Foreign brands. We all like wearing those designer Gucci, Louis Vuitton, and whatnot. Even if it’s not a designer product, many Ugandans will more readily buy an item from Germany or Britain than one with the “Made in Uganda” engraving, almost as if there’s an unspoken rule that foreign is better, even when it clearly isn’t in some cases. But why is that? Why do Ugandans hold foreign brands in such high regard while giving local products the cold shoulder?
It’s For the Looks and Prestige–“I Have to Look the Part!”
For many Ugandans, owning a foreign brand is not just about the quality(which is a great factor in this article), but also about the status that comes with it. I for one, would feel a little classy clad in Nike sneakers than in some unnamed brand from downtown Kampala. Wearing a Nike sneaker or carrying a Prada bag gives off a certain impression–It says, “I have taste. I have money. I have class. And I can damn well afford this.” (even if you probably sold off a kidney to afford it…) Meanwhile, local brands, no matter how good, don’t always get the same level of respect. There’s this belief that if it’s imported, it must be superior or at the very least better than the local one.
Think about it. If two people are selling shoes—one from a Ugandan brand and the other a second-hand Nike—most Ugandans would pick the Nike, even if the Ugandan shoe is brand new. It’s less about function and more about perception, foreign brands are seen as a flex, a status symbol that shows you’ve “made it,” even on the occasion where one can’t exactly afford it.
We Believe that Foreign Equals Quality
Ugandans have been burned before by poor-quality local products, and let’s be honest, some of the skepticism is justified. In some cases, our local manufacturers cut corners, leading to substandard goods that break, fade, or malfunction quickly, so much so, some manufacturers will make their knock-off products and mark them “made in China” just so they don’t get the bad name. This reinforces the belief that Ugandan products are “fake” or not built to last.
Meanwhile, foreign brands—especially those from Europe or the U.S.—are associated with durability and excellence, I remember my father, if it wasn’t from England, Germany, or showing that “made in the UK” engraving then it was fake to him. Even Chinese products, despite their varying levels of quality, are still preferred over some local alternatives because, frankly, we Ugandans tend not to trust ourselves when it comes to money and business…we are hustlers, bayilibi. When someone is spending their hard-earned money, they want to be sure they’re getting something that will last. And unfortunately, many Ugandans believe that local products don’t measure up.
Better Foreign Marketing and Branding: “Foreign Brands Just Know How to Attract Us”
Let’s be real—foreign companies have mastered the art of advertising and they pay well for it. They know how to make their products irresistible–their branding is sleek, their social media campaigns are top-tier, and they create an aura of exclusivity. Just think about it, how many Ugandan products do you see in adverts? and by this I mean top tier well funded adverts. Many Ugandan brands struggle with marketing, making them less visible and appealing to consumers.
When was the last time you saw a Ugandan brand launch an aggressive ad campaign that had everyone talking? Many local businesses rely on word-of-mouth or outdated marketing techniques, while foreign brands will use anything and everything from influencers, celebrities, and social media trends to stay ahead. The result? We flock to what they see, hear, and believe is better—foreign brands.
The Retail Influence: “Supermarkets and Global Stores Have Changed the Game”
The presence of international supermarkets like Carrefour and Shoprite also influences Uganda’s retail industry. Just remember when China Town opened up just recently with dirty-cheap products all very not Ugandan? These stores stock foreign brands in large quantities, making them more accessible than local alternatives. When Ugandans walk into these supermarkets, they’re bombarded with choices from Europe, Asia, and America, subtly reinforcing the idea that foreign is superior and better, and let us face it, anything you find in a supermarket like Shoprite or Capital Shoppers will seem like the big deal.
Meanwhile, many local brands struggle with distribution. You might have to go to a specific shop or market to find a Ugandan-made product, while imported ones are conveniently placed on supermarket shelves–and people prefer convenience.
Economic Incentives that Favour Foreign Brands
Believe it or not, foreign companies often get better deals when it comes to taxes and importation policies. Some international brands enjoy tax breaks and incentives that local businesses can’t access, meaning they can sell their products at competitive prices while local manufacturers struggle with high production costs.
On top of that, Ugandan consumers are price-sensitive, if an imported product and a local product cost the same, many will choose the foreign option because of the perceived quality. And in cases where foreign products are cheaper due to economies of scale, local businesses lose out even more.
Trust Issues, We Believe in Foreign Products More Than Our Own
Another big reason we Ugandans prefer foreign brands is simply trust. People believe that foreign manufacturers are held to higher standards and are less likely to cut corners, considering the different country checks for standards they go through before importation.. There’s also a perception that local businesses aren’t transparent enough—whether in ingredient sourcing, manufacturing processes, or customer service, which in most cases isn’t quite right.
And this trust issue isn’t just about product quality, it extends to things like warranties and return policies. If a Ugandan product has a defect, getting a refund or exchange might be a nightmare. But, if it’s an international brand, even if the process is long, people feel reassured knowing they have options, that warranty and guarantee are there for a reason and it is more observed by these foreign brands than our native ones.
Can the Local Brands Measure up to Foreign Ones?
Well, this is a rather deep one to answer.
- Local businesses need to step up their game by improving quality, branding, and marketing strategies.
- Consumers should give Ugandan products a chance. Before assuming foreign is better, why not try to compare?
- The government can create policies that support local businesses, from tax incentives to quality control regulations that build consumer trust.
- Influencers and celebrities can play a role in changing perceptions by proudly endorsing Ugandan brands instead of always showcasing foreign ones, but then again it is the foreign brands that pay them more so…
True, local brands and manufacturers can level up, but it’s not a one-week project. Initiatives like the Buy Uganda Build Uganda (BUBU) have been around for some time now, and still we favour foreign brands, obviously some more work is required. That said, our local products ain’t all that bad…we are still industrializing after all, perhaps at a later future, we will favour our own brands over the foreign ones.
Uganda’s Supermarket Economy: How Global Brands are Influencing Consumer Behaviors
