Research Paper Commerce E-ISSN No : 2454-9916 | Volume : 2 | Issue : 4 | April 2016

1 2Mohamed Abbas Khan G | Dr. G. P. Raman 1 Research Scholar, Bharathiar University, Coimbatore.2 Controller Of Examinations, SCSVMV University, Kanchipuram.

107International Education & Research Journal [IERJ]

INTRODUCTION:Consumer is the king of the market is a slogan taught to us but in real time this has to be tested because every now and then consumers are getting trapped in strate-gies of giant marketers this study is a measuring tool to check how far they pro-tect themselves in the vast market. Only a Little analysis and discussion of con-sumerism in developing countries appear in the literature. These discussions have to be more live and should reach the common man. Most research in devel-oping countries has examined budding consumer organizations. Consumers believe that advertising makes them buy things which they really do not need. Consumers do not look for any measure for sorting out the problems in their nor-mal course of business their attitude towards protective agencies regulated by the government is not favorable as they are complicated and time consuming mod-ern consumer needs a modern method of rederessal or even say mobile Redressal. The mission of the Government of Tamil Nadu is to empower all con-sumer segments of the State to obtain a just deal with the purchase of goods and services in the State of Tamil Nadu and to uphold consumer rights. The biggest challenge for the government is Traditional Indian mindset which always looks to stay away from legal procedures and court matters. Educational institutions like schools and colleges should take responsibility in transforming the coming generations.

STATEMENT OF THE PROBLEMFear among the consumers mind persists regarding filing of cases against com-panies for false promises which in the long run lead to consumer exploitation taken in light sense, because of poor resistance shown by consumers. This study will put on light on the attitude of consumers towards complaining and will dis-tinctly show the fear and misery of consumers to protect their own rights assured by the Consumer Protection Act.

LITERATURE REVIEWMinh b. Pham 2010 There are many cases in which the harm for individual con-sumers is not big enough for them to file a claim in court. But the aggregated cost for all consumers is huge. Hakim, Iqbal Ahmad 2015. Consumers believe that the messages in advertisements are exaggerated to a considerable degree. The con-sumers in general do not take their responsibilities as informed consumers. Con-sumers have positive opinion about the information available to make better pur-chase decisions. More than three-fourth of respondent's view high complaining costs, tedious and time consuming procedures and insignificant compensation. Yakoob C. (2015) The study assessed the problems of consumer movement in India. The consumers does not have positive and long range objective. Consum-ers ignorance and negative attitudes also have contributed towards the retarded growth of the movement. Hung-pin shih, kee-hung lai, and T.C.E. Cheng pub-lished an article in international journal titled Informational and relational influ-ences on electronic word of mouth: An empirical study of an online consumer dis-cussion forum. They concluded that Word of mouth communication as an ele-ment to predict the consumer attitude online. Which serves as an information exchange but also as a social exchange via online consumer discussion forums. eWOM becoming increasingly important in shaping consumer attitudes and behaviours. N.Criag Smith.Daniel G.Goldstein. And Eric J. Johnson large scale efforts are done by giant companies to change the thinking habbit of the consum-ers and they are successful too.

OBJECTIVES OF THE STUDY1. To evaluate the level of consumers attitude towards complaining in con-

sumer forums

2. To analyze the level of consumers satisfaction towards protection of con-sumer rights

3. To suggest the expectations of consumers for better consumer protection

LIMITATIONS OF THE STUDYThe study is confined only to users of consumer durables residing in Chennai. The study is based on the consumer's awareness on consumer laws and their atti-tude towards complaining in consumer forums. The sample for the study would be on convenience to the researcher with select shopping centers in Chennai.

HYPOTHESES OF THE STUDY1. H01: There is no significant relationship between the income and attitude

towards complaining in consumer forums.

2. H02: There is no significant relationship between awareness of consumers' rights and educational profile of respondents.

RESEARCH METHODOLOGYThe present study is empirical in nature and adopts the survey method. The study was conducted in two stages; with a preliminary pilot study, followed by the main study. A Structured questionnaire is used to collect information from the consum-ers of packaged food products.

Sources of DataThe study primarily depends on primary and secondary data. The primary data is collected from the consumers at shopping malls, and business places. The sec-ondary data is collected from journals, magazines, publications, reports, books, dailies, periodicals, Articles, Research papers, websites, manuals and booklets etc.,

Sampling DesignThe convenient sampling method is used, for selecting the sample from the uni-verse of consumers of durables in Chennai. The questionnaire is administered to 150 consumers of durables.

Statistical tools used for analysis1. Percentage analysis2. Chi-square Test

ANALYSISReliability Statistics

The alpha coefficient for the four items is .799, suggesting that the items have rel-atively high internal consistency, a reliability coefficient of .70 or higher is con-sidered "acceptable" .

ABSTRACT

This study is of immense significance in today's scenario as the business is divergent and expanding day by day with various promotional tactics. Most of the consumers experience some sort of discomfort in day to day purchases, but the majority of it could not rise against it. This research work examines the attitude of consumers of consumer durables in Chennai towards the functioning of consumer forums. The study anslyses on the elements for hesitation among the consumer's regarding filing of cases against companies. The focus is on enabling the consumers to regularly update themselves with available consumer rights and live a healthy and prestigious life.

KEYWORDS: Consumer attitude, consumer forums, consumer education.

A�STUDY�ON�THE�CONSUMERS'�ATTITUDE�TOWARDS�COMPLAINING�IN�CONSUMER�FORUMS�IN�CHENNAI

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Cronbach's alpha No. of Items

0.799 20

Research Paper E-ISSN No : 2454-9916 | Volume : 2 | Issue : 4 | April 2016PERCENTAGE ANALYSIS:

Table 1:

Source: Primary Data

Interpretation:It is inferred from the above table that 13% of respondents are in the age group of 20 and below.23% of respondents are in age group of 21-30years. 26% of respon-dents are in age group of 31-40. 15% are in age group of 41-50.23% of respon-dents are in age group of 51 and above. Hence it is concluded that majority of respondents in this study are in the age group of 31-40.

Table 2:

Interpretation:It is inferred from the above table that 50% of the respondents are male and rest of the 50% respondents are female.Hence it is concluded that male and female are in equal proportion in order to have unbiased results based on gender.

Table 3:

Source: Primary Data

Interpretation:It is understood from the above table that 20% of respondents are getting Rs.10, 000 and below income. 25% are in 10,001 to 20,000 income category.29% are in 20,001 to 30,000 income category. 19% are in Rs.30,001 – Rs.40,000. 07% are in Rs. 40,001 and above income category.it is concluded majority of the respon-dents are in the income group of Rs.20,001 to RS.30,000 income category.

CHI - SQUARE

TABLE - 4Relationship between age and knowledge of complaining in consumer

forums:

Null Hyopothesis H : there is no relationship between age and knowledge of 0

complaining in consumer forums.

Alternative Hyopothesis H There is relationship between age and knowledge 1:

of complaining in consumer forums.

Level of significant: 5%

Observed value: 17.33

Degrees of freedom : 3

Tabulated value: 7.81

The observed value is greater than tabulated value so we reject the null hypothe-sis H and accept the alternative hypothesis H Therefore, there is significant rela-0 1.

tionship between age of the respondents and knowledge of complaining.

FINDINGS AND CONCLUSION:Consumers are more updated with the latest technology in their hands and they get updated through all means of social networking all over the world now the concern has to be more on eliminating the fear of traditional Indian mindset which prohibits them to go to courts and legal matters.

Age contributed to the knowledge of complaining in consumer forums and developing positive attitudes towards consumer laws and organizations.

REFERENCES

1. Alternative approaches to consumer protection, the doctrine of strick liability: policy studies review, vol.2.No.3 february, 1983

2. International Journal of Electronic Commerce Published online: 08 Dec 2014 pages 137-166

3. N. Craig Smith, Daniel G. Goldstein, and Eric J. Johnson (2013) Choice Without Awareness: Ethical and Policy Implications of Defaults. Journal of Public Policy & Marketing: Fall 2013, Vol. 32, No. 2, pp. 159-172.

4. http://www.consumer.tn.gov.in/

108 International Education & Research Journal [IERJ]

Age No. of respondents Percentage

20 and below 20 13

21-30 34 23

31-40 39 26

41-50 22 15

51 and above 35 23

Total 150 100

Gender No. of respondents Percentage

Female 75 50

Male 75 50

Total 150 100

Monthly Income No. of respondents %

Rs.10,000 and below 30 20

Rs,10,001 to Rs.20,000 38 25

Rs.20,001 to RS.30,000 44 29

Rs.30,001 to Rs.40,000 28 19

Rs. 40,001 and above 10 07

Total 150 100

Age/ knowledge of complaining

20 and below 21-30 31-40 41-50 51 and above Total

yes 1 11 20 18 5 55

No 14 33 19 14 15 95

Total 15 44 39 32 20 150