Measuring consumer awareness in Zimbabwe

Abstract

es the measurement and comparison of different levels of consumer awareness observed in an empirical investigation in Zimbabwe. 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 such as education, age, income and area. The results of the study further suggest that the item scale developed for measuring consumer awareness in South Africa is applicable in Zimbabwe. Opsomming Hierdie artikel beskryf die meting en vergelyking van verskillende vlakke van verbruikersbewustheid soos waar- geneem in 'n empiriese ondersoek in Zimbabwe. Die bevindinge bevestig die bestaan van vyf faktore van ver- bruikersbewustheid nl. winskopie-jagter, algemene verbruikerskennis, produkkennis, inligtinginwinning en prysbewustheid. Verskillende vlakke van verbruikersbewustheid tree na vore uit die steekproef. Hierdie verskille kan toegeskryf word aan demografiese veranderlikes soos opvoeding, ouderdom, inkome en gebied. Bevindinge van die studie dui verder daarop dat die itemskaal ontwikkel vir die meting van verbruikersbewustheid in Suid-Afrika toegepas kan word in Zimbabwe.