The recently signed Memorandum of Understanding between Buy Zimbabwe and the Content Creators Association of Zimbabwe marks another effort aimed at boosting local merchandise and decreasing dependence on foreign goods.

The government is promoting various measures such as interventions, tax benefits, and funding for industrialization as crucial elements driving this plan. Officials anticipate that these efforts will lead to more than a three percent expansion in the manufacturing industry this year.

In theory, this appears to be a positive move forward.

Nevertheless, the genuine issue persists: why do Zimbabweans continue to favor imported products despite these initiatives?

The dominant story implies that customers just require increased awareness and promotion to start favoring products made locally.

However, this premise is incorrect.

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The truth is that Zimbabweans aren’t rejecting domestic goods out of lack of knowledge; rather, they’re staying away from them because of worries about their quality.

Be it electrical devices, building supplies, chemical substances, or simple everyday essentials, local producers have continually failed to generate products that adhere to satisfactory quality levels.

Neither advertisements nor patriotic pleas can persuade buyers to purchase items that fail to provide good value for their valuable cash.

The genuine issue here isn’t due to insufficient understanding; rather, it stems from an inability to place importance on excellence.

For Zimbabwe’s manufacturing industry to flourish, it needs to tackle this basic problem initially.

Otherwise, all these Memorandums of Understanding and “Buy Zimbabwe” initiatives will stay as mere formalities, unable to persuade the very individuals they aim to benefit.

It is praiseworthy in theory for Zimbabwe to strive towards increasing domestic production and decreasing imports.

Although agricultural items, especially foods, now make up around 80% of the locally available products thanks to gaining more ground in the domestic market, numerous non-agricultural goods still face challenges because they do not meet quality standards.

The discussion ought to focus on confirming that local goods adhere to satisfactory quality benchmarks warranting their acquisition, rather than merely raising consciousness.

The current economic situation for Zimbabweans involves significant challenges, as their available income has decreased and their ability to buy goods and services is sharply limited.

In such situations, customers inherently focus on getting good value for their money.

If a domestically produced item does not live up to durability and performance standards, people won’t keep purchasing it just because it’s labeled as “Made in Zimbabwe.”

The marketplace relies on trust, but this faith has continually diminished due to subpar domestic products that wear out quickly, necessitate constant replacement, or, in certain instances, present real dangers to consumers.

A major worry is the standard of electric and electronic items produced domestically.

Due to justified concerns about fires, short circuits, and various malfunctions, consumers have grown hesitant when buying domestically produced electrical devices.

Numerous tales circulate about domestically made extension cords and power adaptors that tend to overheat, fuses that suddenly blow, and gadgets that stop working after just a few weeks of usage.

These issues are more than mere annoyances; they pose genuine threats that endanger both life and possessions.

Until these problems are resolved, Zimbabweans will keep opting for imported products, despite the higher costs involved.

Likewise, both the construction and hardware industries have faced issues with substandard materials that do not live up to their claimed standards.

Builders often gripe about supposedly “rust-resistant” local steel that corrodes after just one wet season or “premium quality” paint that starts flaking from the walls within mere months.

Under the strain of a storm, roof tiles shatter, plumbing supplies develop unexpected leaks, and adhesives succumb even to slight pressure.

These issues do not stem from inadequate marketing or a shortage of consumer knowledge.

These issues arise due to systematic problems in quality assurance, production monitoring, and regulatory compliance.

Another concerning instance can be seen in the chemical sector.

A significant number of domestically manufactured cleaning agents, solvents, and industrial chemicals fail to comply with global benchmarks for safety and efficacy.

Customers buying locally produced cleaning items frequently discover that they need much larger amounts to get the same outcome compared to using just a little bit from an imported version.

Occasionally, inferior chemicals can harm machinery, erode surfaces, or present health risks to individuals using them.

These encounters often cause customers to turn away from domestic products towards well-established international alternatives.

The large-scale breakdown in quality control extends its impact past personal customer choices.

Substandard products can weaken the structure of buildings, raise repair expenses for companies, and erode confidence in Zimbabwe’s industrial sector.

When consumers cannot rely on the quality of domestic products, it discourages investment in local production and perpetuates the cycle of import dependency.

Companies that would typically obtain their raw materials and components from nearby sources are now compelled to seek them elsewhere, thereby further eroding the nation’s manufacturing foundation.

It is crucial to understand that marketing by itself cannot solve this problem.

Regardless of the number of “Buy Zimbabwe” initiatives launched, memorandums of understanding signed, or awareness programs executed, nothing will make a difference unless the fundamental issue of product quality is resolved.

Customers do not act irrationally; instead, their buying choices are influenced by their experiences, product performance, and dependability.

Quality should never be replaced by patriotism, nor can it ever be overshadowed by it.

Assuming that Zimbabweans will purchase subpar products simply due to patriotic feelings is both unreasonable and unjust.

It falls upon manufacturers to ensure their products adhere to the quality expectations set by consumers, rather than expecting consumers to accept inferior items as an obligation.

When invoking patriotism, it should begin with local producers showing their dedication to the country by focusing on quality rather than immediate financial gain.

Genuine national pride in commerce involves maintaining rigorous manufacturing norms, pouring resources into advanced tech, and guaranteeing that goods are not just up to par but exceptional.

It means valuing the consumer’s trust and recognizing that a loyal customer base is built on consistent quality, not on appeals to national pride.

There is an urgent requirement for enhanced regulatory supervision and stricter enforcement of quality standards.

The Standards Association of Zimbabwe needs to play a more proactive part in establishing, overseeing, and implementing strict quality standards throughout every sector.

This encompasses routine examinations, mandatory certifications, and penalties for producers who do not comply with basic quality standards.

Manufacturers cannot solely depend on self-regulation or voluntary adherence to rules.

An autonomous and trustworthy body should oversee the assurance that every product manufactured locally complies with the required standards for consumer safety and contentment.

Moreover, the “Buy Zimbabwe” initiative ought to concentrate not just on endorsing local goods without discrimination but should also function as a means of ensuring product quality.

A mechanism must be established to review products prior to endorsement, guaranteeing that solely items adhering to satisfactory criteria are prominently promoted.

The campaign might include a system for gathering customer feedback, ensuring that grievances regarding inferior goods are openly tackled, with manufacturers being made responsible.

Implementing a strategy of “naming and shaming” for persistently low-quality goods might act as another barrier to prevent unethical manufacturing methods.

Examining worldwide successes, one of the most impactful marketing approaches has consistently been the product’s inherent quality.

For example, German goods didn’t achieve global acclaim merely due to intense advertising efforts.

They gained global recognition because of their precise construction, exceptional sturdiness, and rigorous quality assurance.

Customers believe in German engineering not due to marketing catchphrases but because these products have consistently demonstrated their value over the years.

That is the standard Zimbabwe should be aiming for—one where local products are chosen not out of obligation but because they are genuinely the best option available.

In essence, Zimbabwe’s manufacturing industry needs to transition fundamentally from solely boosting output to guaranteeing that production adheres to global excellence benchmarks.

When locally produced items equal or exceed imported products in terms of dependability, longevity, and functionality, Zimbabwean consumers will likely favor these goods without requiring extensive promotional activities.

The objective shouldn’t be to coerce customers into purchasing locally produced items but rather to develop products that they truly favor.

Quality ought not to be considered as an afterthought; instead, it should serve as the bedrock for the complete industrialization strategy.

Until this problem is resolved, Zimbabweans will keep depending on imports, not due to disloyalty but because of necessity.

If the government and business leaders genuinely wish to decrease reliance on imports and boost local economies, they should begin with what counts most: making sure that Zimbabwean goods are not just prevalent but also superior options in the marketplace.

Any approach weaker than this will make all marketing initiatives futile and keep the nation caught in the same pattern of depending on imports that it aims to break free from.

• 
  Tendai Ruben Mbofana is a proponent of social equity and an author. Don’t hesitate to WhatsApp or call: +263715667700 | +263782283975, or send an email:
  
  
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