Abstract:
The main purpose of the study was to investigate the strategies for enhancing consumer information utilization by households in urban areas of Abia State. Specifically, the study: identified the pieces of information available on selected consumer goods in Abia State; determined the pieces of information which the households are presently aware of; determined the pieces of consumer information which the households presently utilized; determined other pieces of consumer information which they will need to utilize; identified sources of consumer information for urban household; identified other pieces of consumer information by urban households in Abia State; determined the factors that hinder utilization of consumer information by urban households and identified ways of facilitating consumer information utilization by urban households in Abia State. Seven research questions were answered and three null hypotheses were tested at 0.05 level of significance. Area of the study was Abia State. The study adopted a survey research design. The population was made up of female homemakers in the area of the study. A sample of 453 homemakers was drawn for the study. The instrument for data collection was questionnaire. Data were analyzed using mean, standard deviation and t-test. The major findings include 49 pieces of consumer information which were available. These include among others, manufacturer’s name, manufacturer’s address, manufacturer’s trade mark, type of goods produced, etc. 10 pieces of consumer information which the households in Abia State were aware of, include percentage of different information, preparation of food, net weight of goods etc. 11 pieces of consumer information which were utilized by urban households also include; colour of materials, texture of fabrics, etc.; 10 pieces of consumer information which households need to utilize include; direction for use, safety precaution, etc. 30 sources of consumer information for urban households also include radio, newspapers, television, magazines, etc., 30 factors hindering the utilization of consumer information also include poor communication, public complain board, negligence of duty of consumer agents, etc. and 40 ways of enhancing consumer information utilization. These include creating awareness through seminar/worship, use of team teaching strategy in order to create awareness, creating enlightenment through conferences, etc. Based on the findings, the following recommendations were made: all products for consumption should be clearly labeled, family literacy programmes and services should be organized for urban households on consumer information utilization. The general public should be enlightened on consumer information utilization, workshop/seminar should be organized often to create awareness on consumer information utilization.
