consumer education
CONSUMER EDUCATION PROVIDES THE RIGHT PLATFORM FOR THE SELECTION OF THE GENUINE PRODUCT AND ELIMINATION OF THE DECEPTIVE PRODUCTS.
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INTRODUCTION
Consumer education is the preparation of an individual through skills, concepts and understanding that are required for everyday living to achieve maximum satisfaction and utilization of his resources. It is defined as education given to the consumer about various consumer goods and services, covering price, what the consumer can expect, standard trade practice, etc. Globalization's, liberalization and privatization have transformed the Indian economy into a vibrant, rapidly growing consumer market. As a result the markets are flooded with different kinds of goods and services, substantially effecting and changing the purchasing pattern of the consumers. The rural markets, which were earlier ignored by most of the big international market players, are now being seen as a land of great business opportunity. As the disposable income of the masses is growing, more and more corporate houses are entering into the rural markets with their new goods and products. Due to this marketing for rural consumers is becoming more complex. In a country like India, where a substantial number of the rural people are living below the poverty line, having high level of unemployment and poor literacy level; consumer awareness continues to remain low. Rural consumers are generally ignorant and also unorganized. Under these circumstances, the sellers or the manufacturers, exploit the consumers. Though, the consumers in India have been provided with various safety measures against their exploitation, still the sellers and producers are hoarding and black-marketing the essential goods, resorting economic corruption and frequently cheating the consumers. Rural markets are full of sub-standard goods and duplicity of branded goods is another
______________________________________________________________________________
INTRODUCTION
Consumer education is the preparation of an individual through skills, concepts and understanding that are required for everyday living to achieve maximum satisfaction and utilization of his resources. It is defined as education given to the consumer about various consumer goods and services, covering price, what the consumer can expect, standard trade practice, etc. Globalization's, liberalization and privatization have transformed the Indian economy into a vibrant, rapidly growing consumer market. As a result the markets are flooded with different kinds of goods and services, substantially effecting and changing the purchasing pattern of the consumers. The rural markets, which were earlier ignored by most of the big international market players, are now being seen as a land of great business opportunity. As the disposable income of the masses is growing, more and more corporate houses are entering into the rural markets with their new goods and products. Due to this marketing for rural consumers is becoming more complex. In a country like India, where a substantial number of the rural people are living below the poverty line, having high level of unemployment and poor literacy level; consumer awareness continues to remain low. Rural consumers are generally ignorant and also unorganized. Under these circumstances, the sellers or the manufacturers, exploit the consumers. Though, the consumers in India have been provided with various safety measures against their exploitation, still the sellers and producers are hoarding and black-marketing the essential goods, resorting economic corruption and frequently cheating the consumers. Rural markets are full of sub-standard goods and duplicity of branded goods is another