CONSUMER BEHAVIOUR IN RURAL AREAS IN CHITTOOR DISTRICT OF ANDHRA PRADESH

Abstract

A consumer is one who buys any goods or services, by paying its price, either for his own consumption or for his livelihood. Therefore, everybody is a consumer in one way or the other way. Philosophers and thinkers have regarded consumers as the base of every business. But it is still a common practice that businessmen exploit the consumer with regard to quality, quantity, weight, price and the related factor involved in the daily business transaction. Ignorance is one of the prominent factors contributing in the exploitation and most prevalent among the rural mass. Hence, keeping in view the vital goal of consumer welfare, grass root level survey has initiated to observed, understand and analyze the behavior of the rural consumers with particular to weaker section, This paper are aiming to find light on the exploitation of rural consumers and to construct array of hope for the well-being of the rural mass, it is also advisable to concerned organisation must also take initiative in this regard to ensured better reformation of consumers on the awareness of their rights and protection act. This paper is focus on the consumer behavior in rural areas in chittoor district of Andhra Pradesh.