International Journal of Advanced Research in Management and Social Sciences

In the country like India, which has a higher population rate and illiteracy rate, there is a great need to increase consumer awareness especially among teenagers. Consumer awareness plays a key role in decision making and benefits society by promoting customer satisfaction, increasing economic stability and creating realistic expectations. The benefits of consumer awareness of an individual include enhanced critical thinking, improved life skills and increased self-confidence. Legal and administrative machinery and consumer redressal system are working in our country under which the consumers can file a complaint in a consumer court and demand justice when they are cheated by the sellers or manufacturers of the products or services. The aim of this paper was to measure the level of consumer awareness among teenagers and also to know their perception about today's market.

The data were collected using a structured questionnaire as well as interview schedule. A total of 120 respondents was considered for the study. Chi square test, weighted average score methods and descriptive statistics were used to analyze the data.

The results indicate that teenagers are not fully aware of quality assurance marks on different products. Generally they check the information like price, expiry and manufacturing date, brand name, etc. given on the labels of the products. The research also indicates that male teenagers are more aware of consumer rights than female teenagers. Demographic variables like gender and age have no significant impact about the consumer awareness among teenagers. Brands, advertisements, and packaging play an important role in the shopping among teenagers.

The outcomes of the study will help Indian policy makers to understand the level of consumer awareness among teenagers and to formulate policies to enhance consumer awareness among teenagers and other consumers also.