Buy Zimbabwe has initiated a nationwide research study to analyze consumer preferences across emerging and established product brands, aiming to reshape market dynamics and revamp its annual awards.
The in-depth study, conducted by Select Research, will assess consumer choices in five key regions: Harare, Bulawayo, Gweru, Mutare, and Masvingo. According to Buy Zimbabwe, the research will be the first of its kind, covering a broad range of products and services spanning agriculture, foodstuffs, beverages, clothing, building materials, chemicals, financial services, telecommunications, and hospitality, among others.
“The research, which is the first of its kind on the market, will look at gathering consumer preferences over a wide range of products and brands,” Buy Zimbabwe said
With an influx of new products entering the market, Buy Zimbabwe commissioned the study to examine shifts in consumer behavior and how pricing structures influence purchasing decisions.
“There is therefore a need to deepen knowledge and database of current product offerings on the market and to further understand the dynamic interplay of market forces and pricing regimes and how this affects choices by consumers,” the statement continued.
A major outcome of the study will be the transformation of Buy Zimbabwe’s premier awards, which will now be known as the Zimbrands Awards. Unlike previous years, when an adjudication committee selected winners, this new approach will rely on direct market feedback to determine top brands.
“Previously, Buy Zimbabwe used to convene an adjudication committee to select winners for the awards. With the new approach, the market has become more critical in the selection of the winning brands and products,” the organization said.
The survey is open to public participation through Buy Zimbabwe social media platforms.
Results are expected within a month and are anticipated to provide valuable insights into consumer trends.
“Buy Zimbabwe remains committed to the production, consumption, and preference of local content. In this respect, we will continue working to promote market access for emerging local products,” the statement added
The research comes at a time when Zimbabwe’s local manufacturing and retail sectors are striving to compete with imported goods, making consumer insights crucial for shaping the future of domestic brands.
