Authors :
Dr. Burton Mweemba
Volume/Issue :
Volume 7 - 2022, Issue 10 - October
Google Scholar :
https://bit.ly/3IIfn9N
Scribd :
https://bit.ly/3Xb35iE
DOI :
https://doi.org/10.5281/zenodo.7329094
Abstract :
Globalization as a concept has brought many
benefits to countries as it has enhanced the linkage
between different economies. However, preferring to
ignore the detrimental consequences of globalization can
harm the nation's regional economy. Local citizens’
ability to support local products should be supported
through buy-local campaigns that help the expansion of
the economy and local manufacturing sectors. The
increased levels of unemployment in many countries
including Zambia can just be reduced by encouraging
the purchase of local FMCG’s by local customers. This,
therefore, requires understanding the factors associated
with the purchase of the local brands. In Zambia,
customers of FMCG’s prefer imported brands as
compared to local ones. The factors that affects consumer
behavior in Zambia are; quality, packaging, accessibility,
and price.
Keywords :
Awareness; Branding; Globalization; FMCG’s; Quality.
Globalization as a concept has brought many
benefits to countries as it has enhanced the linkage
between different economies. However, preferring to
ignore the detrimental consequences of globalization can
harm the nation's regional economy. Local citizens’
ability to support local products should be supported
through buy-local campaigns that help the expansion of
the economy and local manufacturing sectors. The
increased levels of unemployment in many countries
including Zambia can just be reduced by encouraging
the purchase of local FMCG’s by local customers. This,
therefore, requires understanding the factors associated
with the purchase of the local brands. In Zambia,
customers of FMCG’s prefer imported brands as
compared to local ones. The factors that affects consumer
behavior in Zambia are; quality, packaging, accessibility,
and price.
Keywords :
Awareness; Branding; Globalization; FMCG’s; Quality.
