CONTENTS

S.No. Particulars Pg
1. Letter of Authenticity 03
2. Abstract 04
3. Introduction 5-6
4. Review of Literature 7-8
5. Objectives of the Study 08

6. Methods 08-09
6.1 Population & Sampling 08
6.2 Data Collection Method 09
6.3 Research Design 09
6.4 Data Analysis Tool 10-20
7. Executive Summary 21

8. Major Findings 22
9. Discussion & Conclusion 23
10. Annexure 24-26
11. Respondents Record 27-227

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 CONTENTS -
List of tables & Graphs

S.No. Particulars Pg. No.

1. Gender 10
2. Age Group 11
3. Marital Status 12
4. Professions 13
5. Educational Qualification 14
6. Income Group 15
7. Advertisement 16
8. Advertiser 17
9. Medium 18
10. Still Using Same Brand 19
11. If “NO” give reason 20

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 LETTER OF AUTHENTICITY
Title:Impact of “Jago Grahak Jago” on Students, Businessman, Teacher.
Date: 7 April 2018
The Research that accompanies this letter, done on “Impact of “Jago Grahak
Jago” on Students, Businessman, Teacher” is completely original and free of
plagiarism. Figures and percentages found in this research project are completely
based on our findings, and not duplicated from anywhere.

Signature of members:

Raj Kumar Yadav

Ritesh Srivastava

Rohit Sardar

Pramod Kumar Khillo

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2. Abstract:
Customer mindfulness has turned into an imperative issue and a
political, monetary and social worry in creating nations. A great many
individuals kicks the bucket from taking contaminated substances and
eating copy pharmaceuticals. In India, the legislature has found a way
to ensure customers and in 2005 the Govt. of India began a national
crusade "Jago Grahak Jago" to make mindfulness among buyers. The
trademark 'Jago Grahak Jago' crusade has now turned into an
extremely famous in each Indian family unit. The destinations of the
investigation are measure the present level of buyer mindfulness and
assess the impact of "Jago Grahak Jago "on the understudies. An
example of 50 under studies was haphazardly chosen from a college
student, businessman, and others service holders. The information was
gathered through appropriating polls in English. The investigation
reasons that there is a huge impact of broad communications battles
on customer purchasing conduct yet this change is for the most part
casual. There is no information execution in viable way. Along these
lines, instruction isn't the best way to control the issue however
something more is expected to check the issue.

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3. Introduction

After finding a low level of consumer rights among public, Govt. of India
started a national level-media awareness campaign, Jago Grahak Jago,
in 2005. The slogan ‘Jago Grahak Jago’ has now become a household
name as a result of the publicity campaign undertaken in the last 8
years. Apart this argument, some research findings also concluded that
the campaign has not touched the masses, like rural population which
accounts for 70%. Despite this truth, Multi-media publicity campaign
are being undertaken through print and electronic media on the issues
that are directly relevant to the role of the department such as ISI,
Hallmark, Labeling, MRP, Weights and Measures etc. Each
advertisement is released through a network of national as well as
regional newspapers throughout the country.
In India, reducing the economic disparity, increasing the level of
education, ending the ignorance, educating the consumers are remains
a gigantic task. The consumers have been facing a number of hardships
such as defective goods, deficiency in services, unfair trade practices
and also restrictive trade practices. But still, consumers are cheated to
rupees in crores annually through various device invented by clever
businessman, producers and traders, (Annon; 1995).
It is confirmed that mass media campaigns influence the mind, attitude
and habits of public. Mass media motivate them to buy their product,
and article more intelligently and cleverly. But every year thousand
cases of cheating buyers, dying after eating adulterated medicines and
sweets etc. are registered. So it is said that there is a vast ignorance and
pessimistic approaches among buyers in India resulting health
deterioration, economic burden, mental pressure and other physical

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deformities. Today, youth holds a 35% of population in India and they
are too great buyers

Studies have shown that customers decide more quickly from among a
number of options that includes one known brand than they decide
with a set that includes only unfamiliar ones. Upon exposure to other
brands, the instances of selecting the original based on awareness
declined, but most still chose the same high-awareness brand they
picked initially. Consumers in a study conducted under the auspices of
two Australian universities sampled fewer brands in product trials when
there was awareness of one of the brands than in studies in which all
were unknown.
There is a vast ignorance and pessimistic approaches in Indian buyers,
resulting health deterioration and other physical deformities.
Somehow, the mass media is playing a catalytic role to raise the
awareness level of consumers. Consumers get exploited in the
market.The media is playing vital role in creating awareness to the
consumers. Many people are ignorant of their rights to get protected
against the exploitation by so many others.
Consumer does not go to the consumer court because they think it
wasting of time and money. This passiveness and submissive attitude of
consumers are increasing the unfair trade practices. Most people either
do not ask the shopkeeper for receipts when they buy something. So
they don’t have evidence to pursue the cases. Even when they have the
evidence, they do not want to get into unending proceedings.

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4. Review of Literature
The use of media such as television and radio has demonstrated
success in increasing awareness of consumer issues, creating positive
attitudes and social norms for preventive behaviors, and, in some
cases, changing behaviour.
People as a consumer in India prefer to absorb and tolerate the wrong
done to them rather than taking a stand against injustice. Mostly this
happened because consumers did not know the ways and means of
facing them confidently. Further, due to lack of alternative and options
the things has become bad to worse .
According to the study conducted by MeenaSiwach and A.S. Dahiya
(2009)the rural people did not check ISI mark, AGMARK and hall marks
on the products while urban consumer often check these marks on the
products. Similar study done by Sehrawet and Kundu (2007) concluded
that transparency and similarity of packaging have less impact on
buying decisions of rural consumers than urban ones. However, rural
consumers are more critical about packaging as they strongly consider
that it contributes to misleading buyers and is also an environmental
hazard.
Dr. Abhigyan Bhattacharjee (2013) in his study concludes that the level
of consumer education and awareness among rural people is very much
low and poor. The existing knowledge about consumer, particularly,
while purchasing a product is not adequate. So there is a need to
increase the level of education and awareness. He suggests that
Consumer awareness camps, seminars on consumer rights and
government officials can play a positive role in this regard.
A news article written by Kuldeep Chauhan (2009) explains that the
consumer movement is yet to gain ground in hill places as awareness

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about the consumer forums and consumer rights remains low even in
major towns like Shimla, Mandi, Solan, Kullu, Dharamsala and
Hamirpur.
Dr. N. Sundaram, and C. Balaramalingam (2012) study termed that least
educated people had low awareness about consumer rights in rural
areas. The study also revealed that normally the women showed low
level of awareness about consumer rights due to their low level of
education and low socio-economic status. The study suggests that
exposure of mass media, awareness training camps organise by
Government, and other educational institutions can improve the
awareness level of consumer rights in the rural and remote areas.

5. Objectives of the Study

The objective of the study is to investigate the effect of mass media

messages on consumer rights to increase his consuming knowledge and
help him to choose better services. Precisely, the study will emphasize
on two primary purposes:

I) To find out the effect of “Jago Grahak Jago” mass media

campaign on the attitude and behaviour of students.
II) To explore the level of consumer awareness among students.

6. Methods

6.1. Population and Sampling

This study was targeted to all the students in the collage ,business mans
studying and doing their business at the KIIT University (Bhubaneswar)

8
and also in Nepal. A purposive sample of 50 was taken for the study
and both male and female were included in the sample.

6.2. Data Collection Method

An audience survey was conducted to collect the data. Questionnaires

in english were distributed to the students & businessmans on their
spare times in the University and also outside the campus also.
6.3 Research Design
We have used Descriptive Research Design for collecting data whose
objective is to describe certain business characteristics or functions.

6.4. Data Analysis Tool

This was a quantitative research and according to the objectives of the

research statistical analysis is used to explain the data. Then, gathered
data was coded, summarized and tabled.

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GENDER
First of all, we found out that there are more number of male
respondents in comparison to Female respondents toward “Impact of
Jago Grahak Jago” on student, teacher, businessman and others.

Gender Count Percentage

Male 30 60%
Female 20 40%
Total 50 100%

GENDER
Male Female
30

20

MALE FEMALE

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AGE
The age ranges from 16 to 25, with most values at the low end. The
median is 20. The result shows us that there are more number of
teenagers on whom there is more impact.

Age Group Count Percentage

Below 20 14 28 %
21-25 33 66 %
26-30 0 0%
31-35 2 4%
35 & Above 1 2%

36 & Above
2%
Age Group
31-35
4%

Below 20
28%

20-25
66%

Below 20 20-25 31-35 36 & Above

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Marital Status
In our study the respondents who have responded their impact on “
Jago Grahak Jago” are unmarried in more number in comparison to the
married respondents which shows that unmarried respondents are
most frequent in using the product which has impact of “jago grahak
jago”.

Marital Status Count Percentage

Married 46 92%
Unmarried 04 08%
Total 50 100

Marital Status
50
45
40
35
30
25
20
15
10
5
0
Category 1

Unmarried Married

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Professions
Most of the respondents were students while there were very less of all
the other people from all the other professions.
Occupation No. of People Percentage
Businessman 1 2%
Student 44 88 %
Teacher 1 2%
Others 4 8%
Total 50 100%

Profession

8% 2%
2%

88%

Businessman Student Teacher Others

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Educational Qualification
Maximum number of respondents are undergraduate level students and
very few are graduate, post graduate and others.
Edu. Qualification No. of People Percentage
Undergraduate 46 88%
Graduate 4 8%
Post graduate 1 2%
Others 1 2%
Total 50 100%

Edu. Qualification
100

90

80

70

60

50

40

30

20

10

0
Businessman Undergraduate Graduate Post Graduate Others

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Income Group
Income data is very necessary to know because it shows how frequently the respondents are buying the
goods and services to know the impact of “ Jago Grahak Jago” on them. From the data which we have
calculated shows that the income group less than 100000 are most frequent consumers.

Monthly Income Count Percentage

Below 100000 31 62 %
100001-250000 2 4%
250001-400000 3 6%
4000001-500000 3 6%
5000001 & Above 2 4%
Unidentified 9 18 %
Total 50 100%

Category
35

30

25

20

15

10

0
Below 100000 100001-2500000 250001-400000 400001-500000 500001 & Above

Below 100000 100001-2500000 250001-400000

400001-500000 500001 & Above

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Advertisement
When we asked them about that they have seen the advertisement of “Jago Grahak Jago” then
maximum have given the positive response that they have seen.

Answer Count Percentage

Yes 47 90%
No 3 2%
Total 50 100%

100

90

80

70

60

50

40

30

20

10

0
Yes No

Yes No

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Do you know who is the advertiser of “Jago Grahak Jago” ?
Response Count Percentage
Yes 30 60%
No 20 40%
Total 50 100%

Response
70

60

50

40

30

20

10

0
Yes No

Yes No

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Media where respondent have seen the advetisement.
Media Count Percentage
Television 43 86%
Print 5 10%
Billboards 2 4%
Total 50 100%

Medium

Television Print Billboards

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If the answer to the above question is "YES", give reason for
still using brand ?
Response Count Percentage
No Alternatives 7 14 %
Convenience 7 14 %
Manuf. Goodwill 3 6%
Quality 25 50 %
Any Others 8 16 %
Total 50 100 %

Response
30

25

20

15

10

0
No Alternatives Convenience Manuf. Goodwill Quality Any Others

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If the answer to the above questions is "NO" , give the reasons
for such in action ?
Response Count Percentage
Absence of Confidence in 7 14 %
the procedure
No Idea about where to go 7 14 %
and how to lodge complain
Too complex and time 3 6%
consuming system
If Any 33 66 %
Total 50 100 %

Sales

Absenceof confidence in the procedure No idea abt where to go and complain

Too complex and time consuming system If any others

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EXECUTIVE SUMMARY
Jago Grahak Jago is a consumer awareness programme from Ministry of
Consumer Affairs, Government of India. As part of this initiative,
the government has used multiple channels to create consumer awareness
through Print media advertisements, Audio Campaigns, Video Campaigns,etc., are
being used for consumer information and education about initiatives like
Insurance Ombudsman channel.
Here, we have prepared a questionnaire regarding
the impact that is being on consumers through the initiative
“jago grahak jago”. We have used non probability sampling method and we have
circulated the
Questionnaire containing 50 questions among
everyone .
The responses that were collected were
different from each other and they responses and the suggestions were quite
helpful to help consumers to choose their products.

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 MAJOR FINDINGS
In this survey major questions were asked to the
Public like :-
(I) Have they seen the advertisement of “jago grahak jago”.
(II) Does they know the advertiser of “jago grahak jago”
(III) Which brand’s products consumers are using now
(IV) Does they encounter any problem which using the product of the
specific brand
(V) Are they satisfied with their brands
Out of 50 responses collected, maximum of them were
Positive responses for the products they are using and minimum of them are not
happy with their products and
Just want to switch to other brands due to high price and
dissatisfaction with the products.

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6. Discussion and Conclusion

Overall, the results of the study found that Jago Grahak Jago media campaign is
useful to increase the level of the consumer awareness. Though, there is no
satisfactory behavioural and attitudinal change in their buying habits. The study
supports the past studies that there is a great need to do something more to
change the behaviour of consumers.
Public awareness on the rights of consumers has become necessary because it is
taken as an indicator of the progress of a country. Realizing that more than 70%
population under the age of 35 years is using the internet in a big way, a major
initiative is being taken to spread consumer awareness through the internet.
While communication campaign has been effective in increasing awareness
among the people but there is least evidence of the effectiveness of changing the
behaviour and attitude of everybody in a low and middle income country.

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 ANNEXURE

Questionnaire: Impact of “Jago Grahak Jago” on Consumer

This survey is a part of our Business Research methods assignment which focuses on the impact
of “Jago Grahak Jago”.

1. Name:

2. Address ( C.M.C/K.M.c Ward No. ) :

3. Age : Below 20 yrs., 21-25 yrs.,

26-30 yrs., 31-35 yrs.,
36 yrs. And above.

4. Sex : Male
Female
others

5. Marital Status: Married

Unmarried

6. Profession:

7. Education: Under Graduate

Post Graduate
Graduate
Others

8. Income Group: less than 100000p.a

100000 to 250000p.a

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 250001 to 400000p.a
400001 to 500000p.a
Above 500000p.a

Section-B

Q1. Have you seen the Advertisement 'Jago Grahak Jago’?

a) Yes
b) No.

Q2. Do you know who the advertiser of ‘Jago Grahak Jago’ is?
a) Yes
b) No

Q3. Please tick the media in which seen:

I.Print
II.Television
III.Billboards

Section- C

Q1. Are you using the same brand for most of your products?
a) Yes
b) No

Q2. Are you satisfied with the brand you are now using?
A) Yes
B) No

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 C) Uncertain

Q3. If the answer to the above question is (b), give reasons for still using the brand.
a) No alternatives
b) Convenience
c) Manufacturers Goodwill
d) Quality
e) Any other, specify

Q4. Did you encounter any problem while using the brand/product?
A)Yes
B)No

Q5. If the answer to the above question is (b), give the reasons for such inaction.
a) Absence of confidence in the procedure
b) No idea about where to go and how to lodge complain
c)Too complex and time consuming system
d) Any other reason, specify

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