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Zimbabweans love Mazda, OK and TelOne - survey

by Staff reporter
10 Sep 2015 at 07:33hrs | Views
Zimbabweans show that when it comes to price-quality ratio, companies and brands ranging from Mazda, OK and TelOne to Nestlé, Delta and CABS have come out on top in their respective categories in the ICERTIAS Best Buy Award survey.

Surveyed for the ICERTIAS Best Buy Award, respondents were asked, on the basis of their personal experience of specified products or service categories in the Zimbabwean market, what they felt best represented value for their money, that is, the best price-quality ratio.

Approximately 50 different non-economic and economic categories in sectors such as retail, food, footwear, clothing, cosmetics, home appliances, telecommunications and finances were addressed in the survey.
Presented with open-ended questions, respondents had free choosing of products and service providers when answering their preferences.
The ICERTIAS Best Buy Award survey shows that both domestic and international brands fared well. When asked which flour producer offers, in their personal experience, the best price-quality ratio in Zimbabwe, the majority of Zimbabweans answered "Gloria". In the supermarket chain category, OK was voted best in category, while Delta assumed the number one position in the beer category.

Softex (toilet paper), Mazda (family cars), Colgate (toothpaste), Tanganda (tea producer), TelOne (broadband Internet provider), CABS (banking financial institution), Olivine (edible oil), Dairibord (ice cream), Econet (mobile network), TV Sales (furniture retailer), Joina City (shopping mall), Afdis (wine producer), David Whitehead (textile producer), National Foods (maize meal), Astra Paints (interior wall paint producer) and Samsung (laptop) all came first place in their categories in the ICERTIAS Best Buy Award survey.

These findings come from the first Best Buy Award research survey conducted in Zimbabwe in July 2015 by the Swiss organization ICERTIAS. ICERTIAS measures the experience and level of satisfaction expressed by surveyed participants with the price-quality ratio of marketed products and services.
It should be noted that the ICERTIAS Best Buy Award survey does not measure brand equity or market share. This research provides insight into the customer's personal experiences, opinions, satisfaction and perceptions, which are used exclusively to gauge the price-quality ratio of goods and services in the market.
Methodology and Sampling
The 2015/2016 ICERTIAS Best Buy Award research survey on Zimbabwe was conducted by the Swiss organization ICERTIAS - International Certification Association GmbH. The survey was conducted in July 2015 using a web questionnaire on a sample of 1,200 Zimbabwean Internet users aged 15 and over, following the Computer Assisted Web Interviewing - Deep Mind Awareness (CAWI - DEEPMA) method.

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