Original Research

Measuring consumer awareness in a developing country

G. G. Rousseau, D. J. L. Venter
SA Journal of Industrial Psychology | Vol 19, No 3 | a560 | DOI: https://doi.org/10.4102/sajip.v19i3.560 | © 1993 G. G. Rousseau, D. J. L. Venter | This work is licensed under CC Attribution 4.0
Submitted: 20 June 1993 | Published: 20 June 1993

About the author(s)

G. G. Rousseau, University of Port Elizabeth, South Africa
D. J. L. Venter, University of Port Elizabeth, South Africa

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This article describes the measurement and comparison of different levels of consumer awareness observed in an empirical investigation in Bophuthatswana. The findings confirm the existence of five factors of consumer awareness viz. bargain hunting, general consumer knowledge, product knowledge, information search and price consciousness. Different levels of consumer awareness emerged from the sample. These differences can be attributed to demographic variables of which education and location seem to be the most important.

Hierdie artikel beskryf die meting en vergelyking van verskillende vlakke van verbruikersbewustheid soos waar-geneem in 'n empiriese ondersoek in Bophuthatswana. Die bevindinge bevestig die bestaan van vyf faktore van verbruikersbewustheid nl. winskopie-jagter, algemene verbruikerskennis, produkkennis, inligtinginwinning en prysbewustheid. Verskillende vlakke van verbruikersbewustheid kom na vore uit die steekproef. Hierdie verskille kan toegeskryf word aan demografiese veranderlikes waarvan opvoeding en gebied skyn die mees belangrike te wees.


Consumer awareness


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