In the early times, consumer was considered as King of the market but in the contemporary society, consumers are no longer safe against the mal practices such as, substandard goods and unsatisfactory services. The consumer has every right to reject any product or services rendered by any manufacturer in the market and can mould them to produce goods of their choice. Consumer awareness is the extent to which a brand is recognized by potential customers, and is correctly associated with a particular product.
Consumer awareness Refers to the following – 1) Knowledge of the product in terms of price, quality etc. . . Knowledge about any problem associated with marketing of the product. Example – misleading advertisement. Knowledge about how to lodge a complaint and claim compensation if the product is faulty. Knowledge about consumer’s own responsibility to buy and use only what is necessary and avoid wasteful consumption Objectives of the survey:
1. It seeks information about consumer awareness regarding a product . 2) It gets information about demerits or defects of products from consumers and suggests remedial measures . 3) It makes popular the positive points of the
4) It prepares wide market for the product .
merits of consumer awareness
It encourages critical thinking, which helps consumers function more efficiently in the marketplace. Enhances citizen awareness.
It promotes self-confidence and independence.
It imparts life skills which contribute to success in everyday living.
It increases sales.
It improves the quality of life as well as environment.
Promotes a stable society.
It satisfies customers.
It fosters values such as distinguishing between needs and wants, paying bills, saving money, planning and budgeting.
Consumer Awareness in India
The guidelines for Consumer Protection as laid down by the United Nations have been incorporated in the Consumer Protection Act, 1986. Though the consumer movement is slowly gaining ground in our country, it is still in its infancy as the success of consumer movement mainly depends upon the level of consumer awareness generated in the country by educating the consumers about their rights and responsibilities. Within India itself, the level of consumer awareness varies from State to State depending upon the level of literacy and the social awareness of the people. Educating more than 120 crores people of various categories of population, particularly those in rural areas where consumers are more susceptible to exploitation, on various subject matters of consumers interests being dealt by different Ministries / Departments, is a herculean task. For the 11th plan the scheme has received an allocation of Rs. 409 crores to launch an effective Multi- Media campaign. The scheme under the brand name of ‘Jago Grahak Jago’ has carved out a niche for itself. For the 12th plan an allocation of Rs. 409.29 crores has been made.
Quarterly Magazine “ Upbhokta Jagaran”- Department is bringing out a bilingual quarterly magazine which is sent free of cost to voluntary consumer organizations, State & Central Govt. Ministries/Departments, libraries, Central Consumer Protection Council (CCPC) members and other concerned to disseminate consumer related information.
Consumer Protection Act of 1986 is an act of Parliament of India enacted in 1986 to protect interests of consumers in India. It makes provision for the establishment of consumer councils and other authorities for the settlement of consumers' disputes and for matters connected therewith.