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International Journal of Research in Social Sciences
Year : 2020, Volume : 10, Issue : 8
First page : ( 111) Last page : ( 122)
Online ISSN : 2249-2496.

Consumer awareness of the right to truthful advertising information in Kenyan FM Radio Stations

Mucheke Hiram*, Dr. Gathigi George, Prof. Mboroki J.G, Dr. Mokua Elias

University of Nairobi, School of Journalism and Communication Studies

*Author correspondence: Ph.D Candidate, University of Nairobi, School of Journalism and Communication Studies, hmucheke@yahoo.com

Online published on 10 December, 2021.

Abstract

The objective of this study was to investigate consumer awareness of their right to truthful advertising information in Kenya FM radio stations. Truthful and factual advertising information is essential because it enables consumers to make informed purchase decisions on new goods and services. However, advertisers use persuasive words that might end up misleading the consumer to believe whatever an advert says about a product is true even when there is a possibility of deception. The study was conducted through mixed methods approach, where sampling involved a stratified random sampling of consumers of goods and services in selected estates within Nairobi City County Kenya. Quantitative data was collected using questionnaires. Qualitative data was collected using Focus Group Discussions and interviews. The study established that some of the consumers had low awareness of their right to truthful advertising information and also unaware of the organizations that they could complain to when products did not have the advertised quality. The study concluded that at times, advertisements are deceptive, hence the need to enforce the consumer rights protection laws and regulations against deceptive advertising in Kenya FM radio stations.

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Keywords

Consumers, Advertising, Consumer deception, Puffery, Consumer rights.

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