Consumer Value Awards Convener speaks on empowering consumers ahead of 2nd edition
By Seun Johnson
In an exclusive interview with Marketing Edge, Akonte Ekine, the Lead Strategist at Absolute PR Limited, reflected on the success of the inaugural edition of the Consumer Value Awards and discussed the upcoming second edition. He emphasized the impact of consumers’ voting patterns on brand owners, highlighting the importance of recognizing exceptional performance.
Sharing some of his personal experiences as a consumer, Ekine recounted how they motivated him to establish the awards.
He stressed the significance of providing a platform for the public to express their satisfaction or dissatisfaction with various services through online voting.
“I was deprived by an airline from boarding when I was supposed to have boarded right on the tarmac, and I tried to complain, but nobody was listening to me. I bought a car, and within two weeks, it developed problems, but nobody supported or responded to my complaint. I had this external prepaid meter, and I was paying bills of over a hundred thousand naira every month. When I went to the National Electricity Regulator to complain, I was driven out,” Ekine shared.
These experiences, according to the CVA Convener, led him to recognize the need for conversations about consumer issues and inspired the concept of voting for exceptional brands, noting that recognizing and rewarding outstanding brands can motivate others to improve their offerings.
Regarding the voting procedures, Ekine explained the creation of a dedicated website where individuals listed their preferred brands. Based on nominations, a selection of three hundred brands was made available for online voting.
As the second round of voting begins, driven by the organizers’ commitment to consumer rights and knowledge, the Consumer Value Awards have firmly established themselves and are achieving their purpose. Ekine revealed growing consumer interest and support from government agencies.
He emphasized the importance of validating product and service claims, underscoring the value of a reference platform where consumers can learn from each other’s experiences. Consumer votes serve as endorsements, influencing purchasing decisions of fellow consumers.
Ekine concluded by stating, “The market is clustered, so the decision of one consumer is a pointer to another consumer on what to do.”
The second edition of the Consumer Value Awards is scheduled for September, aiming to promote and recognize the remarkable contributions of Nigerian entrepreneurs to the sustainable development of the economy. It encourages local practitioners to foster innovation and creativity, driving economic growth at both local and international levels.
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