Identifying criteria of consumer awareness: A pilot study

Abstract

This article describes the development of a theoretical model from which certain criteria of consumer awareness were identified and tested in an empirical study involving a cross-cultural sample of 436 consumers. Results revealed five criteria of consumer awareness viz bargain hunting, general consumer knowledge, product knowledge, information search and price consciousness. These criteria differed across socio-economic race groups in terms of their importance. The implications of the findings for furthering the consumer movement in South Africa and follow-up research in the field are also discussed. Opsomming Hierdie artikel beskryf die ontwikkeling van 'n teoretiese model waaruit sekere kriteria van verbmikersbewustheid geidentifiseer en getoets is in 'n empiriese studie op 'n tussen-kulturele steekproef van 436 verbruikers. Die bevindinge toon vyf kriteria van verbruikersbewustheid nl. winskopie- jagter, algemene verbruikerskennis, produkkennis, inligtinginwinning en prysbewustheid. Hierdie kriteria het verskil tussen sosio-ekonomiese rassegroepe ten opsigte van belangrikheid. Implikasies van die bevindinge vir die bevordering van die verbruikersbeweging in Suid-Afrika en voortgesette navorsing in die veld word ook bespreek.

Keywords

• Consumer awareness