Consumer Rights Awareness and its Effect on Consumerism in Kenya: A Survey of Household Consumers in Nakuru County

Peter Mwaura Njuguna, Margaret Oloko, Luke Oyugi


Consumerism has been defined as a social movement seeking to augment the rights and powers of consumers in relation to sellers (Kotler, 2000). It has spread to developing countries including Kenya but majority of Kenyan consumers have been observed to be relatively passive in utilizing their rights and the established consumer protection mechanisms. Consumer exploitation has therefore continued unabated in the market place. The study aimed at investigating the level of consumer rights awareness and the effect of consumer rights awareness on consumerism in Kenya through a survey of household consumers in Nakuru County. The study adopted a descriptive research design involving a mixed method approach. A sample size of 400 respondents was drawn from 10 administrative sub-locations in Nakuru East and Nakuru West sub counties of Nakuru County. Multi-stage cluster sampling technique was used for selecting households. A pre-designed self-administered questionnaire was used for data collection. Analysis of data was done using descriptive and inferential statistics using Statistical Package for Social sciences (SPSS) version 19. Hypothesis test was done using p-values generated from linear regression analysis. Descriptive statistics indicated a high level of awareness of consumer rights among respondents. Correlation results indicated a positive but weak relationship between consumer rights awareness and consumerism. Regression results indicated a positive relationship between consumer rights awareness and consumerism. Hypothesis test indicated that consumer rights awareness had a significant effect on consumerism. The study concluded that most household consumers were aware of their consumer rights but majority of them were not effectively utilizing the established consumer protection mechanisms. The study recommended for a policy on consumer education and activation in Kenya. It also recommended that manufacturers should establish a division for consumer affairs to listen to consumer complaints addresses their issues.

Keywords: Consumer rights awareness, Consumer protection, Consumerism

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