Effectiveness of printed material in increasing awareness about Umeme's Prepaid Electricity Metering : a case study of Banda suburb

Abstract

The purpose of the study was to assess the effectiveness of printed material in increasing customer awareness about Umeme’s prepaid electricity metering in Uganda using a case study of Banda suburb. The study’s specific objectives were to establish customer awareness about prepaid electricity metering, to analyse the effectiveness of printed material in increasing customer awareness about Umeme’s prepaid electricity metering; to identify challenges associated with the existing printed material in increasing customer awareness; and to recommend appropriate means of communication for increasing customer awareness about Umeme’s prepaid electricity metering. A qualitative research approach was adopted and a case study research design used to gain a deeper understanding about the effectiveness of printed material in increasing customer awareness about Umeme’s prepaid electricity metering. Using snow ball and purposive sampling, 33 customers on prepaid electricity metering and 03 Umeme staff participated in this study. Data was collected through interviews, observations and document reviews. Data analysis involved use of Nvivo software and content analysis to give meaning and derive the relevant themes on the effectiveness of printed material in increasing customer awareness about Umeme’s prepaid electricity metering among customers. The study established that prepaid electricity customers understood prepaid electricity metering, and that published material relatively increased customer awareness about prepaid electricity metering. The study further established that media convergence is fundamental for effective customer awareness in cognizance of customer needs. Nonetheless, language, literacy levels, content and structure emerged as key determinants of consumer awareness. Therefore, the study recommends intensification of community awareness engagements, media convergence and periodic production and distribution printed material in key languages as strategic ways of increasing customer awareness about prepaid electricity metering. Notably, prioritizing new media would be a convenient, timely and cost-effective means enhancing customer awareness about Umeme’s prepaid electricity metering in Banda suburb.