Original Research

Measuring consumer awareness in the Eastern Cape

G. G. Rousseau, D. J. L. Venter
SA Journal of Industrial Psychology | Vol 24, No 1 | a642 | DOI: https://doi.org/10.4102/sajip.v24i1.642 | © 1998 G. G. Rousseau, D. J. L. Venter | This work is licensed under CC Attribution 4.0
Submitted: 24 June 1998 | Published: 24 June 1998

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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Abstract

The main objective of this study was to measure and compare different levels of consumer awareness amongst a multi-cultural sample of urban and rural consumers in the Eastern Cape. The study is based on past research in the field and used an extended version of a questionnaire developed for urban samples. A non-probability convenience sample (N = 326) was drawn from English, Afrikaans and Xhosa speaking consumers. Field work was carried out by the University of Port Elizabeth and the Consumer Protection Committee of the Eastern Cape. Different levels of consumer awareness emerged from the sample. These differences can be attributed to socio-demographical variables such as language, household size and income. Results further suggest a low level of personal consumer knowledge amongst the sample. This implies an urgent need for more consumer information and education of consumers in the province regarding consumer rights and problem solving skills.

Opsomming
Die hoof doelstelling van hierdie studie is die meting en vergelyking van verskillende vlakke van verbruikersbewustheid onder 'n multi-kulturele steekproef van stedelike en plattelandse verbruikers in die Oos-Kaap. Die studie is gegrond op vorige navorsing in die veld en maak gebruik van 'n uitgebreide weergawe van 'n vraelys ontwikkel vir stedelike steekproewe. 'n Nie-ewekansige gerieflikheidsteekproef (N = 326) is getrek uit Engels/ Afrikaans en Xhosa-sprekende verbruikers. Veldwerk is uitgevoer deur die Universiteit van Port Elizabeth en die Verbruikersbeskermingskomitee vir die Oos-Kaap. Verskillende vlakke van verbruikersbewustheid het na vore getree uit die steekproef. Hierdie verskille kan toegeskryf word aan sosio-demografiese veranderlikes soos taal, huishoudelike grootte en inkome. Bevindinge suggereer verder 'n lae vlak van persoonlike verbruikerskennis onder die steekproef. Dit impliseer 'n ernstige behoefte aan meer verbruikers inligting en opvoeding aan verbruikers in die provinsie ten opsigte van verbruikersregte en probleem opiossings vaardighede.


Keywords

Consumer awareness

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