FOREIGN STUDY #1

TITLE:
“Consumer Rights Awareness and its Effect on Consumerism in
Kenya: A Survey of Household Consumers in Nakuru County”
Peter Mwaura Njuguna* Laikipia University, School of
Business, P.O. Box 1100-20300, Nyahururu, Kenya
[email protected]
Dr. Margaret Oloko, Ph.D Jomo Kenyatta University of
Agriculture and Technology, School of Human Resource
Development P.O. Box 62000- 00200, Nairobi, Kenya olokoma@
jkuat.ac.ke
Dr. Luke Oyugi, Ph.D Jomo Kenyatta University of Agriculture
and Technology, School of Human Resource Development P.O.
Box 62000- 00200, Nairobi, Kenya [email protected]
___________________________________________________________
Abstract
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. Multistage
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.
Objectives of the study
The following objectives guided the study:
(i) To determine the effect of consumer rights awareness
on consumerism
FOREIGN STUDY #2
TITLE:
“Awareness and Socialisation of Consumer Rights among UKM
Students”
Doris Padmini Selvaratnam
Tan Kok Jing
Norlaila Abu Bakar
Wook Endut
Rika Fatimah

Faculty of Economics and Management

Universiti Kebangsaan Malaysia
___________________________________________________________
Abstract
Youth is often the target of marketers. This is due to the
fact that youth constitute a huge volume in society and
their buying behaviour is easily influenced through media
and peers. Many companies target to satisfy the youth
consumers’ needs and wants. As young consumers, youths are
not always having the right tools to assess their wants and
adjust to their buying capacity. When students in the
university are already having low amount of pocket money,
it is a challenge to spend the money wisely. Previous
studies have shown that university students are attracted
to having credit cards and tend to overspend to the extent
of being declared bankrupt even before starting a career
and paid job. In an attempt to avoid the fallacy of
shopping sprees and being indebted, it is important that
the young consumers have adequate knowledge on their
consumer rights. This paper is based on research conducted
in 2011, funded by the Ministry of Domestic Trade,
Cooperatives and Consumerism. The sample comprises of 1008
students randomly selected at campus amenities’ areas and
also the halls of residence, answering self administered
close-ended questionnaire. Likert scale data was analysed
using the SPSS 20 program to acquire mean scores and chi-
square values. Respondents’ perception ranking of acquiring
consumer rights was high for basic needs, while consumer
values was moderate and the consumer socialisation was
overall rated good.
The objective of this paper is to investigate the level of
awareness and socialisation of consumer rights among
Universiti Kebangsaan Malaysia (UKM) students. The next
section will look at the problem of study, followed by
literature review.
FOREIGN STUDY #3
TITLE:
“A Study on Consumer Protection Awareness among Rural
Consumers in Cuddalore District”
*B. Krishnakumar ** S. Sakthiventhan
* Research Scholar, Department of Business Administration,
Annamalai university
** Assistant Professor, Department of Business
Administration, Annamalai University
___________________________________________________________
Abstract
The purpose of this study is to examine the consumer
protection awareness in rural consumer and lone of consumer
protection awareness in rural area, in Cuddalore district.
To examine the validity of this general statement that is
being discussed day to day activities, of consumer
protection awareness.

Objectives of the study

1. To know the consumer protection awareness level among
the rural consumers.
2. To study the awareness level of consumer protection
technology among the rural consumers.
3. To identify the sources of information for creating
consumer protection awareness.
4. To understand the socio-economic factors on consumer
protection awareness.
LOCAL STUDY #1
TITLE:
“AWARENESS OF GRADE 12 ABM STUDENTS IN THE
UNIVERSITY OF THE EAST – CALOOCAN IN THE
SECOND SEMESTER OF SY 2017-2018
REGARDING ON THEIR BASIC
RIGHTS AS A CONSUMER”
Submitted by:  ABM 12-4
De Guzman,
Cerie Mae F. Pimentel,
John Kenneth C. Quiton,
Erica Ann M. Santiago,
Clarise Semeniano,
Ivy Claire B.
Submitted to:
Mr. Norman M. Santos
Subject Adviser
March 2018

Abstract
Each of us is a consumer, every consumer consume different
commodities and services from our birth to death. All
business activities revolve around the consumer. In the
words of Mahatma Gandhi (1890) ―A customer is the most
important visitor on our premises, he is not dependent on
us. We dependent on him, he makes favor to us, not we favor
on him‖. Today‘s consumer is said to be the king of the
market. The form of exploitation may be looks-alike, less
weight, inferior quality of goods and services and
exorbitant prices. So, there is need of creating awareness
in our country. Higher consumer awareness, lower the
exploitation and vice versa. Consumer awareness may be
defined as clearly, understanding the need and priority of
purchasing, conditions and warranties of purchase agreement
and rights and duties of consumer. This study aims to know
how well aware the students regarding on their basic
consumer rights. From this, it will serve as a basis in
determining and assessing their knowledge about said rights.
Thus, this study is indeed important to conduct to help
lessen the most common debatable issue in different
universities or schools.
STATEMENT OF THE PROBLEM
General Problem:
This study aims to know the awareness of the Grade 12 ABM
students in the University of the East – Caloocan regarding
on their basic consumer rights.
Specific Problem:
Specifically, this study aims to answer the following:
1. What is the Demographic Profile of the respondents?
2. Are the respondents aware of their basic rights as a
consumer?
3. How did the respondents became aware of their basic
consumer rights?
4. Which of the basic consumer rights are the respondents
aware of?
___________________________________________________________
LOCAL STUDY #2
TITLE:
“CONSUMERS’ AWARENESS ON THEIR EIGHT BASIC RIGHTS: A
COMPARATIVE STUDY OF FILIPINOS IN THE PHILIPPINES AND GUAM”
Venus C. Ibarra, Ateneo de Manila University
Charito D. Revilla, San Pablo College

ABSTRACT
This study considers Filipino consumers living in two
different places and the degree to which they are aware of
the eight basic consumer rights and whether there are
significant differences in their level of awareness. The
eight consumer rights are: Right to basic needs, Right to
safety, Right to information, Right to choose, Right to
representation, Right to redress, Right to consumer
education, and Right to healthy environment. Findings show
moderate overall degree of awareness of both Filipinos
living in their own country and those living in Guam. No
significant difference was observed as to their overall
awareness on the eight basic rights. However, significant
differences were manifested in three rights: basic needs,
information and choice. Filipinos living in Guam have low
awareness on their right to choose and right to information
while Filipinos in the country showed moderate awareness on
all other rights except for right to safety.

DATA AND METHODOLOGY

The questionnaire was adopted from the survey instrument
used by Ibarra (1987, 1998), modified by Revilla (2012) and
further modified by these researchers for consumers in Guam.
The questions were structured using 4 point Likert type
scales. The researchers involved enumerators to conduct the
survey during the months of October and November 2011.
Respondents were all 18 years old and above. The sample size
was determined using Slovin's formula (Guilford and
Fruchter, 1973). Guam has a population of 159,358. Chamorro
is the largest social-cultural group in Guam about 37.1% of
the population followed by Filipinos representing 26.3%.
Approximately 64.6% are 18 years old and above. Using
Slovin's formula at 10% margin of error, Guam sample size is
100. Guam respondents were purposely selected based on their
being a Filipino by birth or by blood. Two hundred (200)
questionnaires were distributed to household consumers with
143 questionnaires returned that were properly answered and
considered. In the Philippines, the survey was conducted in
San Pablo City, one of the country’s oldest cities in the
Province of Laguna with a population of 237,259 (2007
Philippine Census Information). The total number of
population is comparable to the population of Guam. The
participants of the study composed of consumers from four
selected supermarkets in San Pablo City. The researchers
utilized purposive sampling in the selection of supermarket
with over 2,300 customer-volumes per day. Participants were
selected based on their willingness to answer the survey.
The sample size of 440 was determined using the Slovin's
formula at 10% margin of error. Number of questionnaires
used was limited to 500. Responses were tabulated and
weighted. The computed weighted means determined the level
of agreement and awareness. Two-population hypothesis t-
test, assuming unequal variances exist, was used considering
the eight rights as the variables. The computed P value
determined the level of significance.
 “AWARENESS OF GRADE 11 ABM STUDENTS IN THE
PAMBUJAN NATIONAL HIGH SCHOOL
REGARDING ON THEIR BASIC
RIGHTS AS A CONSUMER”

Leader:
Morales, Deborah Melicah T.
Assistant Leader:
Ty, Rey Joshua L.
Members:
Cisneros, Margie S.
Dela Cruz, Joana R.
Montejo, Mysan B.
Muncada, Jell
Wetingco, Lara Mae C.
Pinca, Jhon Deo G.

Objectives of the study:

Specifically, this study aims to answer the following:
1. What is the Demographic Profile of the respondents?
2. Are the respondents aware of their basic rights as a
consumer?
3. How did the respondents became aware of their basic
consumer rights?
4. Which of the basic consumer rights are the respondents
aware of?