Consumer Awareness Among Rural People in Chittoor District of Andhra Pradesh

Consumers are being exploited by the middlemen and manufacturers, since time immemorial. As the consumer is unorganized, he is the person who ultimately bears all the burden of exorbitant charges and unreasonable profit margins charged by the middlemen engaged in their distributive channels of trade. All the possible media of publicity, advertisement and propaganda -the Newspaper, the Radio, the Television are employed to influence the consumer who is left bewildered. The business community including middlemen, itself has been guilty of resorting to many unhealthy and unethical trade practices, such as the hoarding of essential commodities and black marketing in them, charging exorbitant prices, adulteration of goods, supply of substandard goods, use of false weights and measures, defective advertisement and so on.