CHAPTER II

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter presents the related literature and studies after the through and in-

depth search done by the researchers. This will also represent the synthesis of the art,

theoretical and conceptual framework to fully understand the research to be done and

lastly the definitions of terms for better comprehension of the study.

Related Literature

Consumer Rights

Consumer rights are the universal human rights accepted almost globally by the

international community (including but not limited to Turkey, Australia, Indonesia,

Japan, Germany, USA, UK, Netherland, United Arab Emirates, South Africa) and

institutions (e.g. United Nations and Consumer International; see United Nations, 2003;

http 5). Since the time that US President John F. Kennedy delivered a historic address to

the US Congress that put forward a vision of consumer rights, which was the first time

that any politician formerly set out such principles, both the idea and practice of

consumer rights have reached to a considerable level, having developed this vision into a

set of eight basic consumer rights, known widely. It has been almost three decades since

the consumer movement gained an international dimension by exceeding much beyond

the national borders. It connects to consumer protection which is a constitutional

mandate. Article XVI, Section 9 declares that The State shall protect consumers from

trade malpractices and from substandard or hazardous products. It was in this light that
the Consumer Act of the Philippines (Republic Act. No. 7394) was passed in 1992. The

DTI's mandates consumer protection and it aimed to be a prime mover of consumer

welfare. It is committed to protecting the rights and interests of the consumer in the same

manner as it aims to sustain the growth and development of the Philippine economy. the

DTI issued a policy advisory elucidating the eight basic consumer rights under relevant

laws (Habito, 2016).

Right to Basic Needs

This right ensures availability of basic goods and services to consumers at

affordable prices and of good quality. It includes adequate food, clothing, shelter, health

care, education, public utilities, water and sanitation to lead a decent life. Based on these

human needs, the United Nations Guidelines on Consumer Protection defines sustainable

consumption as including “meeting the needs of present and future generations for goods

and services in ways that are economically, socially and environmentally sustainable”

(United Nations, 1999). The Universal Declaration of Human Rights in 1948, Paris

(Article 25), as cited by United Nations Educational Scientific and Cultural Organization

(UNESCO) further signifies that "Everyone has the right to a standard of living adequate

for the health and well-being of himself and of his family, including food, clothing,

housing and medical care and necessary social services..."

Right to Safety
 This right assures consumers to be protected against marketing of goods which

are injurious to health and life. Consumers are assured that manufacturers of consumer

products undertake extensive safety and performance testing before selling their products

in the market. Products should be properly labelled with information as to the contents,

use, precautions or warning signs and how to prepare it, if the need arises.

Wilson (2008) argues that consumers have the right not only to expect protection

from hazardous products and services purchased in the marketplace, particularly if used

properly for their intended purpose but also the right to be protected from the sale and

distribution of dangerous goods and services. On the other hand, Dumalagan (2004)

emphasizes that all consumers are entitled to safety against the marketing of goods or the

provision of services that are hazardous to their health and life. She supports that

economic globalization may benefit the consumers as a consequence of the expanding

circulation of goods and services, thus, enhancing their right of choice, based on needs

and purchasing power. Conversely, it may also create certain uncertainty about their

safety. As Harland (1990) declares, the capacity of goods and services to cause serious

injury or death has vastly increased as consumers are often faced with inadequate

information to assess whether these goods and services conform to basic safety

requirements. A study addressed the level of awareness of Jordanian consumers to their

rights to safety with regard to food products and concluded that consumers were highly

aware of product safety issues and interested in paying extra price for higher safety

standards (Qtaishat et al., 2002). In Saudi Arabia, a study of consumer rights showed that
the consumer voice did not seem to be well represented in the process of economic

planning and policy development and that consumer issues were beginning to be taken

seriously by public policy makers (Morris and Al Dabbagh, 2004). On food safety, a

Dutch study recommended to install an independent advisory committee to help the

government to set the rights level of safety protection on food products (Swarte and

Donker, 2005). A study in the Jordanian context showed that consumers were not

generally happy with the informational aspect of marketing communications (Alsmadi

and Al-Zobi, 2005). A study in drugs field revealed that the level of believable

information on drug side effects was only 31 per cent, with only 28 per cent level of

credibility on drug benefits (Beltramini, 2006). A study in Palestine examined consumer

protection in electronic contracting and concluded that consumers would need more

protection in terms of their “Right to be Informed” in electronic buying (Mahmoud,

2009). A study of legislation pertaining to consumer protection in India revealed that

consumer rights were deeply rooted in the Indian legislative system and that consumer

disputes were handled in a novel way in Indian consumer courts (Prasad, 2009).

Right to Information

This is the right of consumers to be protected against dishonest or misleading

advertising or labelling and the right to be given the facts and information needed to

make an informed choice. Consumers have the right to receive adequate information

about products on which to base buying decisions. Information to consumers includes

product specification, place of origin, safety warnings, price, mode of payment, date of
quality assurance, description of after-sale services, warranty, ingredient, nutritional

facts, etc. Consumers expect complete information about the product to be purchased

including its use, ingredients or chemical contents, limitations and expiry date.

Consumers must be informed about the safety precautions to be taken while using the

product to avoid loss or injury. Limited information is one of the factors causing

exploitation of consumers. Ibarra & Revilla, (2014) IJMMR Vol. 7 no. 2.

Aaker and Day (1978) cited the right to be informed as a fundamental economic

interest of the consumer. They believe that consumers should be provided with sufficient

information to make wise purchase decisions. Information should not be persuasive as

shown by commercials, but should be informative. At present, products are massive in

quantity and more complicated to assess. Against these numerous products are lay buyers

who do not have the time or the capacity to obtain information to help them in making

the correct decision to buy. Along this line, Peter and Olson (2005) demonstrated that a

substantial amount of marketing information is miscomprehended in that consumers form

inaccurate, confused or inappropriate information interpretation. The type of

miscomprehension can vary from confusion over similar brand names to misinterpreting

a product claim by forming an inaccurate means-end chain. A study of consumer rights

regarding the Right to Information, conducted for the European Commission, concluded

that the non-disclosure of consumer information was likely to cause problems including

reduction of the level of consumer protection (Danguole, 2011).

In the Jordanian context, a study explored the extent to which the Electronic Transactions

Law in Jordan addressed various consumer protection issues in an online environment

and recommended relevant perspectives on how to deal with such issues (Dahiyat, 2011).

Kulkarni & Mehta (2013) found that most of the management students are aware of

consumer rights but they never lodge the complaints against traffickers. Khan (2013)

focused that the consumer rights awareness is much needed today as they pay for the

products from their hard-earned money and they should get it worth.

Right to Choose

This deals with the right to choose products and services at competitive prices,

with an assurance of satisfactory quality. Consumers expect a wide array of goods and

services which are offered in the market with diverse brands, sizes, shapes, colors and

with differences in the price, quality and use. Consumers have the right to be assured that

a selection of quality products and services are available for them to purchase at

competitive prices. The right to choose also intends to protect competitors from each

other, particularly the small firms from the large and powerful ones.

According to Wilson (2008) a consumer should have the opportunity to select the goods

or services that he or she wants to purchase. Gupta and Panchal (2009) pointed out that

with the rise in the income of people, the quality, quantity and sophistication of the

consumer goods has also increased. They believe that the market literally overflows with

new products based on intricate technology thus making it very difficult for the consumer
to select an item because of misleading advertisements and improper media emphasis as

well.

Right to Presentation

The right to representation is also known as the right to be heard. This is the right

to express consumer interest in the making and execution of government policies that will

have an impact on the supply of goods and services to consumers. Consumers expect

legislators would propose laws that would ensure that consumers would have the chance

to live a better life by getting the best value for their hard-earned money. Consumers have

the right to equal and fair consideration in government policy-making situations, as well

as prompt treatment in administrative courts or legal communities. Consumers have the

right to complain when there are problems or concerns. The right to be heard involved an

assurance that consumer would be considered in the formulation of government policy

and during regulatory proceedings. Some business enterprises advocate this consumer

right in formulating their policies (Aaker and Day, 1978).

Right to Redress

This is the right of consumers to be compensated for misrepresentation, shoddy

goods or unsatisfactory services. Under this right, consumers expect defective goods to

be replaced or money refunded by the seller or dealer. Consumers also have the right to

seek legal remedies in the appropriate courts of law. Through this right, the consumers
are assured that their complaints will receive due attention. This right also provides for

due compensation to consumers if they have suffered a loss or are put to jeopardy due to

the fault of the supplier or manufacturer. Aaker and Day (1978) pointed out that

consumers should be given an opportunity to voice dissatisfaction and complaint is

settled satisfactorily. A variety of innovations, including free legal service for the poor,

consumer class action suits, and arbitration procedures have substantially enhanced the

right to recourse and redress, or to fair settlement of just claims.

Right to Consumer Education

This is the right to acquire the knowledge and skills necessary to be an informed

consumer. Consumers may look forward to the three sectors of society: business,

government and consumer would embark on an information campaign through tri-media

on consumer-related issues as well as series of seminars, conferences, for training and

public hearings for the welfare of consumer. To prevent market malpractices and

exploitation of consumers, consumer awareness and education are essentially required.

Recognizing the importance of consumer education, Singh (2002) lays down four

important aspects: (a) Informed Choice- Consumers must learn to obtain information on

goods and services, discriminate between sources of information, understand the

psychology of selling and advertising; (b) Value Systems- Consumer education must

enable the consumer to understand that individual consumer decisions have a broad social

impact and influence on such important things as the overall allocation of resources
within the society; (c) Wise Decision Making- Consumers need information to make

careful, wise decisions and informed choices; and, (d) Catalyst for Action- Consumers

must be aware of the available avenues of consumer complaint and redress and learn to

use them for their benefit. In addition, Prajapati et al. (2009) acknowledges the help of

consumer education in making wise choice especially in developing countries where it

becomes more important because there is variety of products and there is little control

over standards.

Chaudhary (2017) conducted the research study on consumer awareness among

college student in Assam, Tejpur and he concluded that right from birth each and every

one of us becomes a consumer but people are less aware about the rights and

responsibilities they have as a consumer. There is a need of education for awareness of

consumer rights, responsibilities and the complaint handling among people of all age

groups. People are less aware of the movement of consumerism and handling customer

complaints.

Right to a Healthy Environment

This right assures consumers to live and work in an environment which is neither

threatening nor dangerous and which permits a life of dignity and wellbeing. Consumers

expect the government exerting effort regarding the alarming increase in the degradation

of the environment especially on forest, dying wildlife, depleted land fill space and
environmental contamination to prevent further damage and the constant monitoring of

our seas, coral reefs, forest and waste disposal being committed by factories to check if

there is a violation of the laws on environmental protection. Dumalagan (2004)

emphasizes that all consumers are entitled to a healthy environment and should be

protected from the devastating effects of air, earth, and water pollution that may affect

the performance of daily marketplace operations. Consumers have the right to live and

work in an environment that does not threaten the well-being of present and future

generations.

Consumer Buying Behavior

Consumer behavior is the action a consumer takes while choosing and buying a

product. Consumers have different attitudes toward purchasing different products and use

different thought processes when making a decision. Understanding consumer behavior is

crucial since it can help in consumer differentiation to identify the target group. It can

also help design market campaigns and keep customers happy to retain them. Different

aspects of consumer behavior influence a customer to make a purchase. Include their

thought processes, culture, influence by personality, and the buying scenario, Collimore

& Grimsley, (2022).

Cochran (2006) cited in Durmaz (2014) argues that the customer is the sole for

organization existence. His/her buying decision depicts how well a company’s marketing

strategy fits market demand. Thus, marketing begins and ends with them (Furayi,
Latusyriska and Wawrzymiak, 2012). Font-i-furnols and Guerrero (2014), believe that

since consumers are the last step in the production chain, meeting their expectations is an

important part of their satisfaction and shopping behaviour.

Khaniwale (2015), on his part views consumer buying behaviour as involving the study

of individuals and the method they employ to choose, utilize and set out products and

services to fulfill their wants and the effect these methods have on the consumer and

society as a whole. It includes all the thoughts, feelings and actions that an individual has

or takes before or while buying a product, service or idea as well as answers such

questions as what, why, how, when and where an individual makes purchase. He is also

of the opinion that since culture encompasses every aspect of life including the thought,

behaviour, practices, technology, rituals, norms, language, believes, ethics, lifestyle,

institution, and art of any group of individuals. Individuals differing in cultural

background may have different views about a particular product or service, though they

may have preference for products or services which suite their culture.

……

Cultural

Culture is the basic determinant of an individual’s wants and behaviour. Culture is

a particular group of people's characteristics and knowledge, including language, religion,

cuisine, social habits, music and the arts. Culture, subculture and social class have a

particular impact on consumer buying behaviour. Each culture consists of smaller

subcultures and varies from one country to another. These subcultures identify and
classify people based on their shared customs and beliefs. Subcultures include

nationalities, religions, racial groups, and geographic regions. Therefore, companies

should create specialized marketing programs to suit certain preferences of a subculture.

(Kotler & Keller, 2015)

According to Kotler & Keller (2015) each individual belongs to a certain social

class that influences the buying decision. People who belong to the same social class

share similar interests, values and behaviour. Therefore, members from different social

class possess different buying behaviours and have distinct product and brand

preferences. In order to understand how to best market existing products and find

opportunities for new products, marketers need to pay close attention to cultural values in

each country.

Solomon (2011) sees consumer behaviour as the study of processes involved

when individuals or groups select, purchase, use or dispose of products, services, ideas or

experiences to satisfy needs or desires. Firms and organizations rely on consumer

behaviour knowledge to forecast consumer needs and desires. Rani (2014), identifies

cultural, social, personal and psychological factors as the four major influences on

consumer’s buying behaviour, adding that these factors cause consumers to develop

product and brand preferences. Although he notes that these factors are not directly

controlled by marketers, he advises them to have a better understanding of them as this

will help them to develop marketing mix strategies that can appeal to the preferences of

their target markets.

 Consumers are influenced by their family, the society they live in, the culture and

subcultures of the society, social class and solidarity groups when they make purchases as

Veblen explains in his socio-psychological paradigm (Papatya, 2005). The fact that

consumer behavior differs for each individual is an ordinary consequence of personal

differences (Sarıtaş and Duran, 2017). According to Kotler and Armstrong, factors

affecting consumer behaviour can be grouped under four different headings. These are;

“Personal Factors”, “Social Factors”, “Psychological Factors” and “Cultural Factors”.

The marketing expert needs to understand the role played by the buyer’s culture,

subculture, and social class. Social Factors: A consumer’s purchasing behavior is also

influenced by social factors such as the consumer’s social roles and status.

Cultural factors have a wide impact on consumer behavior (Karaboğa ve

Çakırkaya, 2020). Culture, subculture, the family and the roles assigned to the individual,

and especially social class are considered as cultural factors that shape the purchasing

behavior of individuals. Among these factors affecting the purchasing behavior of

consumers, the social class factor affects the brand and value of the product that the

person wants to buy consciously or unconsciously. Individuals are in tendency to accept

social stratification as a fact of life in general (Bereday, 1977: 196; Durmaz and

Taşdemir, 2014). Individuals who interact in the same group in society are affected by

each other’s consumer behaviors (Özsungur, 2017). This influence and state of being

affected may occur in the form of acceptance in the society. In this context, members of

the same social group in the society are expected to prefer the same clothing style and

products of the same brand.

Social

Besides cultural factors, our buying behaviour is affected by social factors such as

reference groups, family, and social roles and status. A person’s reference group is a

group that is associated with an individual who wants to be a part and be called as a

member of that group. For instance, family, friends, neighbours, as well as religious,

professional and trade-union groups can influence consumer preference in choosing a

specific product or service. It is observed that all members of the reference group share

common buying behaviour and influence each other strongly on product and brand

choices. Therefore, marketers should identify the roles that influence other people's

behaviour within the reference group. (Kotler & Keller, 2015). Family members are

considered to be the most influential reference group for an individual’s decision making

with an emphasis on the purchase of certain goods and services. Moreover, family factor

influences the individual’s personality, attitude and beliefs. According to Kotler & Keller

(2015) there are two families in a buyer’s life: a family of orientation and family of

procreation. The family of orientation consists of parents and siblings, where parents

have a strong influence on a person’s behaviour. However, a family of procreation

includes the person’s spouse and children, where the preferences tend to change with the

influence of the spouse.

The position and role of an individual in society also affect his/her buying

behaviour. For example, it is expected that a person holding a supreme position in the
organization will buy those items that advocate his or her status. Marketers should try to

understand the position and role of the individual long before the product is endorsed.

(Kotler & Keller, 2015)

Personal

Personal characteristics have a direct impact on consumer behaviour and they

include age and life cycle stage, occupation and economic situations, personality and self-

concept, lifestyle and values. Therefore, it is important for marketers to understand this

factor before designing a marketing campaign.

A consumer’s taste and preferences are most often influenced by their age. This

can be most commonly seen in food; clothing and any recreational activity purchases

they may do. People tend to buy different products in the different life cycle stages

throughout the entire life. For example, the brand of a perfume which individual used

some years ago might not suit his/her desires and needs in the present moment.

Therefore, preferences in purchasing a product constantly change. (Kotler & Keller,

2015)

Occupation and economic circumstances influence consumer behaviour in the

marketplace as well. Both product and brand choice are affected by the economic

circumstances of the individual. Simultaneously, individuals tend to buy products and

services that promote their profession and role in society. Buying patterns vary according

to the individual’s occupation. (Kotler & Keller, 2015)

 Consumer buying behaviour is strongly affected by personality and self-concept

factors. By personality, Kotler & Keller (2015) distinguish human psychological

characteristics that lead to behaviour buying responses that are relatively consistent and

enduring. Each brand has a personality. Consumers tend to choose and use brands that

correspond to their personality and are consistent with their actual self-concept that

corresponds to how they view themselves. Marketers carefully examine brand

experiences to express brand personalities.

According to Kotler & Keller (2015) lifestyle and core values also influence consumer

buying behaviour. By lifestyle, the author defines an individual’s interest, opinions and

activities that reflect the person’s pattern of living in the society. However, core values

guide people’s enduring choices and desires and underlie attitudes and behaviours.

Therefore, marketers orientate of consumer’s basic values and believe that their buying

behaviour can be influenced by appeals to the inner selves of people.

Psychological

Psychological factors can affect consumer behaviour very strongly. That includes

motivation, perception, learning and memory.

The level of motivation affects consumers' buying behaviour. People tend to have

many needs through any given time. Some needs are biogenic; they arise from
physiological states of tension such as hunger, thirst, or discomfort and other needs are

psychogenic; they arise from physiological states of tension such as the need for

recognition, esteem, or belonging. Therefore, people will try to satisfy the most important

need first and then move to the next need. (Kotler & Keller, 2015).

A motivated person is ready to act with the perception of the situation. Perception

is also a psychological factor that is the process by which an individual select, organizes,

and interprets information to draw a meaningful picture of the world. Depending on their

individual beliefs and attitudes, different people have different perceptions of the same

product. Therefore, marketers should try to understand the behaviour and attitude of each

individual to gain their attention towards the offerings. (Kotler & Keller, 2015)

Learning process arises from a consumer’s experiences and is followed by action.

According to Kotler & Keller (2015) learning is produced from drives, stimuli, cues,

responses, and reinforcement, which means that if a consumer has a positive buying

experience, then in the future the customer will choose the same brand.

Consumers tend to have several strong associations and information about a brand

that creates essential brand knowledge. Through thoughts and feelings, perceptions and

images, experiences, beliefs and attitudes, customers create brand associations.

Therefore, marketers have to ensure that consumers have the product and service
experiences that create the right brand knowledge and maintain this information in their

memory. (Kotler & Keller, 2015)

Consumer Attitudes

A belief is a descriptive thought that a person holds about something. An attitude is a

person’s enduring favorable or unfavorable emotional feeling, evaluation and action

tendencies (Kotler & Keller, 2009).

Belief

they are a measure of a consumer’s cognitions and attributes about a specific entity or a

brand (Solomon, 2014).

Feelings

Consumers also hold certain feelings toward brands or other objects. Sometimes these

feelings are based on the beliefs (e.g., a person feels nauseated when thinking about a

hamburger because of the tremendous amount of fat it contains), but there may also be

feelings which are relatively independent of beliefs. For example, an extreme

environmentalist may believe that cutting down trees is morally wrong, but may have

positive affect toward Christmas trees because he or she unconsciously associates these

trees with the experience that he or she had at Christmas as a child, (Lars Perner, 2018).
Related Studies

According to the study of Rawal, D. (2019) entitled Perception of Consumer

Rights among the College Students: A Case of Tikapur Municipality, the study depends

on a convenience sample of 60 students selected from Management, Education and

Humanities faculties studying in graduate level at Tikapur Multiple Campus and Birendra

Vidhya Mandir Campus at Tikapur, with a structured questionnaire to measure consumer

attitudes regarding the four basic consumer rights, utilizing a five point Likert Scale for

measurement. The overall findings communicate that the current consumers’ attitudes

towards marketing practices related to protection of consumer rights is low favourable,

indicating that more work will be needed for improvement. The study explores the status

of perceived consumer rights for the first time in study area. It suggests marketers and

public policy makers to pay more attention to the current status of consumer rights, and

formulate more useful legislations with implications for better business strategies.

According to the study of Makanyeza, Svotwa and Jaiyeoba (2021) entitled “The

effect of consumer rights awareness on attitude and purchase intention in the hotel

industry: Moderating role of demographic characteristics”, using data from a sample of

366 hotel guests, the study employs structural equation modelling and moderated

regression analysis to test the research hypotheses. Results indicate that consumer rights

awareness has a positive effect on both consumer attitude and intention while consumer

attitude has a positive effect on consumer intention. Results further indicate that

education moderates the effect of consumer rights awareness on both consumer attitude

and intention while gender and age do not. The study is among the pioneers to examine
the effect of consumer rights awareness on both consumer attitude and behavioural

intention and to test the moderating effects of demographic characteristics on these

relationships.

According to the study of Gambhir, Dhaliwal, Anand, and Bhardwaj, (2015), a

cross-sectional study was conducted among 265 private dental practitioners in Tricity. A

close-ended self-structured questionnaire was administered which contained 15 questions

on knowledge and awareness regarding CPA. Categorization of knowledge scores was

done at three levels—low, medium and high. Statistical analysis was done using ANOVA

and Student t-test.54.7% (145) of subjects were having low knowledge scores, 23.3%

(62) had a medium score and 21.8% (58) had a high score. Mean knowledge score

according to educational level was statistically significant (P<0.05), whereas there was no

significant difference in case of gender and type of practice (P > 0.05). The results of the

present study showed that majority of the subjects were aware of the existence of CPA

but knowledge regarding basic rules and regulations was lacking in few studies.

Therefore, dental professionals need to keep them updated of various rules and latest

amendments to save themselves from any litigation.

According to the study conducted by BülentErgönül, (2013) entitled Consumer

awareness and perception to food safety: A consumer analysis, relationships among the

main food safety concerns and food consumption habits of 600 consumers living in

Manisa City center, Turkey were evaluated. Respondents were interviewed face-to-face

by a structured questionnaire. Sixty six questions under different groups (demographics

of respondents, food safety perceptions, and awareness of food-borne illnesses,

contaminants of foods and hazards, sources of food safety information, confidence in

food safety authorities, food handling and safety practices at homes) were asked in the

interview. Data obtained from the study indicated the need for much more consumer

education regarding safe food handling practices in the domestic environment. Food

handling practices and food safety are of public concern, and action is required to prevent

the food-borne illnesses. The study also indicated the need for more education regarding

safe food handling practices, the subject of public concern, and action is required to

prevent food-borne illnesses, TV and radio are important media for sharing the

knowledge of food safety and Government publications are more trusted by the

consumers.

A study conducted by Ishak & Zabil, (2012), entitled Impact of Consumer Awareness

and Knowledge to Consumer Effective Behavior, examines the relationship between

consumers’ awareness and knowledge to effective consumers’ behaviors. The study

employs survey technique to measure three variables comprises of consumer awareness,

knowledge and behaviors. Measurement instruments have been developed in light of

Malaysian context and all items attempt to capture basic requirement for food services

and/or products in conjunction with Malaysian consumers’ rights. Correlation analysis

was used to evaluate the proposed relationships, while differences across gender, location

and education level had been examined through t-test independent group analysis. The

analysis indicates significant relationship between awareness and effective consumer

behavior. The result demonstrates that awareness is prior to effective consumers’

behaviors; while unawareness leads to ignorant and reduction of individual capacity in

protecting and upholding their rights against sellers’ expropriations. Nevertheless,

consumers’ awareness differs significantly between locations in which the urban dwellers

showed lesser awareness compared to the less-urban areas.

Gok et al. (2013) investigated the knowledge and attitudes of university students

in Turkey on consumer rights, aiming at determining whether the consuming preferences

of the youths are based on the true knowledge or not and assessing the knowledge of

youths on the law concerning consumer protection. The study, carried out on a sample of

697 students, attempted to determine whether students were concious consumers or not as

they purchase goods and services. The authors concluded that in general the university

students‟ level of knowledge of the consumer protection act was low (39%); however,

those who were willing to increase their knowledge were higher (48%). Those who made

a formal attempt to any consumer organization were only about 15%, which the authors

concluded that university students used to complain rather than following formal steps

towards protecting their rights.

On a similar context, Güler et al. (2007) studied the knowledge levels and

attitudes of high school students towards consumer rights. The study found that the

students mostly complained about food, cleaning products and clothes among

commodities besides health, public transportation, and education among services. Gok et

al.‟s (2013) findings are also very similar. The most known consumer right was “the right

to satisfaction of basic needs” while the least known consumer right was “the right to

redress”. Students mostly considered the existence of „warranty‟ the most important

issue when they bought. The vast majority of them (85%) also considered the seller first
to apply, given that the product was defective. The study pointed out that students did not

know much about legal regulations about consumer rights, a finding also supported by

Gok et al. (2013).

In the same frame, Kaynak and Akan (2011) studied the importance of consumer

awareness in the protection of consumers based on a field study of households in

Erzurum. The study aimed at determining the level of consumer awareness of the

legislation on consumer rights, consumer originated production and sale policies of

companies, and the works of consumer organizations to protect consumers. It included a

survey study carried out on households and the analysis of data. The study found that

most of the consumers knew about the law on consumer protection and, at the same time,

of the works of consumer organizations; however, they did not know much about

consumer rights. At the same time there were statistically significant differences between

male and female consumers‟ level of knowledge, where males were more knowledgeable

than were females about consumer protection. Additionally, both groups thought that

consumer protection was not sufficient in Turkey. The study included similar analyses

with respect to some other demographic variables such as education, income level, etc.

and found that the level of knowledge about consumer protection increased as the level of

education and income increased among consumers. However, the study found that in

general the level of awareness about consumer rights was low among households in

Erzurum (It should be noted that the study used the data from the year 2008).

Şahin and Kor (2009) studied the factors affecting consumer consciousness about

consumer rights based on a field work in Mersin. They collected data from about 720
consumers and analyzed it with respect to income, education level, age, and sex in order

to determine whether or not those demographic variables affected consumer

conciousness. They concluded that as the income, education level and occupation

affected the consumers‟ conciousness on consumer rights, the age and sex did not have

any effect on consumer counciousness. There are also some other studies done to

determine the level of consumer knowledge and consumer counciousness on consumer

rights (e.g. Tok, 2007; Ersoy ve Nazik, 2004; Mert, 2003). However, most of the studies

can be labelled as old-dated based on the fast-socio-economic changes in communities in

this technological age.

According to the study conducted by Njuguna, Dr. Oloko, Ph.D, Dr.Oyugi,Ph.D,

(2014) entitled Consumer Rights Awareness and its Effect on Consumerism in Kenya: A

Survey of Household Consumers in Nakuru County, The study aimed at investigating the

level of consumer rights awareness and the effect of consumer rights awareness on

consumerism in Kenya through a survey of household consumers in Nakuru County. The

study adopted a descriptive research design involving a mixed method approach. A

sample size of 400 respondents was drawn from 10 administrative sub-locations in

Nakuru East and Nakuru West sub counties of Nakuru County. Multi-stage cluster

sampling technique was used for selecting households. A pre-designed self-administered

questionnaire was used for data collection. Analysis of data was done using descriptive

and inferential statistics using Statistical Package for Social sciences (SPSS) version 19.

Hypothesis test was done using p-values generated from linear regression analysis.

Descriptive statistics indicated a high level of awareness of consumer rights among

respondents. Correlation results indicated a positive but weak relationship between

consumer rights awareness and consumerism. Regression results indicated a positive

relationship between consumer rights awareness and consumerism. Hypothesis test

indicated that consumer rights awareness had a significant effect on consumerism. The

study concluded that most household consumers were aware of their consumer rights but

majority of them were not effectively utilizing the established consumer protection

mechanisms. The study recommended for a policy on consumer education and activation

in Kenya. It also recommended that manufacturers should establish a division for

consumer affairs to listen to consumer complaints addresses their issues.

Synthesis
Conceptual Framework

Cultural Right to Basic

Needs

Social Right to Safety

CONSUMER RIGHTS
Personal Right to Information

Psychological Right to Choose

Right to

Representation
 Right to Redress

Right to Consumer

Education

Right to a Healthy

Environment

Beliefs Feelings

QUESTIONNAIRES:

A. RIGHT TO BASIC NEEDS

A1 Store offers the basic goods that you need.

A2 Store offers the basic goods at a fair price.

A3 Store is able to raise the prices of goods anytime they want to.

A4 You can complain to the store if they do not have what you need.

A5 You can complain to the store if their prices are unreasonable.

B. RIGHT TO SAFETY

B1 Majority of the goods that you buy have safety precautions.

B2 There are goods in the store that are harmful to health.

B3 You can return goods to the store that are expired or obsolete.

B4 Store sells substandard products that wear out/expire easily.

B5 You do not know if the products you are buying are safe or not.

C. RIGHT TO INFORMATION

C1 Goods/products are properly labeled (expiration date, etc.) and contents

properly indicated.

C2 The label gives enough facts and information about the products to

enable consumer to make wise decision in purchasing.

C3 Advertisement usually presents a true picture of the products

advertised.

Advertised products are generally more dependable than unadvertised

C4
products.

C5 Product warranties or guaranties are properly explained to you.

D. RIGHT TO CHOOSE

D1 Store offers wide variety of product for consumers to choose from.

D2 Wide variety of products makes intelligent buying difficult.

D3 You choose highly priced goods because they are better in quality

D4 Advertisement influences your choice of what goods to buy

D5 Store’s salesperson influences your choice

E. RIGHT TO REPRESENTATION

E1 You know where to go if you have a complaint.

E2 You know what to do if you have a complaint.

E3 Store is more sensitive to consumers’ complaints now than in the past.

E4 When you have problems with products you have purchased, it is usually easy to

return them.

E5 The store’s policy in handling complaints and settling grievances of consumers

are satisfactory.

E6 Store has “Consumers’ Service Desk."

F. RIGHT TO REDRESS

F1 Store encourages return of products if consumers are not satisfied.

F2 The quality of service provided by store to complaining customers is getting

better.

F3 Store is willing to replace defective product complained about.

F4 You are generally satisfied with the store’s response when complaining about

defective product and ask for reimbursement of your money.

G. RIGHT TO CONSUMER EDUCATION

G1 You welcome laws that will protect consumers against malpractices in the market place.
G2 You will participate in seminars on consumers’ education.

H. RIGHT TO A HEALTHY ENVIRONMENT

H1 You consider environmental pollution a major responsibility of the business

establishments.

H2 You will pay higher prices for products that will cause less environment pollution.

H3 Business establishments are concerned about environmental pollution.