Consumer exploitation in rural market: a pragmatic study of consumers awareness on consumer rights and protection act in Manipur

The present study is initiated to determine the local consumer awareness on the consumer rights and protection act; it is still a common practice that businessmen exploit the consumer with regard to quality, quantity, weight, price and the related factor involved in the daily business transaction. Ignorance is one of the prominent factors contributing in the exploitation of rural masses. Hence, keeping in view the vital goal of consumer welfare, grass root level survey has initiated to observed, understand and analyse the behaviour of the rural consumers with particular to weaker section. The study was conducted at Churachandpur District; a hill district in the state of Manipur, all the six development blocks was selected for the study. An attempt is made to know the level of consumer exploitation in rural market in respect of marketing and consumption of fast moving consumable goods in District. Using sampling techniques, 120 respondents from 64 villages were selected. The data was administered by using percentage method and Karl Pearson Correlation Coefficient, the analysis shows that local consumer was exploited in term of price, quality and quantity in the rural market.