innovation was number 5 at 20,3%.
Brand loyalty was at number 6 with 15,2%.
Marketing and advertising was at number 7 with 4%.
The least considered factor was packaging, which had only 2,6% of respondents citing it as key in influencing their purchasing behaviour.
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