The Impact of the “Buy Zimbabwe” Campaign on Performance of Zimbabwean Companies in the Retail Sector

  • Ndlovu N. Lupane State University (LSU), Bulawayo
  • Mafumbate J. Lupane State University (LSU), Bulawayo
  • Mafuka A. Lupane State University (LSU), Bulawayo
  • Brena M Lupane State University (LSU), Bulawayo


Abstract: The majority of the Zimbabwean retail companies were in the collapsing mode over the past ten years. This miserable predicament necessitated the government to craft locally-driven remedies, and one of them was the “Buy Zimbabwe” campaign. This prompted the researcher to assess the impact of the “Buy Zimbabwe” campaign on the performance of the Zimbabwean firms. The study objectives were to establish the impact of “buy Zimbabwe” campaign on demand for local products and factors affecting demand for local products. Furthermore to establish if a company participating in the “buy Zimbabwe” campaign performs better than non-participating firms, earnings per Share was used in the inter-firm performance comparison. The descriptive research design was employed, although the research was both quantitative and qualitative in nature. The classical linear multiple regression analysis was used to establish and explain the relationship between company performances. The results indicated a positive linear relationship between “buy Zimbabwe” campaign and company performance in case of those that adopted Buy Zimbabwe, whereas in case of those that did not adopt Buy Zimbabwe there was a negative linear relationship. The results also discloses that quality and affordability of the product are the most influential factors affect demand for local products and buy Zimbabwe campaign was regarded as the least factor to be considered by consumers. Results from this study point towards the need to put in place supportive policies for the “buy Zimbabwe” campaign to be effective.

Keywords: Buy Zimbabwe, retail sector, local products, competitiveness, customer loyalty


Download data is not yet available.


Allak, J. C. & Svadasan, J. (2009). Exportng Behavor under Quality Constraints: manuscript.
Almossawi, M. (2001). Bank selection criteria employed by college students in Bahrain: an empirical analysis. International Journal of Bank Marketing, 19, 115-125.
Beamer, L. & Varner, I. I. (2005). Intercultural communication in the global workplace, Boston, Mass, McGraw-Hill.
Basavaiah, S. & Velayudhan, S. (2009). A Strategy Insight into Retail Loyalty. Available at: (accessed on 12 August 2015).
Bonett, D. G. & Wright, T. A. (2011). Sample size requirements for multiple regression interval estimation. Journal of Organizational Behavior, 32, 822-830.
Davila, A. (2003). Short-term economic incentives in new product development. Research Policy, 32, 1397–1420.
Ennew, C. T. & Binks, M. R. (1999). The Impact of Participative Service Relationships on Quality, Satisfaction and Retention: An Exploratory Study. Journal of Business Research, 46, 121-132.
Gujarati, D. N. (2004). Basic Econometrics, (4th e.d), McGraw Hill.
Graham, D. & Cameron, I. (2000) Effect of a Buy-National Campaign on Member Firm Performance. Journal of Business Research, 47, 135-145.
Gupta, S. & Shabbir, J. (2008). On Improvement in Estimating the Population Mean in Simple Random Sampling. J. Appl. Stat., 35, 559-566.
Greene, W. H. (2008). Econometric Analysis, (6th e.d), Prentice Hall: Pearson, Available at:
Haniffa, R. & Cooke, T. E. (2005). The Impact of Culture and Governance on Corporate Social Reporting. Journal of Accounting and Public Policy, 24(5), 391-430.
Jaffe, E. D. & Martinez, C. R. (1995). Mexican Consumer Attitudes towards Domestic and Foreign Made Products. Journal of International Consumer Marketing, 7(3), 7-27.
Johnson, R. B. & Onwuegbuzie, A. J. (2004). Mixed Methods Research: A Research Paradigm whose Time Has Come. Educational Researcher, 33(7), 14-26.
Kent, L., Granzin, J. & Painter, J. (2001). Motivational Influences on Buy Domestic Purchasing: Marketing Management Implications from a Study of Two Nations.
Kotler, P. (2002). Principles of Marketing, 12th edition. New Jersey: Prentice Hall.
Narver, J. C. (1971). Rational management responses to external effects. Academy of Management Journal, 14, 99-115.
Neumark, D. & Wascher, W. (2007). Minimum Wages and Employment. Foundations and Trends in Microeconomics, 3(1–2), 1–182.
Neven, D. J., Norman, G. & Thisse, J. F. (1991). Attitudes towards Foreign Products and International Price Competition. Canadian Journal of Economics, 24, 1-11.
Otto, D. & Varner, T. (2005). Consumers, vendors, and the Economic Importance of Iowa Farmers Markets: An Economic Impact Survey Analy-78 November 2009. Journal of Food Distribution Research, 40(3) sis. Iowa State University, Leopold Center for Sustainable Agriculture, March 2005. les/markets_rfswg.pdf.
Mandizha, T. (2015). Support Local Products Buy Zimbabwe, Newsday, 31 August 2015, Availableat:
Malik, M. F. (2011). Gauging the Value Relevance among the Major Fundamentals: A Study of Food Sector of Pakistan. International Research Journal of Finance and Economics, 72, 136-142.
McBreaty, R. (2011).The Future of Retail Customer Loyalty, Cisco: San Jose
Posnikoff, J. F. (1997). Disinvestment from South Africa: They did well by doing good. Contemporary Economic Policy, 15(1), 76–86.
Roscore, J. T. (1975). Fundamental Research Statistics for the Behavioural Sciences, 2nd edition. New York: Holt Rinehart and Winston.
Richard, L. & Media, D. (2014). The relationship between Income and Expenditure, Available at, (accessed on 08 July 2015.
Sheth, J. N. & Sisodia, R. S. (2002). Marketing Productivity Issues and Analysis. Journal of Business Research, 55, 349-362, Available at:
Solomon, M., Bamossy, G. & Askegaard, S. (2002). Consumer Behaviour: A European Perspective, 2nd ed., Pearson, London. [Google Scholar].
Taylor, J. B. (2007). Housing and Monetary Policy, (NBER) National Bureau of Economic Research, Working Paper 13682, Available at:
Wang, C. K. & Lamb, C. W. (1983). The impact of selected environmental forces upon consumers’ willingness to buy foreign products. Journal of the Academy of Marketing Science, 11(1/2), 71-94.
Wilmshurst, T. D. & Frost, G. R. (2000). Corporate environmental reporting. A test of Legitimacy Theory. Accounting, Auditing & Accountability Journal, 13(1), 10–26.
Wright, P. & Ferris, S. P. (1997). Agency conflict and corporate strategy: The effect of divestment on corporate value. Strategic Management Journal, 18(1), 77–83.
How to Cite
N., Ndlovu et al. The Impact of the “Buy Zimbabwe” Campaign on Performance of Zimbabwean Companies in the Retail Sector. Journal of Economics and Behavioral Studies, [S.l.], v. 8, n. 6, p. 227-236, jan. 2017. ISSN 2220-6140. Available at: <>. Date accessed: 23 feb. 2017.
Research Paper