A nationwide research study on emerging and established product preferences has been completed with analysts now processing the data ahead of the prestigious Zimbrands Awards.
The study, conducted by Select Research on behalf of Buy Zimbabwe, gathered insights from over 7,000 respondents across five major cities namely Harare, Bulawayo, Gweru, Mutare, and Masvingo.
Select Research Project Manager Sarah Suruto expalined the scale of the study, calling it one of the most extensive ever conducted by the research firm.
“We were basically looking at gathering consumer preferences over a wide range of products and brands. We employed a combination of online and physical questionnaires. The response was extremely good and we got 5,000 physical questionnaires completed while over 2,000 were completed online. This is really one of the biggest research we have conducted and we would like to thank the respondents for taking their time and giving their input,” Suruto said.
The research covered a broad spectrum of industries including agricultural produce, foodstuffs, beverages, cooking oil, mining companies, detergents, alcohol, clothing and textiles, building materials, chemicals and fertilizers.
Additionally, consumers provided insights on their preferences for electronic appliances, hotels and lodges, financial institutions, telecommunications, medical aid and funeral assurance services.
Buy Zimbabwe Chief Executive Officer and Chairman Munyaradzi Hwengwere confirmed that the results will be announced at the highly anticipated Zimbrands Awards scheduled for May 30 2025, in Harare.
The awards, previously known as the Buy Zimbabwe Awards have been revamped to better reflect market trends.
“We are excited that there has been an overwhelming response to the comprehensive study. Select Research are now processing the data with a complete report expected in two weeks’ time. The results will be used to come up with winning products and brands at the Zimbrands Awards to be held on the 30th of May 2025 in Harare.
“We are very confident the winners will be a reflection of market trends as informed by the research which has directly tapped information on consumer preferences,” said Hwengwere.
Buy Zimbabwe commissioned the research to better understand the evolving consumer landscape as new products continue to challenge established preferences.
The study aims to enhance knowledge on current product offerings, pricing structures, and the dynamic market forces influencing consumer choices.
Previously, Buy Zimbabwe determined award winners through an adjudication committee.
However, with the adoption of a research-driven approach market data will now play a central role in selecting the top brands and products.
The new methodology is expected to enhance the credibility and relevance of the awards ensuring they align more closely with consumer sentiment.
