THERE is a new economy.
It’s not necessarily new, but it has been an accelerated mode.
Rapidly growing economic challenges and the dynamic change of basic amenities in communities have forced citizens into survival-of-the-fittest mode.
Most people have turned to entrepreneurship, buying and selling or street vending.
For some, it has always been their dream; others saw opportunities, while many were thrown into it by circumstances, as they were left with no choice until they realised they could actually survive.
Urban shift
Cities across Zimbabwe are now full of vendors.
These are both legal and unlawful.
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Major buildings once known as single large shops have been partitioned into smaller compartments, forming micro retail units.
Some of these have become quasi-monopolies despite their size.
The current environment has nurtured the entrenchment of dominant players who consistently rob consumers of their right to choice and competitive services.
There are many informal traders, vendors, etc.
It’s all about securing your own share of revenue.
Trust factors
As scholars of customer experience, we would like to highlight a few parameters that have lured consumers into trusting these retail outlets and even raise awareness about them.
These include product availability and relatively low prices.
But have consumers ever wondered where these outlets get such cheap products?
Price illusion
Some argue that these retailers offer flexible or competitive pricing because they pay low rent, are not formally registered and avoid taxation.
But I assure you, their frequent price fluctuations make it hard for consumers to track fair pricing.
Is a particular product or service truly worth its price?
Brand doubts
Moreover, pricing raises questions about the product’s source and the brand label.
Is it the original brand or it’s a fake?
Some traders now use stickers of known brands to repackage and mislead.
They track fast-moving brands, then produce counterfeit
labels.
This includes even for homemade products like cosmetics and cordials.
Authenticity vs price
To consumers: do prices matter more than authenticity?
Many traders feel they have nothing to lose as long as they walk away with money in their pockets, especially mobile vendors, who have no reputation to protect.
Formal businesses, on the other hand, are aware of the legal consequences of failing to deliver standard, quality products.
Weight tricks
Some products are underweighed.
Have you ever wondered why sugar is cheaper outside well-known supermarkets like Pick n Pay, Gain Cash & Carry, and OK?
Many of these products are repacked, whereby, for example, 10 units are stretched into thirteen.
Food for thought!
Fake products
Product quality, fake branding, and poor storage threaten consumer safety and health.
Imagine buying petroleum jelly labelled as Baby Johnson.
Or a fake toothpaste sold as Sensodyne.
Stock feed passed off as chunks.
There is more to it, it is not just products, and there are some that offer fake services too.
Speak out
A reminder to customers: you have the right to be heard. Air your views.
Do not stay silent about product discoveries.
Even if the offender denies accountability, make the public aware.
You might save someone from being harmed by a fake product.
Perishables concern
There is a great concern about perishable storage.
Shelf life, contamination, foodborne diseases, and food poisoning are real threats.
What checks and measures are in place in these setups?
Some products lack expiry dates — some are erased intentionally, others faded from heat or prolonged storage, compromising freshness and nutrients.
No guarantees
Customer support is limited. The experience is poor.
No replacements or refunds if a product fails to meet standards. No warranties or guarantees.
In disputes, service providers deny accountability.
Most businesses do not issue receipts. Nothing holds them accountable.
