An analysis of the effect of the Botswana Bureau of Standards Certification on buyer decision on pre–cast concrete products in Gaborone, Botswana

Abstract

For a pre-cast concrete manufacturing company to obtain a Botswana Bureau of Standards (BOBS) certification time, money and effort have to be spent and yet it is not known whether the consumers will use the BOBS certification as a buying decision factor. The Botswana Bureau of Standards certified pre-cast concrete manufacturing companies have to comply with rigorous inspections to ensure that standards are maintained. Competition in the concrete manufacturing industry is contested by certified companies and uncertified companies and yet the market is shared amongst these players. This dissertation will endeavour to analysis the effects of Botswana Bureau of Standards certification on buyer decision on pre-cast concrete products in Gaborone Botswana. Therefore, the research findings will establish whether BOBS certification can be used as marketing tool. A sample of forty was drawn from the population in Gaborone to represent the whole of Botswana. Date was collected using both semi-structured and structured questionnaires. Responses were sorted according to similarities and then interpreted. Results in this research indicated that BOB certification influences concrete consumers' decisions. It was also indicated that BOB certification is actually a marketing tool that sways positively concrete products buyers' decisions. Therefore, it was recommended that concrete manufacturers should exploit this marketing tool to gain a larger market share. Those concrete products manufacturers whose products are not certified should consider this marketing tool in their marketing strategy in order to remain competitive. BOBS must also launch a massive public awareness to popularise the use of the certification by the manufacturers. Lastly, It is recommended that the Botswana Government must continue supporting BOBS to improve quality standards in the country.