Buy Zim to reveal best performing brands

Select Research, in collaboration with Buy Zimbabwe, yesterday said preparations were advanced for the publishing of the Zimbrands market survey report, which focused on the best-performing brands in various sectors of the local economy.

The awards ceremony for the outstanding brands will be held on May 30, 2025.

The primary goal of the study, which was conducted from February 2025, was to identify prominent local brands that are dominating the Zimbabwean market and gain valuable insights into consumer preferences.

It also sought to establish the key attributes that influence brand choices, shedding light on the complex dynamics at play in the local market.

The nationwide survey employed face-to-face interviews for in-depth analyses and online interviews, ensuring a diverse and representative sample of participants.

From a sample size of 7 200 participants, the survey comprised 5 200 individuals engaged face-to-face and 2 000 respondents reached online, providing a reliable representation of the Zimbabwean market.

By exploring these dynamics, the research provided a deeper understanding of the local market landscape.

Select Research programme manager Sarah Suruto said consumers were asked to identify the key factors driving their brand preferences and findings revealed that price and quality are paramount considerations.

However, the issue was not just about being cheap rather as consumers also considered value for money, thus more emphasis on product quality.

She said innovation, effective brand layout, marketing, and attractive packaging all played important roles in shaping consumer perceptions and purchasing decisions.

“We looked at what the consumers perceived as the factors behind their preferences, including price and quality of a product.

“Issues like affordability, customer services, brand availability, innovation, brand layout, marketing and the issue of packaging were all considered in the survey,” said Mrs Suruto.

Speaking at the market survey results presentation, Buy Zimbabwe chairman Munyaradzi Hwengwere said the awards would incentivise Zimbabwean companies to enhance their offerings, addressing areas like price competitiveness and product quality.

By recognising excellence, the awards will encourage companies to strive for improvement, ultimately benefiting consumers and driving business growth.

“This research was biased towards companies that are making goods locally, given that we now have a growing number of imported products.

“The research has shown us that competitive pricing and good quality are all that the consumers need,” said Mr Hwengwere.

Specifically, the study sought to understand the factors driving consumer loyalty and preference for certain local brands over others.

This knowledge can inform business strategies, marketing initiatives, and product development, ultimately driving growth and competitiveness in the Zimbabwean market..-herald