Consumer Awareness Index (CAI): An Innovative Tool for Measuring Consumer Awareness

Abstract

Purpose: The purpose of this paper is to introduce the Consumer Awareness Index (CAI), an Innovative tool
for measuring the level of consumer awareness.
Design/Methodology/Approach: Factors of consumer awareness are found out using exploratory research and grounded
theory and then Consumer awareness index (CAI) is developed.
Findings: Consumer driven weights have been obtained and a mathematical model has been proposed to evaluate the consumer
awareness in a given region.
Proposed Implications: CAI will be an important tool from managerial point of view as well as for policy planners as they can
design consumer awareness campaign with the help of CAI.
Originality/Value: A lot of work has been done on consumer’s behavior, grievances, and satisfaction and dissatisfaction
responses but there is not such framework to measure consumer awareness Index.