A comparative analysis of consumer awareness in South Africa during 1992 and 1994: Implications for the reconstruction and development programme (r.d.p.)

Abstract

This article describes the measurement and comparison of different levels of consumer awareness in an empirical study carried out in South Africa during 1994. The study investigates the role of various demographic variables on the construct, compares the results with those of a previous study and analyses the implications of the findings for the Reconstruction and Development Programme (RDP), launched by the Government of National Unity. Findings confirm the reliability of the instrument to measure the five factors of consumer awareness identified in previous studies. Different levels of consumer awareness emerged from the sample. These differences can be attributed to demographic variables such as household size, income, education and area. Findings further suggest that levels of consumer awareness have changed by area since 1992. These changes imply a need for consumer education to be incorporated into the RDP, should the government wish to enhance levels of consumer awareness in the country.

Opsomming
Hierdie artikel beskryf die meting en vergelyking van verskillende vlakke van verbruikersbewustheid in 'n empiriese studie uitgevoer in Suid-Afrika gedurende 1994. Die rol van verskeie demografiese faktore op die konstruk word ondersoek, die resultate vergelyk met die van 'n vorige studie en die implikasies daarvan ontleed in terme van die Heropbou en Ontwikkelingsprogam (HOP) deur die Regering van Nasionale Eenheid ingestel. Bevindinge bevestig die betroubaarheid van die instrument om die vyf faktore van verbruikersbewustheid soos geidentifiseer in vorige studies, te meet. Verskeie vlakke van verbruikersbewustheid het na vore getree uit die steekproef. Hierdie verskille kan toegeskryf word aan demografiese faktore soos huishouding grootte, inkome, opvoedingspeil en woongebied. Bevindinge suggereer verder dat vlakke van verbruikersbewustheid verander het sedert 1992, volgens gebied. Hierdie veranderinge impliseer 'n behoefte om verbruikersopvoeding in die HOP in te sluit, sou die regering vlakke van verbruikersbewustheid in die land wil verhoog.