When your face determines the price of a product

Your Money, Your Call

Cresencia Marjorie Chiremba

IN Zimbabwe’s informal markets, the price of a product often has less to do with its actual value and more to do with the face of the person asking.

Whether you are buying a pair of jeans from a second-hand (mabhero) stall, getting your hair braided or catching a commuter omnibus (kombi) to town, the cost can shift dramatically depending on how you look, speak or carry yourself.

This quiet form of pricing discrimination — where the customer is judged beforehand — is so common it is almost invisible, yet its impact is anything but small.

The recent controversy surrounding Thailand’s street food legend Jay Fai — who was fined for failing to display prices and allegedly overcharging a tourist — sparked global debate.

But for Zimbabweans, this is not news. It is daily life. In markets across Harare, Bulawayo and Mutare, pricing is fluid, informal and often unfair.

Mabhero vendors, for instance, rarely display prices. Instead, they scan your outfit, your accent and your confidence.

A local woman might be quoted US$2 for a blouse while a foreigner or someone speaking English can be charged as much as US$5 or more.

This is not just negotiation culture — it is profiling. And it disadvantages the very people who need protection most: the youth, women, low-income earners and those unfamiliar with the “rules of the game”.

It is a system where the price is not fixed, but flexed — based on assumptions, not fairness.

Zimbabwe’s Consumer Protection Act (Chapter 14:44) is clear.

Section 26 requires that prices be displayed clearly and truthfully.

Section 35 prohibits misleading conduct and unfair treatment.

In theory, every seller — formal or informal — is bound by these laws. In practice, enforcement is weak and awareness even weaker.

Many consumers do not know they have the right to see the price of a product that will be on display. Others feel too intimidated to ask. And so the cycle continues. Sellers quote what they think you will pay and buyers accept it — often with quiet resentment.

But pricing discrimination is not limited to mabhero stalls. It is everywhere.

Hair salons charge different rates depending on whether you are a regular or a walk-in customer. Private clinics adjust consultation fees based on your appearance or the car you drive.

Street vendors quote higher prices to those who seem unfamiliar with the area. Kombi conductors charge more to passengers who speak English or seem unsure of the route.

Even in semi-formal spaces like tuck shops and mobile tech repair booths, pricing is often improvised. A customer with a high-end phone might be charged double for a screen replacement — simply because the item looks expensive.

This “priced by face” culture erodes trust. It discourages repeat business. And it creates a two-tier marketplace where confidence and familiarity are rewarded, while vulnerability is penalised. For a country striving to build a service culture rooted in dignity and fairness, this is a major stumbling block.

The solution is not just legal — it is cultural. Vendors, traders and service providers must see pricing transparency not as a threat, but as a tool for growth. Displaying prices, offering receipts and treating every customer with consistency builds loyalty.

It turns one-time buyers into regulars. It transforms suspicion into trust.

Consumer advocacy groups, local councils and market associations have a role to play. They can educate traders, promote fair pricing practices and help enforce the law.

But change also begins with the consumer. Asking for a price tag, questioning inconsistencies and reporting abuse are acts of empowerment.

In Zimbabwe, every dollar counts.

And every price tag is a promise. When that promise is broken — when price depends on your face, not your purchase — we all lose. It is time to shift the culture, because dignity, like price, should never be negotiable.

Cresencia Marjorie Chiremba is a marketing and customer service consultant, customer experience columnist, and sales and service trainer. Contact details: [email protected] or +263712979461, 0719978335, 0772978335, www.customersuccess.co.zw