Produce Buy Domestic Campaign
The BiH public generally has a very good perception of domestic products, which is exemplified in the results of a survey that USAID Cluster Competitiveness Activity (CCA) conducted to measure the effects of the nationwide Produce Buy Domestic Campaign. The survey indicated the “image” of BiH is not the major impediment to increased domestic consumption and also revealed that BiH consumers consider country of origin to be a major factor in their purchasing decision.
Consumption of imported goods is high throughout BiH, therefore the survey concluded that BiH consumers may not be fully aware of the origin of the products they purchase. It appears that a demand for BiH goods exists, and that perhaps the domestic supply is not meeting the demand or some aspect of marketing (price, promotion, place, and product) is lacking.
Therefore, CCA with its BiH counterparts considered one way to improve this situation; For BiH to utilize and publicize a country trademark or geographic indicator, which could be the Buy Domestic logo.
Working to improve the brand image of BiH, CCA provided professional expertise and financial support to a national Campaign, Produce Buy Domestic, designed by four BiH Chambers. The Foreign Trade Chamber, Federation and Republic of Srpska Chambers, and Brcko District Chamber, assisted by CCA, prepared and implemented the Campaign which aired from March to May 2005, throughout BiH.
The Campaign goals included supporting economic growth and educating the public about the quality of BiH products and the benefits of domestic consumption, rather than promoting specific products or companies in a certain geographic region, as is the case with other “buy domestic” or “buy Bosnia” campaigns.
To read the full Report “Produce Buy Domestic”, click here to download the PDF document.
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