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

Authors

Keywords:

Consumer Awareness | Consumer Knowledge | Grounded Theory | Awareness Index

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.

Author Biographies

  • Rojalin Pradhan, Indian Institute of Technology Delhi

    Research Scholar, Bharti School of Telecommunication Technology and Management

  • Shreyans Singh, Indian Institute of Technology Delhi

    Researcher, Department of Management Studies

  • Arbuda Sharma, Xavier School of Management

    Fellow

References

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Published

2026-04-07

Issue

Vol. 10 No. 4 (2018): Volume 10 | Issue 4 | Oct-Dec 2018

Section

Empirical Research Papers