An assessment of the effectiveness of the consumer rights protection strategies in Zimbabwe, Masvingo: A case study of Consumer Council of Zimbabwe

ABSTRACT

The major objective of this research was to assess the effectiveness of consumer rights protection

strategies used by CCZ in Zimbabwe. The other objectives were to identify consumer rights

awarded to consumers, strategies used to protect consumer rights, exploring the challenges

faced by CCZ in protecting consumer rights and proffer recommendations to enhance consumer

protection in Zimbabwe. The literature reviewed showed that there is much information about

reasons leading to establishment of consumer rights and consumer rights protection strategies.

This information then lays foundation as the researcher seek to assess how effective then are the

strategies used to protect consumer rights. Qualitative and quantitative research designs were

employed. On presenting data, graphs, tables and pie charts were used. The findings depicted

that consumers have eight rights and consumer education, complaints handling and lobbying

and advocacy are strategies used by CCZ to protect these consumer rights. The strategies used

by CCZ were labelled ineffective highlighting issues like failure to lobby for a comprehensive

consumer act, often referring cases to Small Claims Court, issues to do with accessing consumer

education programs and consumer offices especially those in areas far from the major towns.

The challenges that undermine CCZ effectiveness and efficiency was largely attributed to

governments’ failure to adequately fund the organisation, put in a legal framework inform of

consumer act to back consumer rights although other problems were blamed on CCZ itself and

consumer themselves. In this light the solutions to enhance consumer protection were directed to

government, CCZ and consumers. The researcher concluded that CCZ consumer rights

protection strategies are ineffective and this was explained by absence of comprehensive

consumer protection act and digital consumer legislations to cope with ever-changing

technological environment despite CCZ being in existence for thirty one years, centralization of

consumer awareness programs and campaigns as well as CCZ oftenly referring cases to other

consumer protection agencies notably the Small Claims Court.