Assessment of Consumer Protection Literacy Among Supermarket Shoppers in Abuja

This study assesses the level of consumer protection literacy among supermarket shoppers in Abuja, Federal Capital Territory, North Central Nigeria. Consumer protection literacy encompasses knowledge of consumer rights, product labelling interpretation, complaint mechanisms, and awareness of regulatory bodies. As Nigeria's retail sector expands, consumers face increasing exposure to substandard products and deceptive trade practices. The study employs a descriptive survey design, targeting 240 shoppers in major supermarkets in Wuse, Garki, and Jabi districts of Abuja. Data were collected using a structured questionnaire. Objectives include assessing shoppers' knowledge of their consumer rights, determining their ability to interpret food product labels, evaluating awareness of the Consumer Protection Council's functions, and examining sociodemographic predictors of consumer literacy levels. Recent literature from urban Nigeria identifies low label literacy and limited awareness of regulatory protections as widespread vulnerabilities among consumers, even in educated urban populations. Data were analysed using mean scores, percentages, and multiple regression. The Consumer Decision-Making Model underpins the study. Findings are anticipated to reveal moderate label literacy but low knowledge of consumer rights and complaint procedures. Recommendations target the Consumer Protection Council, the National Agency for Food and Drug Administration and Control, and Home Economics educators to develop consumer literacy campaigns targeting urban shoppers. Keywords: consumer protection, consumer literacy, product labelling, supermarket shoppers, Abuja.