Volume : V, Issue : XII, December - 2016

EMPOWERING THE RURAL CONSUMER : AN ANALYSIS

Dr. Moushumi Pattnaik

Abstract :

 ?e bourgeoning transnational market system with its characteristic feature of free and competitive interplay of corporate forces has led to the rapid expansion in production of goods and services and subsequent over flooding of the market with the same. ?is has resulted in the direct interface between the consumer and the producer. Both the consumer and the producer act as key players in the globalised market system. But the rural consumers vis–a vis the urban ones are impugned by poverty, poor literacy and unemployment which mar their level of consumer awareness. ?e rural consumers, thus, fall easy prey to unfair trade practices like hoarding, black marketing, and adulteration of food, pesticides, drugs and the like. ?ey are not really aware of consumer protection laws and the mechanisms in place to redress their grievances. ?erefore to empower the rural consumers and fulfil their normal and legitimate expectations with regard to the goods they purchase and services they avail, a consumer movement is the urgent need of the hour. For mobilizing such a movement, the State, PRIs, Civil society , NGOs should work as partners, educating and sensitizing people about the dynamics of consumerism

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Article: Download PDF   DOI : 10.36106/ijsr  

Cite This Article:

Dr. Moushumi Pattnaik, EMPOWERING THE RURAL CONSUMER : AN ANALYSIS, International Journal of Scientific Research, Volume : 5 | Issue : 12 |December 2016

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