Rwanda - Selling Factors and TechniquesRwanda - Selling Factors
Introducing new products to the Rwandan market requires extensive market research to identify potential customers’ buying patterns and preferences. This applies particularly to unknown brand names. One way of launching a new product in Rwanda is by exhibiting at a trade show. Promotional “give-aways” are also popular. An editorial and/or advertisement in local newspapers, specialized trade publications, or on the radio will also enhance awareness of the product. Although Rwanda has four official languages, promotional material is typically printed in English.
Members of the Rwanda business community typically speak English and/or French as second and third languages, though many Rwandan customers speak only Kinyarwanda, occasionally with some knowledge of Swahili. Experienced businesspersons recommend providing promotional materials in Kinyarwanda when marketing consumer goods, especially with new or unfamiliar products. The limited purchasing power of the majority of the population may require businesses to adjust their products, packaging sizes, and pricing structure to fit local tastes and levels of disposable income. Rwanda has a small but growing number of consumers who can afford premium products, particularly high-end vehicles and consumer electronics.
Prepared by our U.S. Embassies abroad. With its network of 108 offices across the United States and in more than 75 countries, the U.S. Commercial Service of the U.S. Department of Commerce utilizes its global presence and international marketing expertise to help U.S. companies sell their products and services worldwide. Locate the U.S. Commercial Service trade specialist in the U.S. nearest you by visiting http://export.gov/usoffices.
Members of the Rwanda business community typically speak English and/or French as second and third languages, though many Rwandan customers speak only Kinyarwanda, occasionally with some knowledge of Swahili. Experienced businesspersons recommend providing promotional materials in Kinyarwanda when marketing consumer goods, especially with new or unfamiliar products. The limited purchasing power of the majority of the population may require businesses to adjust their products, packaging sizes, and pricing structure to fit local tastes and levels of disposable income. Rwanda has a small but growing number of consumers who can afford premium products, particularly high-end vehicles and consumer electronics.
Prepared by our U.S. Embassies abroad. With its network of 108 offices across the United States and in more than 75 countries, the U.S. Commercial Service of the U.S. Department of Commerce utilizes its global presence and international marketing expertise to help U.S. companies sell their products and services worldwide. Locate the U.S. Commercial Service trade specialist in the U.S. nearest you by visiting http://export.gov/usoffices.