A study of consumer awareness and evaluation of a selected awareness programme
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Date
2016
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Punjab Agricultural University, Ludhiana
Abstract
The present study was undertaken with the objectives to study the awareness and attitude of consumers regarding a selected awareness campaign and to evaluate the selected awareness campaign from the perspective of consumers. For fulfilling the objectives of the study both primary and secondary data have been collected. Primary data has been collected from 200 respondents with the help of a pre structured questionnaire. Sample constituted 50 respondents each from four categories, i.e., students, housewives, business persons and service class. Secondary data has been collected from website of Ministry of Consumer Affairs, Government of India. Respondents considered “Jago Grahak Jago” as informative campaign. They were having relatively more awareness about vegetarian/non-vegetarian mark and relatively less awareness about silkmark and handloom mark. Major dimensions used by the respondents for evaluating “Jago Grahak Jago” were quality of content, knowledge quotient and entertainment value. Respondents rated the campaign as useful with a mean score of 3.81 out of a maximum of 5 and on basis of overall quality, gave a mean score of 7.26 out of 10.
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