Consumer rights awareness among residents from low socio-economic areas in Durban, KwaZulu-Natal

Abstract

The research examined consumer rights awareness among residents off low socio-economic areas in Durban, KwaZulu-Natal. The budgets allocated to research on consumer protection in South Africa remain low compared to the sizes of the industries. There is a lack of technical knowledge within consumer protection authorities about the industries they oversee. Bureaucracy within these bodies often hinders the enforcement of consumer laws, and political interference can render these laws ineffective. Additionally, large businesses in South Africa frequently have the financial power to lobby against consumer protection efforts. Therefore, it is essential to understand legislative consumerism in South Africa, using Durban, KwaZulu-Natal consumers as a case study. This will help to understand the awareness of rights among consumers from lower socio-economic areas. This study aims to investigate consumer rights awareness among residents from low socio-economic areas in Durban, KwaZulu-Natal. The phenomenological research paradigm was used in this study to explore and understand the lived experiences of consumers in low socio-economic status areas regarding their awareness and exercise of consumer rights. To meet this study's objectives, a qualitative research method was employed. This was deemed necessary as it provides more detailed personal data or opinions that can be obtained by observing participants or talking to them in person. A non-probability purposive sampling strategy enabled the researcher to select 20 people from a low socio-economic area in Durban, KwaZulu-Natal, for this study's purpose. The qualitative method used in this study required thematic analysis to evaluate the data. Open-ended questions of a similar nature were grouped together to form themes that describe consumer behaviour towards consumerism and rights in South Africa. The study found that while some residents have a basic understanding of consumer rights, the majority remain unaware, highlighting the need for comprehensive education and awareness campaigns to empower consumers in asserting their rights effectively. The study highlights the need for a more comprehensive education and awareness campaign to empower consumers to assert their rights more effectively. The study further found that although there is a basic understanding of consumer rights by some residents in low socioeconomic communities however, the majority are still not aware of their rights as consumers. Consumer rights awareness in low socio-economic communities can only be increased by applying a comprehensive and multifaceted strategy. By implementing strategies that include education, technology integration, community involvement, and collaboration among stakeholders. This will enable consumers to assert their rights effectively and contribute to the socio-economic development of their communities.