Question

How did the consumer movement originated as a social force in india

Answer 1

Social media play increasingly important roles as a marketing platform. In today's world, more and more retailers’ use social media to target teenagers and young adults as a result importance of bringing social networking sites (SNSs) as a part of daily life transactions cannot be underplayed. In the present paper the emphasis is upon the analyses of the social media mindset of consumers in India, and examining the impact of various variables of extended TAM in order to explain the variables that influence level of acceptance of SNS by Indian consumers. Results indicated positive and significant effects of perceived usefulness while perceived risk influenced negatively. Further, perceived ease of use and personal fit with brands both found to have a positive effect on marketing through SNS but were not significant. The results of present study in India pointed out that establishing personal fit with consumers and providing user-friendly web sites, and reducing the perceived risk has impact on developing positive attitudes.


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Answer 2

The consumer movement aroused due to following reasons ----

1)  Dissatisfaction of the consumers due to unfair trade practices by the sellers.

2) No legal system was available to consumers to protect themselves from getting exploited in the market.

3) Rampant food shortages, hoarding, black marketing, adulteration of food led to consumer movement.