A Case Study of Consumer Awareness of Urban and Rural Household.
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Each of us a consumer. We consume different commodities and services right from our birth to death. All the business activities revolve around the consumer. In the words of Mahatma Gandhi (1980) “a customer is the most important visitor on our premises, he is not dependent on us, we depend on him. He makes favour to us, not we favour him. ” Do the manufacturers, the marketers respect and satisfy the customers? Today’s customer is said to the kind of the market. Is this true? Due to lack of awareness consumers fall prey to unfair and fraudulent tactics of the marketers. The form of exploitation may be look- alike e.g. Lifebuoy-lifebuoy, less weight, inferior quality goods and services and exorbitant prices. So, there is need of creating consumer awareness in our country. Higher the consumer awareness, lower the exploitation and vice versa. The degree of consumer awareness determines the satisfaction levels and standard of living of the consumers. Consumer awareness may be defined as clearly understanding the need and priority of purchasing, conditions warranties of purchase agreement and rights and duties of consumers. The consumer must be aware regarding his right and available legal measures against exploitation. In order to create consumer awareness and safeguarding their interest, the Government of India has enacted MRTP act, 1968, essential Commodities act, 1955, Sales of Goods act, 1955 and Protection of consumer act, 1986. In spite of all these efforts, consumer awareness is not up to the mark of India. Indian consumer is a victim of exploitation in the form of standard goods and services, false guarantee, exorbitant prices and fraudulent tactics. Creation of consumer awareness is a big task in our vast country. Due to some impediments such as, illiteracy, indifferent attitude, ignorance of law, lengthy legal procedures etc, and the degree of consumer awareness is a very low in India. The present study has a good deal of relevance in the present context i.e. increasing income levels, changing consumption patterns, globalisation of Indian markets etc. It is the need of hour to enhance consumer awareness and impart consumer education in our country wherein there are more than 35 crore illiterate people and indifferent attitude prevails in the society towards consumer protection. Even educated people are not aware about their rights as consumers and prevalent laws protecting the interests of the consumers. The present study is an attempt to probe into the awareness of the consumers, their reactions regarding service providing agencies and make some possible suggestions in order to overcome the problems.
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The concept of rural market in India is still evolving and it posses numerous challenges like understanding rural consumer, reaching and providing services to remote locations and communicating with heterogeneous audience. Though there are several difficulties in targeting the rural market but still almost all companies are rushing towards this market. This is mainly because of saturated urban market and favourable changes in rural market like improving lifestyle, habits, taste, increasing literacy level, increase in income, increase in expectations and aspirations, improving infrastructure, government support via various schemes etc. Now day's rural consumers are also using branded products and almost all major brands are available in rural market of India. Though the gap between Indian rural and urban consumer is decreasing still there is considerable difference between them in terms geographic, demographic and psychographic aspects. These differences are resulting in distinction in rural and urban consumers' behaviour, hence requiring different marketing strategies for these regions. This paper is an attempt to explore differences between Indian rural and urban consumer.