NTALE PETER DITHAN/Msc.Marketing/Makerere University Business School/Nov/2010.

Proudly Ugandan Campaign- A myth or a reality?

World over, such campaigns are made locally and internationally to reinforce the purchase decision
making of locally made products and to cast away the negative perceptions most people have about
the local products that they are of poor quality. Campaigns of similar nature in USA, Mexico, South
Africa, Australia and mostly in Asian countries have been a success. With the proudly Ugandan
campaign concluded recently, one wonders whether a campaign that has lived since 2007 has had a
desired effect to the private sector. A number of issues are highlighted in view of this campaign.

The campaign dwells much on the negative perceptions Ugandan consumers have on Ugandan
products that they are of poor quality, the campaign through its agitators (PSFU) does not address
other factors which are very critical in determining consumer purchase of products. Pricing of
Ugandan products remains high as compared with foreign goods. Most Ugandans are susceptible to
the allure of overseas products which is now being driven further by the flood of ultra-cheap Chinese
made imports. The willingness to purchase or try products is driven majorly by the cost of the
product. Whether a product is Ugandan or not is inconsequential as long as it serves the need and
can be obtained at affordable price. So, i challenge the Private Sector Foundation (PSFU) to go a step
further and pass on such strategic pricing skills in view of their production costs to its members to
enable them enable them compete favourably with the cheap foreign goods that has made it quite
impossible for Ugandans to survive in business ahead of the fierce competition.

Next, i disagree with the way, in which the campaigns are done. First, the campaign is only carried
out in City Centres where most of the city consumers are literates. They can easily distinguish the
Ugandan product from foreign products. Much as their consumption turnover is high, they are too
luxurious by all standards. For a Ugandan to buy a Freedum brand or a Phoenix Shirt, he would
rather buy foreign brands like Hugo Boss or Marks & Spencer which are considered household brand
names in the apparel Industry in search of quality and international standards. Yet, if this campaign
was done amongst the rural people I believe they would take the message much better and
implement it with much utmost will and patriotism afterall,they constitute the largest market in
Uganda.PSFU is therefore challenged to take such campaigns in rural areas through
couching,seminars,Local council meetings, local markets and other social places outside Kampala
and other City Centers.By doing this, you will create a very big knowledgeable market in rural areas
who will show you how proudly Ugandan they are by consuming Ugandan products.

Finally, consumer learning as defined by Leon G Shiffman and Leslie Kanuk is the process by which
individuals acquire the purchase and consumption knowledge and experience that they apply to
future related behaviour. Competing with foreign brands is always a challenging job because they
have huge resources to carryout consumer learning activities throughout the year which conditions
the purchase behaviour of consumers in Uganda. While the local manufacturers have got limited
resources to continuously educate and create awareness of their products, the PSFU should carry
out its exhibitions,seminars,consumer panels all the time to condition Ugandans to Ugandan
products otherwise, an annual exhibition more over in Kampala alone is not enough to change the
consumer knowledge and the perceptions of Ugandan consumers.The writer is a Student of
Msc.Marketing, Makerere University Business School and can be reached at:
peter.ntale@gmail.com.