Staff Writer
The Consumer Council of Zimbabwe (CCZ) has called on businesses across the country to embrace responsible business practices by prioritising consumer protection, transparency, product quality and fair pricing as part of efforts to build consumer confidence and strengthen trust in the marketplace.
In a business advisory message issued as part of its 70th anniversary celebrations, the consumer protection body emphasised that protecting consumers should go beyond responding to complaints, urging businesses to adopt proactive measures that prevent disputes and promote positive relationships with customers.
The CCZ highlighted the importance of providing clear and accurate information, charging fair prices, supplying quality products, issuing proper receipts, honouring warranties and offering responsive after-sales services.
“Consumer protection is not only about responding to complaints. Businesses can prevent complaints by providing clear information, fair prices, quality products, proper receipts, warranties and responsive after-sales service,” the council said.
The organisation said responsible business conduct was essential in building consumer trust, noting that businesses that consistently meet their obligations to customers were better positioned to establish lasting relationships and maintain their reputations.
Access to clear and accurate information was identified as one of the fundamental pillars of consumer protection.
Businesses are expected to ensure that customers receive adequate information about products and services, including prices, specifications, terms and conditions, before making purchasing decisions.
The council also underscored the importance of fair pricing, encouraging businesses to adopt transparent pricing practices and ensure that consumers are not subjected to unfair charges or misleading pricing information.
On product quality, the CCZ stressed the need for businesses to supply goods that meet acceptable quality standards and fulfil the expectations created during the purchasing process.
The council further highlighted the importance of issuing proper receipts for transactions, noting that documentation helps protect both consumers and traders by providing evidence of purchases and supporting the resolution of disputes.
Receipts also enable consumers to seek assistance when dealing with defective products, incorrect charges or disagreements over transactions.
The issue of warranties was also highlighted as an important component of responsible business conduct.
Businesses are encouraged to honour warranty commitments and ensure that customers understand the terms under which products can be repaired, replaced or serviced when faults arise.
In addition, the CCZ identified responsive after-sales service as a critical element of consumer satisfaction, encouraging businesses to remain accessible to customers even after completing transactions.
This includes addressing customer concerns, providing assistance where products develop faults and ensuring that complaints are handled promptly and professionally.
The CCZ also plays a key role in resolving consumer disputes through conciliation and arbitration, which are central to its mandate. Through these mechanisms, the council facilitates the resolution of disputes between consumers and businesses, providing avenues for addressing complaints, reaching mutually acceptable settlements and ensuring fair outcomes without necessarily resorting to lengthy legal proceedings.
Its role in conciliation and arbitration is essential in promoting fair trading practices, protecting consumer interests and fostering constructive relationships between businesses and their customers.
The CCZ’s message comes at a time when consumer confidence and responsible trading practices remain important to the development of Zimbabwe’s business environment.
For consumers, access to reliable information, quality goods, fair prices and effective dispute-resolution mechanisms is essential in making informed purchasing decisions and safeguarding their interests.
For businesses, adopting these practices can help reduce customer complaints, minimise disputes, strengthen brand reputation and encourage repeat business.
The council’s emphasis on preventive consumer protection reinforces the importance of businesses taking responsibility for the quality of their products and services rather than waiting for customers to raise concerns.
As it marks 70 years of operation, the CCZ continues to emphasise the importance of consumer protection, fair trading and effective dispute resolution as essential elements of a well-functioning marketplace.
Its message is that businesses should view consumer protection not merely as a legal or regulatory obligation, but as an essential part of ethical business management and sustainable commercial success.
The council summed up its message with a call for responsible business practices, stating: “Responsible businesses build consumer trust.”
The Consumer Council of Zimbabwe can be contacted through its public relations office on pr@ccz.org.zw or its toll-free numbers 08683008623 and 0714000888.