Abstract
This paper describes the measurement of different levels of consumer awareness observed in an empirical investigation in Kenya. The findings confirm the existence of five factors of consumer awareness. Different levels of the construct emerged from the sample which can be attributed to bio-demographical variables ie household size, income and area.
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APA
Rousseau, G. G., & Venter, D. (2015). Measuring Consumer Awareness in Kenya. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 234–241). Springer Nature. https://doi.org/10.1007/978-3-319-17395-5_44
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