Consumers’ Attitudes towards...

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CHAPTER 5

Consumers’ Attitudes towards Consumerism,

Government Regulations and Consumer

Responsibilities

The present chapter discusses the results in respect of consumers‟

attitudes towards consumerism, government regulations and

consumer responsibilities.

Consumer responses were obtained on five point Likert scale from -2

to 2, where -2 stands for „Strongly Disagree‟ and 2 stands for

„Strongly Agree‟. A high score means consumers hold positive

sentiments and vice versa. Multi items scales are used instead of

single item. To avoid agreement response tendencies on the part of

respondents, negative statements have been used which have been

coded reversely at the time of analysis. The scales for these three

aspects, viz., consumerism, government regulations and consumer

responsibilities, are adapted from Barksdale and Darden‟s (1972)

scale. Their scales are slightly modified with the help of mentor for

easy understanding by respondents.

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5.1 Consumer Attitudes towards Consumerism

Consumers attitudes in respect of consumerism are measured with

the help of the following statements: „Safeguarding consumer rights is

an important issue today‟, „The exploitation of consumers by

business firms deserves more attention than it receives‟ and „In

future, protecting consumer interest will be more important‟.

First aggregative results are discussed i.e., consumer attitudes

towards consumerism is examined by taking into consideration the

entire sample, followed by disaggregative results across gender,

marital status, age, income, educational qualification, occupation

and residential area.

5.1.1 Aggregative Results

An itemwise analysis for consumer attitudes towards consumerism is

presented in Table 5.1. For all the items, mean score is above one

meaning thereby that respondents are enthusiastic about the

consumerism issues.

Overall consumers have affirmative sentiments regarding issues

relating to consumerism. A mean score of 1.3 supports this.

Consumers agree that protecting consumer interest is an important

issue and will gain importance in future also. But at the same time,

they feel that consumers‟ exploitation deserve more attention. Thus,

consumerism is viewed very positively by respondents. The result of

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this study complements the earlier findings of Barksdale and Darden

(1972), Barksdale et al. (1982), Barker (1987), Uray and Menguc

(1996), Orel and Zeren (2011) and Jain (2011). They reported in their

studies that consumerism is viewed very positively by respondents.

5.1: Consumers Attitudes toward Consumerism

Scale/item

Aggregative

Mean Score

Consumerism

1. Safeguarding consumer rights is an important issue today.

1.13

2. The exploitation of consumers by business firms deserves more attention than it receives.

1.34

3. In future, protecting consumer interest will be more important.

1.27

Mean Score 1.25

NOTES: 1. Responses were obtained on a Likert scale of -2 to 2 where -2 = Strongly

Disagree and 2 = Strongly Agree. 2. Mean score of consumerism lie in the range of -2 to 2.

5.1.2 Disaggregative Results

In this section consumers‟ attitudes towards consumerism are

discussed on a disaggregative basis, i.e., across demographic

variables. Overall mean values are used for the disaggregative

analysis because high reliability with cronbach alpha value of .930

has been displayed by the consumerism scale in chapter three. To

compare the attitudes of consumers towards consumerism across

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demographic variables, the following null hypothesis is put to test.

H5.1: Consumer attitudes towards consumerism do not differ

significantly across demographic variables (gender, marital status,

age, income, educational qualification, occupation and residential

area).

Gender: With respect to consumerism issue high mean scores of 1.3

by male and 1.1 by female respondents indicate that respondents of

both groups are quite optimistic about consumerism issues. But men

have significantly more positive views than women (see Table 5.2).

5.2: Consumers Attitudes toward Consumerism across Gender

N Mean Std.

Deviation P value

Consumerism

Male

222 1.3408 0.9919 .050*

Female

195 1.1436 1.0584


Disagree and 2 = Strongly Agree. 2. Mean scores range from -2 to 2. 3. * signify that difference is significant at 5% since p ≤ .05.

Age: One–way ANOVA reveals significant differences among the four

age groups for consumerism in Table 5.3. Consumers of all age

groups view consumerism positively and are optimistic about the

issue. However, the enthusiasm for consumer activities decreases

with increase in age. Under 25 age group respondents with the

elevated mean score of 1.6 have displayed the most favorable

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attitudes while above 65 age group respondents with low mean score

of .44 exhibited the least favorable attitude.

5.3: Consumers Attitudes toward Consumerism across Age

N Mean Std.

Deviation P value

Consumerism

Under 25

155 1.6452 0.5905

25-44

112 1.3780 1.0450 .000**

45-64

94 0.9326 1.1153

Above 65

58 0.4368 1.1651


Disagree and 2 = Strongly Agree. 2. Mean scores range from -2 to 2. 3. ** signify that difference is significant at 1% since p < .01.

Education: It can be gauged from Table 5.4 that respondents across

all education groups have displayed favorable attitudes towards

consumerism. But post graduates have exhibited significantly more

favorable attitudes towards consumerism than under graduates.

Better educated consumers are supposed to be more receptive to the

idea of consumer movements and thus support them. A high mean

score of 1.9 for post graduate respondents in contrast to .81 under

gradate respondents regarding consumerism validates this.

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5.4: Consumers Attitudes toward Consumerism across Educational Qualifications

N Mean Std.

Deviation P

value

Consumerism

Under-Graduate 197 0.8122 1.1863

Graduate 119 1.4314 0.8030 .000**

Post-Graduate 78 1.8590 0.3246

Others 23 1.8841 0.2380

NOTES:

1. Responses were obtained on a Likert scale of -2 to 2 where -2 = Strongly Disagree and 2 = Strongly Agree.

2. Mean scores range from -2 to 2. 3. ** signify that difference is significant at 1% since p < .01.

Occupation: Significant differences are revealed through ANOVA test

for the six categories of occupations. However, irrespective of

occupational groups to which they belong, respondents have

demonstrated positive attitudes towards consumerism issues. It can

be easily figured out from Table 5.5 that respondents belonging to

professional group with very high mean score of 1.9 have the most

favorable attitudes while housewives have comparatively low mean

score of .75 regarding consumerism. This suggests that respondents

employed in prominent occupations have the more flattering attitudes

towards consumerism.

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5.5: Consumers Attitudes toward Consumerism across Occupations

N Mean Std.

Deviation P

value

Consumerism

Students 108 1.5895 0.6707

Housewives 107 0.7508 1.1674

Service 54 1.3519 0.9235 .000**

Business 49 1.3061 1.0157

Professionals 60 1.9000 0.3087

Others 37 0.4414 1.2399



Income: While comparing consumerism across the four income

groups, significant differences are found among the respondents

falling in different income groups. It can be established from the

results of Table 5.6 that respondents of higher income groups have

more favorable attitudes towards consumerism. A high mean score of

1.8 for respondents having family income of above Rs 60,000 per

month against comparatively low mean score of .65 for respondents

belonging to below Rs 20,000 monthly family income group provides

testimony for this.

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5.6: Consumers Attitudes toward Consumerism across Monthly Family Income

N Mean Std.

Deviation P value

Consumerism

Below Rs 20,000 162 0.6502 1.1823

Rs 20,000 – Rs 40,000 69 1.4976 0.7312 .000**

Rs 40,001 – Rs 60,000 90 1.6111 0.7416

Above Rs 60,000 91 1.7875 0.4728

NOTES:

1. Responses were obtained on a Likert scale of -2 to 2 where -2 = Strongly Disagree and 2 = Strongly Agree.


Marital Status: Significant differences are found across marital status

for consumerism. Unmarried consumers have exhibited more

favorable attitudes towards protection of consumer rights than

married respondents. High mean score of 1.7 for unmarried

respondents and relatively low score of .96 for married respondents

concerning consumerism provides support for this.

5.7: Consumers Attitudes toward Consumerism across Marital Status

N

Mean Std.

Deviation P

value

Consumerism

Married 253 0.9552 1.1504 .000**

Unmarried 166 1.6908 0.5727



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Residential Area: Irrespective of residential areas, all respondents

have shown positive attitudes towards consumerism. But urban

consumers have displayed significantly more positive attitudes with a

mean value of 1.4 against a comparatively low mean value of .85 for

rural consumers. The reason for low mean score of rural consumers

in comparison to urban consumers regarding consumerism may be

because rural consumers are passive by nature and less educated.

5.8: Consumers Attitudes toward Consumerism across Residential Area

N Mean Std.

Deviation P value

Consumerism

Urban 280 1.4440 0.9210 .000**

Rural 139 0.8489 1.1173



On the basis of above discussion for demographic variables, it can be

inferred from Tables 5.2 to 5.8 that significant differences exist in

respect of consumer attitudes towards consumerism across gender,

age, educational qualification, occupation, income groups, marital

status and residential area. Hence, null hypothesis (H5.1) is rejected

and alternative hypothesis that consumers attitudes towards

consumerism differ across demographic variables is accepted.

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5.2 Consumer Attitudes towards Government Regulations

Consumer attitudes towards government regulations depict the

extent to which consumers want government to come forward to

protect them. A positive score emphasizes that government controls

are important to the consumers and they want more government

regulation while a negative score means consumers do not want

further government control. To know how the consumers perceive

government interventions, a five item five point Likert scale is

employed.

The scale of government regulations comprises five statements „The

government should exercise more responsibility for regulating the

prices, advertising, sales and other marketing activities‟, „The

government should set minimum standards of quality for all products

sold to consumers‟, „The government should test competing brands of

products and make the results of these tests available to consumers‟,

„In general, self–regulation by business itself is preferable to stricter

control of business by the government‟ and „A central agency of

consumer protection at the national level is needed to protect and

promote the interests of consumers‟. To avoid agreement response

tendencies on the part of respondents negative statements were also

included these statements were reverse coded at the time of analysis.

First analysis is presented on aggregative basis, and in next section

consumer views are compared across demographic variables (gender,

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age, educational qualification, occupation, family income, marital

status and residential area).


A sky-scraping score of 1.4 in respect of government regulations

signifies that consumers are enthusiastic about government

regulations. They want government to regulate the marketing

activities and to manage the various marketing tactics adopted by the

firms, implying that consumers do not consider themselves

sophisticated enough to protect themselves against unscrupulous

activities of marketers and view marketing activities with mistrust.

The result of this study is very much in agreement with earlier

findings of Barksdale and Darden (1972), Barksdale and Perreault

(1980), Barksdale et al. (1982), French et al. (1982), Barker (1987),

Vardarajan and Thirunarayana (1990), Darley and Johnson (1993),

Uray and Menguc (1996), Bhuian et al. (2001), Lysonski and

Durvasula (2003) and Jain (2011). In their studies they found that

respondents have positive views about government regulations.

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5.9 Consumer Attitudes towards Government Regulations

Scale/item Aggregative Mean Score

Government Regulations

1. The government should exercise more responsibility for regulating the prices, advertising, sales and other marketing activities.

1.26

2. The government should set minimum standards of quality for all products sold to consumers.

1.37

3. The government should test competing brands of

products and make the results of these tests available to consumers.

1.43

4. In general, self–regulation by business itself is preferable to stricter control of business by the government.(R)

1.40

5. A central agency of consumer protection at the national level is needed to protect and promote the interests of consumers.

1.37

Mean Score 1.37


Disagree and 2 = Strongly Agree. 2. Mean score of government regulations lie in the range of -2 to 2.

3. Items with (R) were reverse coded for computing the overall mean score.


Consumers‟ attitudes in respect of government regulations are here

discussed on disaggregative basis. It may, however, be pointed out

that the discussion in this sub-section is based on overall mean score

rather than mean score for each item for the reason that government

regulation scale in chapter three was found to be having high

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reliability, the cronbach alpha value being .938. To investigate

differences in the attitudes of consumers towards the government

regulations across demographic variables, the following null

hypothesis is formulated and put to test.

H5.2: There are no significant differences in the attitudes of

respondents regarding government regulations across demographic

variables (gender, age, educational qualification, occupation, family

income, marital status and residential area).

Gender: Respondents of both genders are quite enthusiastic about

government regulations. A mean score of 1.4 and 1.3 for male and

female respondents respectively validates this. It indicates that

Indian respondents want government to set minimum standards

which need to be followed by business firms.

5.10: Consumers Attitudes toward Government Regulations across Gender

N Mean Std.

Deviation P value


Male

222 1.4387 0.8575 .085

Female

195 1.2862 0.9457


Disagree and 2 = Strongly Agree.

2. Mean scores range from -2 to 2.

Age: One–way ANOVA has revealed significant differences across age

groups for government regulations (see Table 5.11). Respondents of

age group under 25 with a mean score of 1.6 have most favorable

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attitude towards government regulations compared to above 65 who

have displayed least favorable attitudes with a mean score of .93,

implying that older respondents do not trust that government would

be able to protect them and view even government activities with

doubt.

5.11: Consumers Attitudes toward Government Regulations across Age

N Mean

Std.

Deviation

P

value


Under 25

155 1.6000 0.5555

25-44

112 1.4375 0.9371 .000**

45-64

94 1.1681 1.0195

Above 65

58 0.9276 1.1368



Education: It can be gauged from Table 5.12 that respondents across

all education groups have exhibited positive attitudes towards

government regulations. However, on a close scrutiny it has been

ascertained that post graduate group respondents have echoed

significantly more favorable attitudes towards government regulations

than under graduate and graduate category respondents; implying

that better educated consumers have greater trust on government

and they want a central agency of government to promote and protect

their interests.

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A high mean score of 1.9 for post graduates in contrast to .98 for

under gradates regarding government regulations substantiates this.

5.12: Consumers Attitudes toward Government Regulations across

Educational Qualifications

N Mean Std.

Deviation P

value



Graduate 119 1.5681 0.6566 .000**


Others 23 1.8435 0.1805



Occupation: Irrespective of the occupational groups to which

respondents belong, respondents across all occupations have

demonstrated positive attitudes towards government regulations (see

Table 5.13). Significant differences are revealed among the

occupational groups with respect to their attitudes towards

government regulations through ANOVA test. It can be easily figured

out that respondents belonging to professional group with a high

mean score of 1.9 have the most favorable attitudes while housewives

have comparatively low mean score of .98 with respect to government

regulations.

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Occupations

N Mean Std.

Deviation P

value


Students 108 1.5963 0.6126

Housewives 107 0.9776 1.0630

Service 54 1.4667 0.9405 .000**

Business 49 1.3633 0.9351


Others 37 0.8757 1.0492



Income: Respondents of higher income group have significantly more

favorable attitudes towards government regulations than lower

income group respondents (see Table 5.14).

A high mean score of 1.8 for respondents having family income of

above Rs 60,000 per month against respondents belonging to below

Rs 20,000 monthly family income group with a relatively low mean

score of .83 with respect to government regulations provides evidence

for this.

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Monthly Family Income

N Mean Std.

Deviation P value


Below Rs 20,000 162 0.8259 1.1283

Rs 20,000 – Rs 40,000 69 1.6000 0.6183 .000**

Rs 40,001 – Rs 60,000 90 1.7222 0.3929

Above Rs 60,000 91 1.8220 0.2449




for government regulations. Unmarried consumers exhibit more

favorable attitudes towards government regulations than married

respondents. A high mean score of 1.7 for unmarried respondents

and a comparatively low score of 1.1 for married respondents

concerning government regulations testimonies this.

5.15: Consumers Attitudes toward Government Regulations across Marital Status

N

Mean Std.

Deviation P

value


Married 253 1.1455 1.0098 .000**

Unmarried 166 1.7036 0.5561



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Residential Area: Significant differences are found between urban and

rural consumers with respect to their attitudes towards government

regulations. Urban consumers being knowledgeable about their

rights want government to play a proactive role in promoting and

protecting their interests. Urban consumers high mean score of 1.6

against rural consumers comparatively low mean score of .91

regarding government regulations corroborates this.


Residential Area

N Mean Std.

Deviation P value


Urban 280 1.5921 0.7389 .000**

Rural 139 0.9122 1.0213



On the basis of discussion made with respect to consumers attitudes

towards government regulations across demographic variables, it can

be concluded from Tables 5.10 to 5.16 that consumer attitudes in

respect of government regulations differ significantly across age,

educational qualification, occupation, income groups, marital status

and residential area. However, for gender, findings are statistically

insignificant with respect to government regulations therefore null

hypothesis may be accepted partially.

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5.3 Consumer Attitudes towards Consumer

Responsibilities

An attempt has been made to determine consumer attitudes towards

their own responsibilities by using a five point Likert scale (-2 to 2)

where -2 stands for „Strongly Disagree‟ and 2 stands for „Strongly

Agree‟. The attitudinal data in respect of consumer responsibilities is

collected through three statements „Consumers are willing to pay

higher prices for environmental friendly products‟, „Concern for the

environment does not influence the product choices made by most

consumers‟ and „Many of the mistakes that consumers make in

buying products are the result of their own carelessness or

ignorance‟. Negative statements were coded reversely at the time of

analysis. At first aggregative items wise analysis is presented and

later on disaggregative analysis is discussed across demographic

variables.


The mean value of various items measuring consumer responsibilities

lie in the range of 1.04 to 1.20. An overall mean score of 1.1 with

respect to consumer attitudes towards consumer responsibilities

substantiates that consumer want environmental friendly products

and even ready to pay premium price for this. They also opined that

while buying the products they do take into consideration the effect

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of their purchases on environment. At the same time they also

admitted that they buy the products very warily; this shows that

Indian consumers now understand the significance of environment

and are ready to fulfill their responsibilities through choosing the

products carefully.

5.17 Consumer Attitudes towards Consumer Responsibilities

Scale/item

Aggregative

Mean Score

Consumer Responsibilities

1. Consumers are willing to pay higher prices for environmental friendly products.

1.04

2. Concern for the environment does not influence the product choices made by most consumers.(R)

1.20

3. Many of the mistakes that consumers make in buying products are the result of their own carelessness or ignorance.(R)

1.04

Mean Score 1.09


Disagree and 2 = Strongly Agree. 2. Mean score of consumer responsibilities lie in the range of -2 to 2.

3. Items with (R) were reverse coded for computing the overall mean score.

The result of this study is in compliance with the studies of

Barksdale and Darden (1972), Vardarajan and Thirunarayana (1990)

and Lysonski and Durvasula (2003) as they also found that

customers exhibit concern for environment and are even ready to pay

higher prices for environmentally safer products however, Barksdale

et al. (1982), French et al. (1982), Barker (1987) and Orel and Zeren

(2011) found that consumers are not prepared to pay more prices for

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the environmental friendly although they do care about the

environment.


Consumers‟ attitudes in respect of consumer responsibilities are here

discussed on disaggregative basis across seven demographic

variables viz., gender, marital status, age, income, educational

qualification, occupation and residential area. Here instead of

itemwise analysis, overall mean value has been used as scale is

sufficiently representing all the items used for measuring consumer

responsibilities, with a high cronbach alpha value of .912. In order to

ascertain whether the attitudes of consumers towards the consumer

responsibilities differ significantly across demographic variables, the

following null hypothesis is put to test.

H5.3: Consumers do not differ significantly in their attitudes with

respect to their responsibilities across demographic variables (gender,

marital status, age, income, educational qualification, occupation

and residential area).

Gender: Respondents of both sexes agree that they are ready to fulfill

all the responsibilities as a consumer. They will pay extra prices for

the environmental friendly products indicating awareness of the

environment. However, men have significantly more favorable

attitudes than women. Mean scores of 1.3 and .90 for male and

female respondents respectively substantiates this.

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5.18: Consumers Attitudes toward Consumer Responsibilities across

Gender

N Mean Std.

Deviation P value


Male

222 1.2658 1.0474 .001**

Female 195 0.9026 1.1195


Disagree and 2 = Strongly Agree. 2. Mean scores range from -2 to 2. 3. ** signify that difference is significant at 1% since p < .01. .

Age: Respondents‟ attitudes towards consumer responsibilities range

from 1.6 to .12. With respect to age, ANOVA test reveals significant

differences among consumers‟ attitudes with respect to consumer

responsibilities. Under 25 age group respondents exhibit most

favorable attitude with a mean score of 1.6 and above 65 age group

have the least favorable attitude with a mean score of .12. It indicates

that a little effort is required to make above 65 age groups

respondents more receptive towards their responsibilities.

5.19: Consumers Attitudes toward Consumer Responsibilities across Age

N Mean Std.

Deviation P

value


Under 25

155 1.6409 0.5603

25-44

112 1.3185 1.0019 .000**

45-64

94 0.5213 1.1768

Above 65 58 0.1207 1.1710



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Education: Higher the education, more favorable is the attitudes

towards consumer responsibilities. Post graduates show significantly

more favorable attitude towards consumer responsibilities than

under graduates and graduates (see Table 5.20). Better educated

consumers are supposed to be having a better awareness and

understanding of their responsibilities. Mean score of 1.8 for post

graduate in contrast to .74 and 1.1 for under gradate and graduate

respondents‟ regarding consumer responsibilities supports this.


Educational Qualifications

N Mean Std.

Deviation P

value



Graduate 119 1.0840 1.0417 .000**


Others 23 1.8551 0.3307



Occupation: It can be seen from Table 5.21 that respondents across

all occupational groups have demonstrated positive attitudes towards

consumer responsibilities. But professionals with a mean score of 1.9

have the most favorable attitudes while housewives have the lowest

mean score of .43 regarding consumer responsibilities implying that

housewives are not ready to accept their environmental

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responsibilities. Education and occupations are related in that those

who are highly educated are getting better jobs, so for occupation

respondents belonging to prestigious job categories have more

favorable attitudes.


Occupations

N Mean Std.

Deviation P

value


Students 108 1.5926 0.6103

Housewives 107 0.4299 1.0941

Service 54 1.0926 1.1463 .000**

Business 49 0.9524 1.2583


Others 37 0.4685 1.2801



Income: Respondents of higher income groups have displayed

significantly more favorable attitudes towards consumer

responsibilities than lower income group respondents (see Table

5.22). A high mean score of 1.7 for respondents having family income

of above Rs 60,000 per month against respondents belonging to

below Rs 20,000 monthly family income group with comparatively

low mean score of .46 for consumer responsibilities provides

authentication for this. This may be because respondents in higher

income groups are less price sensitive and are ready to shed some

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extra money for the environmental cause and, therefore, choose those

products which causes the least environmental harm.


Monthly Family Income

N Mean Std.

Deviation P value


Below Rs 20,000 162 0.4568 1.1665

Rs 20,000 – Rs 40,000 69 1.0773 1.0849 .000**

Rs 40,001 – Rs 60,000 90 1.6000 0.7744

Above Rs 60,000 91 1.7399 0.4494




for consumer responsibilities (see Table 5.23). Unmarried consumers

exhibited more favorable attitudes towards consumer responsibilities

than married respondents. High mean score of 1.5 for unmarried

respondents against the relatively low score of .79 for married

respondents concerning consumer responsibilities provides support

for this.

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Marital Status

N

Mean Std.

Deviation P

value


Married 253 0.7945 1.1900 .000**

Unmarried 166 1.5482 0.7413


Disagree and 2 = Strongly Agree. 2. Mean scores range from -2 to 2.

3. ** signify that difference is significant at 1% since p < .01.

Residential Area: Irrespective of residential area, respondents have

shown positive attitudes towards consumer responsibilities. However,

urban consumers have exhibited significantly more favorable

attitudes than rural consumers. Urban customers mean score of 1.3

against rural consumers comparatively low mean score of .76

regarding consumer responsibilities corroborates this. This may be

because rural consumers are less erudite and it‟s quite a possibility

they do not have knowledge about the environmental issues or they

may not have access to environmental friendly products, or not ready

to pay higher price for environmental friendly products as rural

people are price sensitive.

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Residential Area

N Mean Std.

Deviation P value


Urban 280 1.2607 1.0284 .000**

Rural 139 0.7554 1.1600


Disagree and 2 = Strongly Agree.


For the demographic variables, it can be concluded from Tables 5.18

to 5.24 that significant differences exist in respect of consumer

responsibilities across all the seven variables viz., gender, age,

educational qualification, occupation, income groups, marital status

and residential area. Hence, null hypothesis (H5.3) is rejected and

alternative hypothesis that consumers attitudes towards consumer

responsibilities differ significantly across demographic variables is

accepted.

Concluding Observations

On an overall basis, respondents have exhibited positive perceptions

regarding consumerism, government regulations and consumer

responsibilities.

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While comparing consumer attitudes towards consumerism,

government regulations and consumer responsibilities across

demographic variables significant differences are found across all the

seven demographic variables. But with respect to government

regulations gender fails to reveal any significant differences.

Men exhibit more favorable attitudes towards consumerism,

government regulations and consumer responsibilities than women.

Younger respondents are more enthusiastic about all the three issues

than older respondents. Post graduates are more positive about

consumerism, government regulations and consumer responsibilities

than graduates and under graduates. Professionals are having more

favorable opinions about consumerism, government regulations and

consumer responsibilities than housewives. Respondents belonging

to lower income groups have less favorable attitudes towards

consumerism, government regulations and consumer responsibilities

than respondents belonging to higher income groups. Unmarried

respondents view consumerism, government regulations and

consumer responsibilities more favorably than married respondents.

For residential area, rural respondents have less favorable opinions

than urban respondents regarding consumerism, government

regulations and consumer responsibilities.

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