Awareness of consumer rights and responsibilities among farmers of Haryana

Introduction

Traditional economic theory holds that producers and consumers exchange voluntarily as equal and reasonable partners. However, in practice, market exchanges are frequently marked by structural disparities where manufacturers, producers, and service providers hold a hegemonic position. Such power imbalances frequently expose consumers to unfair trade practices including misleading advertisements, inferior quality goods, adulteration, deficient services and manipulation of prices, weights and measures (Raju et al., 2009) [8] . Although consumers have traditionally been described as the "king of the market," contemporary market conditions reveal that they often remain vulnerable and inadequately protected. Aware of these challenges, the Indian government created a number of laws designed to safeguard the interests of consumers, which led to the establishment of the Consumer Protection Act of 1986 and its later revisions. In an effort to provide accessible and reasonably priced justice, the Act established consumer dispute redressal systems at the district, state, and federal levels. The legal foundation has been further reinforced throughout time by new clauses including product liability, electronic complaint filing, and class action rights. Even with these institutional safeguards, consumer welfare is not always ensured by the sheer presence of legislation. The effectiveness of consumer protection largely depends on the awareness, vigilance and active participation of consumers themselves (Raju & Rao, 2009) [8] . Understanding consumer rights, including the rights to safety, information, choice, redress, and education, as well as the associated obligations, is referred to as consumer awareness. Responsibilities promote ethical consumption, educated decision-making, and proactive grievance redressal, whereas rights enable consumers to confront unfair practices. As a result, awareness is a crucial component of consumer empowerment rather than just a personal quality. Knowledgeable customers are better able to evaluate goods, challenge false advertising, seek compensation when they are taken advantage of, and support a more responsible marketplace. The issue of consumer awareness assumes particular significance in rural India, where farmers constitute a substantial segment of consumers. Farmers regularly interact with markets for the purchase of agricultural inputs such as seeds, fertilizers, pesticides, machinery, credit and insurance services. These transactions directly influence agricultural productivity, income stability and livelihood security. However, rural consumers often operate in information-constrained environments and are vulnerable to exploitative practices including overpricing, adulteration, sale of substandard inputs and deficient afterwww.extensionjournal.com sales services (Patel, 2017) [7] . Limited access to consumer education, dependence on intermediaries and structural socio-economic disadvantages further intensify this vulnerability. Sociologically speaking, consumer awareness is influenced by larger socioeconomic variables rather than just personal preference. A number of factors, including education, income, landholding size, occupation, caste, social involvement, exposure to the media, and extension contact, have a substantial impact on awareness levels and the capacity to effectively exercise consumer rights. As a result, analyzing awareness without taking socioeconomic background into account only partially explains consumer behaviour. Existing trends of social and economic inequality are frequently reflected in the distribution of consumer consciousness. The goal of the study is to close the gap between grassroots realities and legislative purpose. It is anticipated that the results will add to policy debates about enhancing consumer education and encouraging fair market system participation, especially in rural areas. Therefore, the present investigation entitled "A Sociological Study on Consumer Welfare and Protection of Agricultural Inputs" has been undertaken with the following objective namely awareness of consumer rights and responsibilities among farmers of Haryana.

Materials and Methods

The present study was conducted in the state of Haryana, located in north-western India between 27°39′ to 30°35′ N latitude and 74°28′ to 77°36′ E longitude, with an altitude ranging from 213 to 1097 meters above mean sea level. The state is geographically bounded by the Shivalik Hills in the north, the Yamuna River in the east, the Aravalli Hills in the south-east, and the Ghaggar River in the west. Haryana is broadly classified into two agro-climatic zones, namely the wet zone and the dry zone. A multistage random sampling technique was adopted for the selection of respondents. In the first stage, one district from each agro-climatic zone was selected randomly, namely Kurukshetra district from the wet zone and Hisar district from the dry zone. In the second stage, one block from each selected district was chosen randomly, i.e., Ladwa block from Kurukshetra district and Hisar-II block from Hisar district. In the third stage, two villages from each block were selected randomly. Accordingly, Niwarsi and Dabkhera villages from Ladwa block and Balsamand and Bhandaheri villages from Hisar-II block were selected for the study. Thus, a total of four villages were included in the study. From each village, forty farmers were selected through random sampling, resulting in a total sample size of 160 respondents. Primary data were collected through personal interviews using a well-structured interview schedule. The interview schedule was designed to collect information related to the objectives of the study and was developed after consulting relevant books, research articles, reports, bulletins, and government publications. The schedule consisted of questions covering the socio-economic profile and other relevant characteristics of the respondents.

A total of twelve independent variables were considered to assess the profile of the farmers, namely age, caste, level of education, family size, family type, landholding size, subsidiary occupation, annual family income, mass media exposure, social participation, extension contacts, and socioeconomic status. Appropriate scoring procedures were followed to measure these variables according to predefined criteria. The data were collected through face-to-face interaction with the selected respondents. After data collection, the responses were coded, tabulated, and analyzed in accordance with the objectives of the study. Descriptive statistical techniques such as frequency and percentage were used to describe the characteristics of the respondents. In addition, the chi-square test was applied to examine the association between selected independent variables and the dependent variables. The collected field data were systematically processed and analyzed to achieve the specific objectives of the study. The results were interpreted based on appropriate statistical analysis to draw meaningful conclusions regarding the study variables.

Results and Discussion

Socio-economic profile of the farmers It was found from the field of study that more than one-third of the farmers (36.25%) were from 36 to 50 years of age group followed by above 50 years (33.75%) and up to 35 years of age group (30.00%). Distribution of caste among farmers showed that majority of the farmers (74.38%) hailed from the general caste. The remaining 16.88% and 8.75% farmers were from backward caste and scheduled caste respectively. Further analysis revealed that more than onethird of the farmers (33.75%) were educated up to senior secondary and above, followed by secondary (27.50%) and middle school (18.13%) respectively. Even 16.88% farmers were illiterate. Data showed that more than half of the farmers (51.88%) hailed from the nuclear family group and 48.12% from the joint family group. Further analysis revealed that a maximum number of the farmers (45.63%) had 5 to 8 members in the family and up to 4 members in the family (38.75%). It was found that more than one-third of the farmers (35.63%) had small size of land holdings followed by semi-medium (31.25%) size of land holding. Analysis of annual family income showed that more than one-third of the farmers (36.25%) had annual income above Rs. 3,00,000, followed by between Rs. 1,50,00 to 3,00,000 (33.75%). A majority of the farmers (72.50%) were not engaged in any subsidiary occupation. Twenty percent of the farmers were engaged in small scale enterprises and services followed by labour (7.50%). A maximum number of farmers had low level of mass media exposure (83.13%). Data showed that majority of the farmers (61.87%) had low level of socio-economic status followed by medium level (33.75%). In context of social participation, majority of the farmers had nil social participation (73.75%). In case of extension contact, more than 50% of the farmers (51.88%) had low level of extension contacts followed by medium (35.00%) and high (13.12%). www.extensionjournal.com

Consumer awareness

Since last few years, the government is according high priority to the consumer education through its concerted efforts. But government can act only as catalyst in providing a suitable administrative, legal and educational framework to the consumers. It cannot succeed until or unless real initiative comes from the people themselves. They must participate and exercise their rights and responsibilities more effectively. First and foremost component of consumerism is self-protection by consumers. He must be aware of his rights, raise voice against exploitation and seek redressal of his grievances. His consciousness determines the effectiveness of consumerism (Singh and Chadah, 2016) [6] . Consumer education facilitates to teach people how to seek out, use and evaluate consumer information so that they can improve their ability to purchase or consume products and services they seem most likely to enhance their well beings. Thus consumer education will change consumer behaviour by making them alert buyers, who complain when cheated, make comparisons before purchasing, purchase from www.extensionjournal.com markets providing information and buy less harmful products. An effort is made to study the nature and extent of consumer awareness in the rural areas and the factors associated with this. Results in this regard are presented under the following sub-heading i.e. awareness of consumer rights and responsibilities.

Awareness of consumer rights among farmers

Consumer Protection Act, 1986 seeks to protect the rights of consumers. Awareness of the rights is a pre-requisite for the further use of act by the consumers. Awareness of the consumers of these rights was assessed and results in this regard are presented in Table 2 and are explained as under:

Right to protection: Means right to be protected against the marketing of products, production process and services which are hazardous to life and property. Accordingly, manufacturers and shopkeepers are not to sell sub-standard goods. A clear marking must be provided for dangerous mis-use. When the respondents were asked about whether they knew about their right in this regard, more than onethird of the farmers (35.63%) were fully aware about this. And only 18.13% respondents were aware and that too partially as they had only a vague idea that in case there is any harm, they can approach the court. They were not aware that the manufacturers and shopkeepers are responsible for the safety of consumers.

Right to know: Right to be informed about the quality, quantity, potency, purity, standard and price of goods to protect the consumer against unfair trade practices. It was observed that nearly one-third of the farmers (32.50%) had awareness about the right. Nearly half of the farmers (46.25%) did not know that they could insist to the shopkeepers on getting all the information or service before making a choice for a decision to purchase.

Right to choose:

Consumer should be able to select quality products from a range of products and services offered at competitive prices. Only 27.50% of respondents were partially aware about this right. In this regard, the rural consumers were found to be very much disadvantaged. In rural shops, they could not find products of different varieties and price and have to buy whatever is available.

Right to be heard: It means right to representation, to be consulted and involved in decision affecting the consumers. It also includes right to be assured that consumers' interest will receive due consideration at appropriate forums. Data in Table 2 shows that only 22.50% respondents were aware and that too partially of the right to be heard and receive due consideration. Priyanka and Zeenia (2007) [4] conducted a survey to know the awareness about consumer rights. Of the 400 respondents selected, 68 from the uneducated people and 34 from the educated people were found to be not aware about their rights as consumer. Comparatively larger percentages (83.75%) of respondents were not aware at all about their right to seek redressal.

Right to consumer education:

To make consumers rational buyers, consumer education is necessary. Such efforts are the basic rights of consumers. An overwhelming majority of the respondents (91.87%) were unaware about their right to consumer education and the rest were only partially aware.

Right to healthy environment:

This right enhances the quality of life to live and work in an environment which is safe, conducive and non-threatening to the well-being of present and future generations. Results in table 2 show that only 14.37% respondents had just a vague idea or partially aware of this right and nearly two-third of the farmers (64.35%) were ignorant about this right.

Level of awareness of consumer rights among farmers

Data in Table 3 revealed that majority of the respondents (69.37%) had low level of awareness regarding consumer rights. Remaining 26.25% and 4.38% respondents were having medium and high level of awareness, respectively.

Association between socio-economic variables and awareness of consumer rights

Data summarized in Table 4 show the relationship between different socio-economic variables and the awareness level of consumer rights among farmers. Age and education level of the respondents was found significant and highly significant associated with level of awareness of consumer rights at a chi-value of 10.32* and 41.21**, respectively, representing that higher level of education was positively associated with increased awareness. The data from the field of study showed that an overwhelming majority of the farmers (96.30%) who were illiterate had low level of awareness about consumer rights. On the other hand, majority of the farmers (53.70%) who were educated upto senior secondary and above had medium level of awareness about consumer rights. Family type, family size and size of land holding were not found significantly associated with level of awareness about consumer rights, representing that they did not play any role in determining the level of awareness of consumer rights among farmers. Subsidiary occupation, annual income, social participation and mass media exposure of the farmers were found highly significantly associated at a chi-value of 18.04**, 13.48**, 20.07** and 11.73**, respectively. It was clear from the data that maximum number of respondents (91.70%) who were engaged in labour had low level of awareness about consumer rights. The data revealed that respondents who earned annual income between Rs. 1,50,000-3,00,000/-had medium level of awareness about consumer rights. More than three-fourth of the respondents (78.80%) who hailed from no member of any social organization had low level of awareness of consumer rights. Contrary to that, 13.30% of the respondents who hailed from member of more than one social organization had high level of awareness of consumer rights. On the other hand, socio-economic status was found non-significantly associated with the level of awareness of consumer rights. It clear from the field of study that more than three-fourth of respondents (82.80%) who had low socio-economic status had low level of awareness regarding consumer rights. Contrary to that, more than one third of the respondents (38.90%) who had medium socio-economic status had medium level of awareness of consumer rights. Mohan and Suganthi (2013) [2] revealed that there is a significant association between age, educational qualification, marital status and monthly income of rural consumers and their awareness about consumer rights. And there is no significant association between gender, type of family, occupation and monthly income of rural consumers and their level of consumer rights awareness. Rafeeque et al. (2015) [5] revealed that Consumer Right Awareness is largely unknown to many citizens irrespective of whether they are educated or uneducated. With enormous population along with high levels of poverty, unemployment and poor literacy levels, consumer rights awareness continues to remain low.

Awareness of consumer responsibilities

The efforts of the government for enactment of laws are not fruitful unless along with their rights, consumers themselves practice their responsibilities too. It is ultimately the duty of all consumers to take all possible steps to protect themselves before they make a purchase rather than regret when it is too late. As our late Prime Minister Jawaharlal Nehru once remarked "Laws and constitution do not by themselves make a country great. It is the enthusiasm energy and constant effort of a people that make a nation great. Table 5 presents the awareness of consumer responsibilities among farmers. It is heartening to note that majority of the respondents (60.63%) were fully aware of their responsibilities of checking the manufacturing and expiry date of the products. As many as 21.25% were partially and 18.12% were not aware of this responsibility. Awareness level of responsibility of checking price, content etc. of the products was also found to be almost the same. Other consumer responsibilities about which the majority of the consumer were found to be fully or partially aware are: checking bill before payment and checking weights and measures. Least awareness was observed for gathering information from various sources regarding purchase of any item and using this information to make a wise choice; preferably buying standardized products having quality mark like ISI, Agmark, FPO, Woolmark, Ecomark etc. and of reporting malpractices and voicing legitimate complaints. In the middle level of awareness come: preserving documents like bills/cash memo, guarantee/warrantee card etc., asking for duly filled in signed guarantee/warrantee card and obtaining bill or cash memo. Krishnakumar and Sakthiventhan (2012) [1] study gave an insight into the extent of consumer's lack of awareness of many facts that are of much relevance for their own welfare. Rural respondents are lacking with their rights and responsibility. It was pointed out that they should be educated and trained towards their own welfare. www.extensionjournal.com Further data from the field of study showed that subsidiary occupation of the respondents was found highly significantly associated with level awareness of consumer responsibilities at a chi value of 15.55**. It was clear from the data that three-fourth of the respondents (75.00%) who were engaged in labour occupation had low level of awareness about consumer responsibilities. On the other hand, half of the respondents (50.00%) who were engaged in small scale enterprises & services had medium level of awareness about consumer responsibilities. Annual income and social participation was also found highly significantly associated with level of awareness about consumer responsibilities at a chi value of 13.91** and 43.06**, respectively. Nearly half of the respondents (46.80%) who hailed from no member of any social organization had low level of awareness of consumer responsibilities. Contrary to that nearly three-fourth of the respondents (73.30%) who hailed from member of more than one social organization had high level of awareness of consumer responsibilities. Mass-media exposure was also found highly significantly associated with level of awareness of consumer responsibilities. Analysis clearly revealed that nearly half of the respondents (46.80%) who had low exposure to massmedia had low level of awareness of consumer responsibilities. Contrary to that more than one-fourth of the respondents (26.00%) who had medium exposure to massmedia had high level of awareness of consumer responsibilities. Socio-economic status was found nonsignificantly associated with level of awareness of consumer responsibilities. It was clear from the field of the study that maximum number of respondents (54.50%) who had low socio-economic status had low level of awareness of consumer responsibilities. Contrary to that more than nearly half of the respondents (46.30%) who had medium socioeconomic status had medium level of awareness of consumer rights. Mittal and Gupta (2013) [3] concluded that the level of awareness of consumer rights was high among the respondents. Respondents with high education level and high level of income were more aware as compared to those having poor education level and low income level. www.extensionjournal.com

Conclusion

The study concludes that most respondents were middleaged farmers (36-50 years) belonging to the general caste, with education up to senior secondary and small landholdings. Agriculture was the primary occupation for the majority, and a considerable proportion had an annual income above ₹3 lakhs. Most farmers exhibited medium extension contact but low socio-economic status. Awareness of consumer rights was generally low, while awareness of consumer responsibilities was mostly at medium and low levels. Education, subsidiary occupation, annual income, social participation, and mass media exposure significantly influenced the adoption of mobile apps. Furthermore, age, education, subsidiary occupation, annual income, social participation, and socio-economic status were significantly associated with farmers' awareness of consumer responsibilities.

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