Comparative study of consumer awareness of college students in middle income group
Any individual who buys goods and services for personal consumption and not for commercial purpose are called consumers. Consumers form the largest economic group in any country. They are the pivots of all economic activities. The advancement of technology and the advent of sophisticated gadgets in the markets and the aggressive marketing strategies in the era of Globalization have not only thrown open a wide choice for the consumers but also rendered the consumer vulnerable to a plethora of problems associated with such rapid changes. There is an urgent and increasing necessity to educate young consumers so that they can be protected against the exploitation of the manufacturers and sellers. In spite of the various initiatives undertaken by the Government to educate and promote welfare to the consumers, the analysis of the primary data collected from 400(undergraduates and post graduates) students from different colleges in Roorkee city revealed that the level of consumer awareness is limited. This paper tries to suggest some measures that should be undertaken by the Government, business houses and consumer themselves to protect the interest of the consumers. An enlightened consumer is an empowered consumer. An aware consumer not only protects himself from exploitation but induces efficiency, transparency and accountability in the entire manufacturing and services sector.