This study is concerned with how illiteracy impact consumers when navigating through the market place to have their needs met.These effects are researched in the Kumasi metropolis in the Ashanti Region of Ghana. The overall goal of the thesis is to investigate the problems that functionally illiterate consumers encounter when navigating through the Marketplace.The results show that functionally illiterate consumers at the Kumasi metropolis do face problems when navigating through the market place and that these problems are related to the retail marketing mix such as product, price, place, people, promotion and process.

Illiteracy continues to be a major problem in developing countries. Botswana as an emerging economy with consumers of different literacy levels has no escape for this problem. This study puts the spotlight on consumer illiteracy in Botswana focusing specificallyon purchasing behaviour of functionally illiterate consumers; the problems encountered in the market place and coping strategies used when purchasing food. To elicit relevant information a quantitative research design and survey techniques using a structured questionnaire was used to gather information. Potential respondents were conveniently sampled in Gaborone and surrounding areas in Botswana (N=200) and women aged between 25 and 65 years formed the sample group. Data analysis involved descriptive statistics and inferential analysis. From the discussion and the interpretation of the results of the sample of the survey it became clear that certain elements of retailers‟ marketing mix product, price, place, promotion and processes were the most important factors that influenced younger women‟s‟food purchases. Salespeople are apparently of lesser importance to influence consumers. The results indicated that functionally illiterate consumers mainly purchased food products from supermarkets and informal traders but also patronised other retail outlets occasionally. The study further revealed that consumers are vulnerable in the market place as they encountered problems during market place navigation, specifically in terms of too much information; difficulties in computing prices reduced by percentages; crowded places, and advertisements tempting them to buy. These problems seemed to negate the use of coping strategies. The study has contributed to the limited literature on the food purchasing behaviour of functionally illiterate consumers. Retailers will gain insight on how to deal with functionally illiterate consumers in the market place and find ways of making the market place more consumer friendly. / Dissertation (MConsumer Science)--University of Pretoria, 2012. / gm2014 / Consumer Science / unrestricted

Abstract Examining the efficacy of literacy improvement, general education development (GED) completion, and GED completers’ perceptions of college readiness and social capital was the purpose of this study. The participant sample (n=321), derived from the target population (N=1050), consisted of former participants of Adult Literacy Education (ALE)/GED programs in the Greater New Orleans area (GNO), who have earned the GED credential, and, are currently enrolled in entry-level courses at two community colleges in Southeast Louisiana; specifically, in Orleans and St. Bernard parishes. The study was framed by the social capital theoretical perspective. The study used quantitative methodology, with a descriptive, cross-sectional research design. Specific quantitative analyses were employed including; descriptive statistics which were used to characterize the sample and to describe the features of the data; preliminary analysis using principal axis factoring (PAF), to determine survey items that cluster together and to identify relevant factors that influence perceptions of college readiness and social capital; Cronbach’s alpha, to test internal consistency and reliability of the survey instrument; regression analysis, to investigate the relationships between GED completers’ perceptions of college readiness and social capital and their literacy level; and finally, a one-way ANOVA, to compare the means of groups within literacy levels. Using a researcher-created survey instrument with a Likert scale rating of 1-4, perceptions of college readiness and social capital of GED completers were assessed. A field test of 10 participants and an expert panel review ensured validity and reliability of the instrument. The results of this study could serve as a framework for strategic planning of ALE/GED programs, ALE/GED curriculum alignment with high school content and entry-level introductory or developmental college courses, and post-secondary (community college) recruitment endeavors.