Knowledge and awareness is pivotal to the human progress. Consumer awareness is about making the consumer aware of his/her right. The first consumer movement began in England after the Second World War. A modern declaration about consumer’s right was first made in the USA in 1962 where four basic consumer rights – choice, information, safety and to be heard were recognized. Ralpha nadar, consumer activist is considered as the father of the consumer movement.
Education is a lifelong process of constantly acquiring relevant information, knowledge and skills. Consumer education is an important part of this process and is a basic consumer right that must be introduced at the School Level. Consumers by definition include all citizens who are by and large the biggest group who are affected by almost all governmental, public or private decisions. The most important step in consumer education is awareness of consumer rights. However consumer education is incomplete without the responsibilities and duties of consumers and this influences individual behavior to a great extant.
Consumer awareness is the knowledge that a consumer should have about his/her legal rights and duties. It is must for a consumer to follow these rights. It is implemented for the protection of the consumer, so that the consumer is not exploited by the seller of the products. In the context of a democratic form of government, which depends for its sustenance upon the enlightenment of the populace, awareness is at once a social and political necessity. Today the frontiers of knowledge are enlarging with incredible swiftness the foremost need to be satisfied by our education is therefore the eradication of awareness, which persists, in a depressing measure.
Every consumer has a right to be assured. He has a right to receive due consideration at appropriate forum. He has also a right to fight against Unfair Trade Practice and against such mails which are being used for exploitation of consumer.
Right to have information: - The consumer has a right to be informed about the quality, quantity/and potency purity, price of the Goods etc.
Right of Protection: - A consumer should be further protected against hazardous goods which are dangerous to life and property. It provides that there must be complete prohibition of marketing of such Goods which are hazardous to life and property of the person. Thus a person has a right to enforce his protection proceedings against marketing of intoxicants drugs which are dangerous to life and property.
Right to consumer education:-The specific right has been provided to a consumer to have consumer that is to know about rights liabilities of consumers so as to have prepare excess to the remedies provided under the Act.
2. REVIEW OF LITERATURE
2.1 MARKETING SERVICES
The American marketing association defines as “services as activity benefits or satisfaction which is offered for and our provider with sales of goods.” Services are those separately identifiable essentially intangible activates which provide wants satisfaction and are not necessary tide to the sale of the product or another services.
2.2 CONSUMER AWEARNESS
Consumer awareness is making the consumer aware of His/her rights. Consumer awareness it a marketing term. It means that consumers note or are aware of products or services, its characteristics and the other marketing P's (place to buy, price, and promotion). Consumers will often say things that may make them look good (i.e., they watch public television rather than soap operas or cook fresh meals for their families daily) even if that is not true.
The consumer mentions his or her preferences and opinions, and the focus group moderator can ask the consumer to elaborate. In a questionnaire, if one did not think to ask about something, chances are that few consumers would take the time to write out an elaborate answer. Focus groups also have some...