Measuring consumer awareness in a developing country
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, info...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
AOSIS
1993-06-01
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| Series: | SA Journal of Industrial Psychology |
| Subjects: | |
| Online Access: | https://sajip.co.za/index.php/sajip/article/view/560 |
| _version_ | 1818318367364218880 |
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| author | G. G. Rousseau D. J. L. Venter |
| author_facet | G. G. Rousseau D. J. L. Venter |
| author_sort | G. G. Rousseau |
| collection | DOAJ |
| description | 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.
Opsomming
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. |
| first_indexed | 2024-12-13T09:52:05Z |
| format | Article |
| id | doaj.art-9598392dfb864a05a4264521d584c52f |
| institution | Directory Open Access Journal |
| issn | 0258-5200 2071-0763 |
| language | English |
| last_indexed | 2024-12-13T09:52:05Z |
| publishDate | 1993-06-01 |
| publisher | AOSIS |
| record_format | Article |
| series | SA Journal of Industrial Psychology |
| spelling | doaj.art-9598392dfb864a05a4264521d584c52f2022-12-21T23:51:54ZengAOSISSA Journal of Industrial Psychology0258-52002071-07631993-06-0119361210.4102/sajip.v19i3.560501Measuring consumer awareness in a developing countryG. G. Rousseau0D. J. L. Venter1University of Port ElizabethUniversity of Port ElizabethThis 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. Opsomming 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.https://sajip.co.za/index.php/sajip/article/view/560Consumer awareness |
| spellingShingle | G. G. Rousseau D. J. L. Venter Measuring consumer awareness in a developing country SA Journal of Industrial Psychology Consumer awareness |
| title | Measuring consumer awareness in a developing country |
| title_full | Measuring consumer awareness in a developing country |
| title_fullStr | Measuring consumer awareness in a developing country |
| title_full_unstemmed | Measuring consumer awareness in a developing country |
| title_short | Measuring consumer awareness in a developing country |
| title_sort | measuring consumer awareness in a developing country |
| topic | Consumer awareness |
| url | https://sajip.co.za/index.php/sajip/article/view/560 |
| work_keys_str_mv | AT ggrousseau measuringconsumerawarenessinadevelopingcountry AT djlventer measuringconsumerawarenessinadevelopingcountry |