Buy Zimbabwe undertakes nationwide consumer research

ROBIN PHIRI
Buy Zimbabwe has initiated a comprehensive nationwide research study to identify consumer preferences for both emerging and established products.
According to Buy Zimbabwe, the study is part of efforts to gain deeper insights into the evolving market landscape.
It will be conducted by Select Research and will cover five major regions: Harare, Bulawayo, Gweru, Mutare, and Masvingo.
“This research is the first of its kind in our market. We aim to gather insights on a wide range of products, from agricultural produce and foodstuffs to beverages and electronic appliances,” Buy Zimbabwe stated.
The survey will analyze consumer preferences across various categories, including cooking oil, detergents, clothing, building materials, and services such as telecommunications and medical aid.
This initiative comes in response to the increasing presence of new products that are reshaping traditional consumer choices.
“With the emergence of new products, there is a pressing need to understand the current market landscape and explore how market forces and pricing influence consumer decisions,” Buy Zimbabwe noted.
The research findings are expected to provide valuable insights into preferred brands, the impact of pricing on consumer behavior, and notable shifts in purchasing patterns.
Additionally, the results will play a key role in revamping the Buy Zimbabwe Awards, which will be rebranded as the Zimbrands Awards. The new approach will prioritize market feedback in determining winning brands, replacing the previous adjudication committee-based system.
“By involving the market in the selection process, we ensure that the awards truly reflect consumer preferences,” Buy Zimbabwe added.