Demographic Nature of the Consumers in Brand Selection and Consumers Protection under Globalized Retail Marketing: A Case Study in Kolkata

Transcription

1 International Journal of Scientific an Research Publications, Volume 5, Issue 11, November Demographic Nature of the Consumers in Bran Selection an Consumers Protection uner Globalize Retail Marketing: A Case Stuy in Kolkata Sarmistha Agasti, Mahabenra Sinha, Prof. Partha Pratim Sengupta Department of Humanities & Social Sciences, National Institute of Technology Durgapur, West Bengal, Inia Abstract- Inian retail market is being ominate by the consumerism at present, particularly uring the perio of post economic reforms. It is being steaily transforme to a market of buyers who eercise the choices epening on their level of awareness from a market containing preominantly sellers. Consumers rights can be protecte in an economy with the competitive markets if correct stanars for the commoities for which one can make a payment have been ensure by the involvement of an institutional network an system of legal protection. To ensure the welfare of the consumers, the government is having the responsibility that each resient of our country is a consumer in single way or others. Our paper has trie to focus on the protection an welfare of Inian potential consumers in retail markets by showing their activities with the purchase of new brans varying across ifferent categories of the proucts. The consumers are showing the istinct preferences for non-brane proucts available at traitional retailers. Therefore both conventional an moern retailers can coeist in Inian retail markets. Knowlege of usage of new brans coming from abroa is very few. On the basis of our empirical finings by applying the econometric methoology of simple linear an logistic regression with cross sectional ata collecte from a primary survey conucte in Kolkata municipal area, the paper points out that consumer welfare shoul be a key eterminant of new regime of retailing policy in the liberalize Inia. Liberalization policy in Inia can enhance the knowlege of usage of brans, available choices to consumers an assist to promote the braning in certain segments. Ine Terms- Liberalization, Retail sector, Consumer Protection, Consumer Welfare, Logistic Regression. C I. INTRODUCTION onsumers have come to be use as the counterpoints to the term proucers since nineteenth century. The view of the consumers in nineteenth century survive in most of the capitalist countries. In fact the consumers are having a seconary relationship with commoities as they have been force to live through an with commoities which cannot be create by them. In the ominant market economy of the worl, consumers still remain as the marginal group. Inia has been recognize as a major hub for all goos for consumptions as well as businesses. The presence of market with its significant influences grows in consumers life ramatically. Mahatma Ganhi believe that the king of the market is consumer is king. Many business personalities like J.R.D Tata, J. Bajaj etc. have helpe to evelop some ethical coes for practice of business an to buil up a brige between business an consumer. In mass prouction an sales, the motive of inherent profit is offering an opportunity to many proucers of manufacturing commoities as well as ealers to eploit the consumers. Every ay ifferent kins of practices of unscrupulous market search their ways into consumers houses, violating the rights of the consumers an amaging the safety to the consumers. The nee for the consumers empowerment is not able to overemphasize as a class an alreay it is well recognize in the worl. Awareness level of the consumers may be taken as a goo inicator of progress of an economy. Be it electronic goos, consumer goos which are fast moving, meicines or even ifferent services renere - ach of those emans which consumers will be having the awareness about their rights. Initially si consumer rights were envisione by Western consumer rights activists in orer to safeguar the interests of the consumers, which are Right to information, Right to Safety, Right to Hear, Right to Reress Right to Choice, an Right to Consumer Eucation. Two more important rights, have been inclue those are Right to Basic Nees an Right to a Healthy an Sustaine environment in this time, which are linke very closely with the real eperiences in eveloping countries where there is a very vital role of environment as the resource an structure of support for the people. We know rise in per capita income, economic evelopment, enhancing consumerism, brane prouct proliferation an moernisation of retail are closely inter linkage. Increase in per capita income through economic evelopment leas to shift in pattern of consumption. Furthermore ue to taking liberalization policy, various international brans are entering into omestic market. The bran proliferation helps to enhance in retail space with increase in consumers awareness. In this way retail moernisation is becoming a part of the economic evelopment. There is a similar story of retail sector moernisation in Inia, eperiencing a high GDP growth rate since more than one ecae. Marginal propensity to consume in Inia is aroun 60 percent. Accoring to McKinsey an Company (2007), Inia is going to be the fifth largest consumer market just after USA, Japan, China an UK by Alreay Inia has become an attractive estination to foreign retailers. Shukla (2010) reporte that uring the perio of post liberalisation, share of rich an mile-income consumers in Inia has increase with a corresponing ecrease in the number of consumers belonging to

2 International Journal of Scientific an Research Publications, Volume 5, Issue 11, November BPL. There has been a remarkable change in the pattern of spening of Inian consumers. McKinsey an Company (2007) views that spening on foo is epecte to ecline from 40 percent to 25 percent of income by 2015 where as the spening on the items of non iscretionary proucts is going to rise. In aition to that, Inian consumers are becoming the more bran conscious. AC Nielsen 2008 shows that Inia was the thir most bran-conscious country in 2007, after Greece an Hong Kong. Aitionally Inia is, having a vast magnitue population from of mile class in the worl, the secon fastest growing country just after China with a significant GDP growth since one ecae an more. A large number of home an foreign MNCs are operating in banking, financial an insurance, goo an services of consumer an urable relate to IT an communication sectors to tap this huge market in Inia. In terms of sales, profitability, market share as well as growth rate, the companies are very successful. There are some relevant issues concerning the consumers like High Cost of Distribution, High Prices, Prouct Safety, Shoy or unsafe Proucts, Planne Obsolescence, Harmful an Low benefit Proucts, Poor service to the Disavantage. So the requirement has been felt to protect the consumers legally from ecessive consumerism, by which they can be protecte. We structure our paper as follows. Some relate issues about protection an welfare of the consumers has been ocumente in section 2 followe by a iscussion about Inian evience on retail sector an consumer welfare in section 3. Data an methoology have been mentione in section 4. Finally we conclue our paper in section 6 after iscussing the empirical finings in section 5. II. CONSUMER PROTECTIONS AND WELFARE: SOME RELATED ISSUES 2.1 Consumer Awareness an Grievance Reressal Publicity A major trust has been given to consumers, to concern about their rights an the ways to get the grievances reresse. The programme uner the eleventh plan also covers the publicity on others like eucation, energy, telecom, housing etc. Here we shoul mention a wiely popular Jago Grahak Jago programme Consumer Protection The various types of consumers woul be strengthene by proviing trainings, builings, computerization etc. Different help lines will be set up in states to guie the consumers. Total outlay for the ifferent kin of activities has been increase. There are some non plan activities like supporting the voluntary organizations to awareness generation, comparative testing, assistance to the consumers an further research. 2.2 Nee for Eucation an Empowerment Protection of rural consumers by giving the eucation about their rights an their empowerment to take ecision about goos an services on the basis of information are necessary in this emerging situation. Awareness of the rural consumers has to be increase. The focus has to be shifte from rural market epansion to protection of the rural consumers an movements of consumers have been largely confine to the centres in urban so far. Now our task is to involve ifferent Panchayati Raj Institutions to reach the consumers in rural areas. We can utilize Gram Panchayat, working at grass root level to provie eucations into the rural consumers an enhance their knowlege. Protection of rural consumers is a prior to consumer protection in any strategy. 2.3 Growth of Rural an Semi-Urban Markets There are significant roles of rural an semi-urban markets in many eveloping countries like China an Inia as they are eperiencing a substantial rise in purchasing power resulting from high rate of economic growth at present time. Consumption of inustrial an manufacturing proucts has been increasing in non urban areas ue to globalization. Accoring to NSS ata, 75 percent of manufacturing epeniture has been accounte by rural people in Inia. 2.4 Eploitation of Non-Urban Consumers Due to having less knowlege an skills to take rational ecision on the basis of information about the goos an services, rural consumers are eploite in many ways in Inia. Till now Inian rural consumers are generally epening on weekly markets to purchase the essential commoities are often cheate ue to lack of choices. Non-urban consumers are generally ignorant an unorganize in Inia. That is why traers, manufactures an service proviers are eploiting them in ifferent ways. Non-urban consumers are the highest potentials in liberalize Inia. There are so many opportunities in rural marketing in Inia. 2.5 Laws an relate Instruments Essential Commoities Act, 1955 Having a legislation Prevention of Black Marketing an Maintenance of Supplies of Essential Commoities Act, 1980, the act controls black marketing, non-competitive practices to aresses the consumers right Consumer Protection Act, 1981 The act ensures the right stanars for commoities to make a payment. The Consumer is efine as one who purchases the goos an services for his or her use. With the permission of buyer, user of those is also a consumer. Hence it covers each prouct an service. The Act is postulating the establishment of central consumer protection council an parallel state consumer protection council to sprea the awareness of the consumers MRTP Act To control the monopolies an ifferent restrictive trae practices, the Monopolies an Restrictive Trae Practices Commission (MRTPC) has been create uner this Act, enjoying the power to play a very important role to protect consumer rights Consumer Protection Act, 1986 an its amenment in 1993, 2002 To protect the consumers right an provie a ispute resolution in a simple system of quasi-juiciary, the act has been enacte. State an central level consumer protection council have been establishe uner this act. The MRTP an COPRA Act play the complementary role between themselves to protect unfair business practices Competition Act, 2002 It has been set up to replace the MRTP Act, having more emphasis on behavioural approaches in testing the competitions in market rather than the structural approaches. Competition

3 International Journal of Scientific an Research Publications, Volume 5, Issue 11, November Commission of Inia (CCI) has been create by the act, which has a avocacy role in competition. The Act is intens to protect the interests of consumers. Till now the Competition Act, 2002 is operating in full an the MRTP Act is continuing to be in force. 2.6 Consumer Reressal Forums A simple quasi-juicial system has been set up to provie speey, cheap an reressal to isputes in consumers at istrict, state an central level. District level it is calle as istrict forum an central an state level it is calle as consumer isputes reressal commission. The National level Commission has been constitute in 1988, chaire by sitting retire Juge of Supreme Court with an at least one woman member. Similar formula has been applie in case of state an istrict level. 2.7 Reressal Mechanism As per amenment in Consumer Protection act in 2002, a written complaint relating to a prouct or service but not in case of any free service, can be file before the forum at istrict level with the value up to Rupees twenty lakhs as well as state an national level commission with the corresponing values up to Rupees one crore an above one crore respectively. The Act has lai own the practices in ifferent types against that consumer can seek the relief. The courts are playing an important role to ensure the protection of the rights of the consumers. III. RETAIL SECTOR AND CONSUMER WELFARE: INDIAN EVIDENCE During liberalisation with high rate of economic growth an ifferent kins of changes in economic an emographic profile of the Inian consumers an their behaviour of shopping, changes in retail sector are unergoing. The retail sectors ha mainly consiste of mini stores owne by private entities uring pre-liberalize perio in Inia, which were, actually traitional retailers, not having any corporate management, selling nonbrane proucts in large scale. There were limite concepts of braning, if any which were very few. But liberalization policy taken by Inian government in 1991 helpe the foreign an home MNCs to function into Inian retail market an le to proliferation of brans. A number of MNCs ha starte their investment in retails as well as ifferent stores an non-store formats ha been evolve. Although foreign irect investment (FDI) in retail was restricte, foreign retailers with their brans were entering into Inian retail market through various kins of routes like joint ventures for all brans, fully-owne subsiiary in manufacturing proucts, agreements of licensing an istribution etc. After that foreign retailers were operating through store an non-store formats in Inia. Then restriction of FDI was not a ban of entry. It was restricting the ability to choose preferre routes of entry into the market. During the net time, government of Inia has allowe 51 percent FDI in single bran retail an 100 percent in cash an carry in its recent FDI policy, but FDI in multi bran retail has not been permitte yet in Inia. Some major steps have been taken by Inian government in 2011 were the ecisions to allow 51 percent FDI in multi bran retail an 100 percent FDI in single bran retail. Inian retail sector is one of the fastest growing sectors. Estimate value of the share of trae in retail is approimately 12 percent of GDP in Inia. Kearney (2011) founs that retail market in Inia has been value at US$ 435 billion, of which share of organise retail was 7 percent in A stuy by ICRIER, Inian retail business is growing at a rate of 13 percent on average annually an it is epecte to reach US$ 1 trillion by Accoring to A.T. Kearney (2010, 2011), the share of moern retail in Inia is epecte to reach 20 percent by Traitional retail sector is also growing with the faster grow of moern retail. Foo an grocery has been the largest segment In Inian retail market with an aroun 50 percent share, but the moern sector was having only one percent share in Presence of moern retailing was larger in the prouct category of garments, footwear, watches etc., where there was a significant role of brane prouct. Several stuies have shown the various factors, affecting the shopping behaviour of on Inian consumers, incluing level of eucation, level of income, eposures at international level (Ramachaner, 1988), age an gener (Sinha et. Al. 2002), istance from retail stores (Sinha, 2003) etc. Sinha (2003) also viewe that across ifferent retail stores, traitional outlets are preferable to consumers as they can bargain, an on the other han moern outlets are preferre ue to their entertainment link with shopping in terms of behaviour of shopping of Inian consumers. Purchasers at moern report better quality of prouct, choice of more proucts with brans, lower prices, one stop shopping, better family shopping an stock of fresh prouct as the reasons to choose. On another sie, goowill, proimity to the resiences, availability of creit, bargaining possibility, home elivery, opportunity to choose the loose items etc. are the benefits from traitional stores (Joseph an Sounararajan, 2009). Joseph an Sounararajan (2009) also pointe out that with the moernisation of retail, there is an increase in consumer spening an small purchasers are saving more from shopping at moern retail stores. The egree of saving is epening on retail format type, which is more for supermarket an iscounter an less for hypermarket. Mukherjee an Patel (2005) ientifie that the maimum benefits of the retail boom go to the consumers as the retailers in organise sector are initiating some measures such as consumer behaviour tracking an programmes of loyalty to retain market shares. Sinha et al. (2002) showe that the factors, which are affecting the choice of retail stores, vary across gener. Men are giving more prominence to proimity but women o emphasise the ifferent merchanise offere by the outlets. Rao (1998) recommene that consumers in Inia recognise the value aition mae by the bran. Foreign brans are being perceive by Inian consumer to be of more qualitative than omestic brans (Kinra, 2006) an foreign brans are more preferable (Rao, 2000). The younger persons are more intereste to eperiment with new brans an the ifferent store an nonstore formats are proviing the opportunities for more retailers an brans. The kis are becoming the key ecision makers in purchase of househol commoities as foune by Kaur an Singh (2007). But the specific focus on the factors irectly or inirectly relate with the protection as well as welfare of Inian potential consumers in retail market with strong policy recommenations about the important matters in the post liberalize Inia has not been one by any stuies. Our main emphasis will be on that

4 International Journal of Scientific an Research Publications, Volume 5, Issue 11, November with a practical eperience in Kolkata where we foun an ieal retail marketing system an some policy recommenations base on empirical eercise. IV. DATA AND METHODOLOGY Primary Data To fulfil our objectives by unerstaning the behaviour of shopping of Inian consumers an how they have been impacte by moern retail outlets, a primary survey has been conucte in December, 2014 to April, 2015 covering 400 consumers from Kolkata Metropolitan area. We have collecte the ata through a mi of eit interviews, oor to oor surveys an ranom interviews in ifferent shopping malls an market areas. The samples have been selecte by using a technique of stratifie ranom sampling. We stratify the entire population on the basis of their level of income, level of eucation, occupation an their area of living. We have ivie the entire ata on responents into three broa categories on the basia of their income level as following - low income group: Rs /- to Rs /-; mile income group: Rs /- to Rs /- an rich over Rs /- to Rs /-. Socio- Economic Classifications (SEC) of the consumers has been ientifie from five sub-areas, where there is the presence of moern retail. Aroun 90 percent of total responents were in the age group of 20 to 60 years, constituting the core of working population an the ecision makers in maimum househol. Fifty si percent of the responents were male. We conuct our survey by using a semi-structure questionnaire. A major part of the questionnaire has been kept open ene to be informe as much as possible. Our questions have mainly focuse on: The factors, which are affecting the choice of brane proucts. Type of epeniture of consumer across ifferent categories of proucts an brans within all categories of proucts. Knowlege of consumers about retailing in outlets. Preference of consumers across moern retail outlets. The factors affecting the choice of consumers across retail outlets with rating across ifferent kins of parameters. We have analyse the ata collecte from our primary survey by using ifferent regression moels an the results have been summarise in net section. Econometric Methoology Linear Regression Moel The assumption of the sample of with replacement is convenient to iscuss the linear regression moel at the preliminary stage. Further we assume that the analytic file of observation ata are incluing the ine variables for strata, has been esignate by h an primary sample units (PSUs) have been esignate by i. The variables in aitional structure o not require to be ientifie when we want to use the esign assumption of with replacement at the initial stage of selection of sample. The total implications of using the sample esign from a comple househol have been incorporate into the moel coefficients estimates an stanar errors among them when we use a statistical package which accounts properly for the esign of househol survey incluing the weights of analytic an the structure of esign. Our focus moves to incorporate the structure of esign into the moel an analysis will permit the effects estimation relate to structure variables at the time of the iscussion of multi-level moels. A moel of linear regression, involving one continuous an one categorical eplanatory variable can be written as following: D y = α 0 + β11 + γ 2 + ε = 1 (1) In the above equation (1), the observations have represente by y as the observe epenent variable, 0 as an intercept variable, which set to 1 always; 1 as an observe continuous eplanatory variable, 2 as a set of inicator variables efining a categorical variable with the levels of D. The parameters in regression moel, α, β 1, γ an =1...D, are terme as the regression coefficients, have been estimate by our ε analysis. The term is the error term in our moel, measures the eviation from the moel associate with the observation of j, associate with i th sample unit of h th stratum. This is a moel of main effects as it is not containing any interaction effect. Logistic regression moels The linear regression approaches cannot be applie in case of categorical epenent variable. We iscuss only the two level binary categorical variables, which can be analyse by using the moel of logistic regression, although there is the availability of proceures of multinomial moelling. In this contet, logistic regression is a case of special simpler multinomial regression. Linear regression approaches work with binary epenent variable as coe 0 an 1 for two-category but can preict the values outsie the range of 0 to 1. To ientify the eplanatory variables which are the goo preictors of epenent variable, a linear regression a binary epenent variable might be use as a first step with the availability of software packages not specific for logistic regression. Numerical methos have been use in logistic regression moels to fit the parameters. So, sometimes they are having the ifficulty of converging in a solution. The users shoul be careful to the warnings given by software when problems will occur with convergence. In general, these types of cases may be resolve by simplifying the moels. A moel of logistic regression which involves one continuous an one categorical eplanatory variable can be epresse as following:

5 International Journal of Scientific an Research Publications, Volume 5, Issue 11, November p( D ) log = α + β + γ + ε p ( ) = 1 (2) The terms in the right han sie of the above moel can be efine by the same way as in earlier moel. We consier an p ) ( eample, where is a function of eplanatory variables an it is esignate by p for convenience to unerstan the logistic transformation. Further we assume that p is the probability that with a given set of values for eplanatory variables, a househol is having an income level below the poverty level. Then p/(1-p) will be the os of being in poverty an log ij log(p/1-p)) is the log os of p, sometimes it is calle (p). The above equation relates the log os of p to the s. The single househol observations where we o not observe the probability of being in poverty, but the actual current: in poverty or not in poverty. As the epenent variable is a log os of p, then each parameter [α, β 1, γ an =1...D] will also be on the log os of p scale; furthermore, the relationship between log os of p an the s has been assume to be a linear. V. EMPIRICAL FINDINGS 5.1 Consumer Attitue towars Bran Purchasing behaviour of the consumers across brane as well as non-brane prouct is epening on ifferent factors like perception about quality an reliability of brans, availability of brans etc. For instance, the responents have bought the ietary supplements of brans as the popular ones are available in traitional or moern retail outlets, which are brane in large scale. They have been also consiere reliable because they are going through the checking of health an safety to meet the regulations by the government. We consier brans as a proy for better quality in case of consumers urables an the brane prouct provies goo after-sales services as usual. Our survey has foun that the most of the FMCGs are brane an available in both moern an traitional stores in all price ranges. Hence, the consumers can buy brane proucts in easiest way. The regression results from table 1 epict that a 100 percent increase in income will lea to a 13 percent enhancement of interest on brane proucts for the responents in higher income group. An interest on bran is significantly higher to the eucate persons where as their spening is insignificant on brane prouct. With the 100 percent increase in eucation level leas to 11 percent increase in bran interest in corporation area in Kolkata. Men responents are 8 percent less intereste on brane proucts as compare to women. Table 1: Estimate of Simple Regression Depenent Inepenent Interest on Bran Coefficient t Probability Spening on Brane Prouct Coefficient t Income Level of Eucation Gener Moel R square = 0.18, F statistics = 17.64, p > t = 0.01 Source: Authors estimation in Stata 12 software by using primary ata from Kolkata Probability R square = 0.19, F statistics = 19.04, p > t = 0.00 By using the moel of logistic regression, table 2 is showing that the effect of the factors relating to awareness an emography on brane proucts in specific categories of prouct. For garments an gems, purchase of brans is being impacte by both income an level of income. But in the case of foo prouct, level of eucation is an insignificant factor because eucate consumers always prefer customise proucts. Eucation level is influencing the ecision to purchase the brans for electronic goos, since brane proucts have been perceive as more knowlegeable in use. Table 2: Estimate of Logistic Regression Depenent Garments & Gems Foo Proucts Electronics

6 International Journal of Scientific an Research Publications, Volume 5, Issue 11, November Inepenent Eponent Wal Prob Eponent Wal Prob Eponent Wal Prob Income Level of Eucation Moel Log Likelihoo = , p < 0.01 Log Likelihoo = , p < 0.03 Log Likelihoo = , p < 0.03 Source: Authors estimation in Stata 12 software by using primary ata from Kolkata 5.2 Knowlege of Usage Previous section analyses the factors affecting the purchasing ecision for brans, which vary across categories. In this section we will iscuss about the knowlege of usage of brans. The knowlege of brans is not ensuring the usage of brans while usage of bran may not ensure the awareness of origin or history of bran. Various factors are affecting awareness or knowlege of the consumers on brans like the number of years a bran presents in the country, visibility of bran through avertising, marketing an social networking etc. Awareness an use of brans have been assesse through some aie testing of awareness, where the responents have been shown a sample of foreign brans selecte ranomly an Table 3: Estimate of Linear Regression aske ifferent types of questions relating to knowlege an usage. Almost 46 percent of our responents in primary survey, whose eucation level is high in high an mile income group, are favouring the activities of international MNCs in Inian retail. They think MNCs activities are facilitating the entry of ifferent new brans into Inia as shown in table 3. The foreign brans are a kin of superior quality an the activities of MNCs will infuse the more competition with force the omestic brans to improve an help to the iffusion of superior esigns with new technologies. They also viewe that omestic consumers in Inia are reay to test with new brans an the availability of more unfamiliar brans will boost the choices for customers. Eponent Wal Probability (Sig Level) Income Level of Eucation Moel Log likelihoo = , p < 0.03 Source: Authors estimation in Stata 12 software by using primary ata from Kolkata More or less 21 percent of the responents are against of overseas brans in Inia an arguing that brans from foreign are relatively more costly than omestic brans an catering low to high income groups. They think that there are an aequate number of international brans in Inian market at present, an any longer of them may intimiate the livelihoo of conventional retailers in Inia. VI. CONCLUDING REMARKS Protection an welfare of the consumers have been a key component to the policy makers in quickly growing eveloping countries like Inia. But unfortunately the consumers interests o not receive more attention an importance to eserve it. It is fortunately true in the case of the policy of FDI in retail in Inia. The goal of enhancing access of goos an services to consumer an reuction of poverty an inequality cannot be achieve by ignoring the consumers, It is clearly reveale from our finings that even the consumers from higher income group in Inia are spreaing their epenitures on ifferent categories of brane as well as non-brane proucts an retail formats. We have foun the consierable heterogeneities in the tastes of consumers, choices of proucts an behaviour of shopping. Shopping behaviour of the consumers in Inia is a comple to justify a simple assumption of their preference of foreign retailers in always to omestic retailers if retail FDI is allowe. We can also conclue that even than the several kins of laws meant for the protection of consumers against some unfair practices of trae, misleaing an false avertisements are going on to eploit the consumers. Regulation of health an chilren relate avertisements woul be better by enforcement, corrective avertisements, self regulation by inustry inepenent regulator etc. Backate laws with poor enforcement are the major lacunas to control avertising. For a sustainable, meaningful an healthy life of future consumers in Inia, the women, youth an nature must be accommoate in any planning. Speey, inepensive an simplest reressal of consumers grievances, containe in the Consumer Protection Act are actually unique an having few parallels in other sie of the worl. Now the Inian consumers in retail market are more protecte than before after the implementation of the Act. We nee more awareness of the consumers through eucation, actions an training by the government, activists an associations to make a success movement of consumer protection in Inia. Different programmes in televisions have begun positively to iscuss about problems to protect the consumers, movements of consumers. Ministry of Foo an Supplies has forme a

7 International Journal of Scientific an Research Publications, Volume 5, Issue 11, November separate cell for consumer protection. To attract the interest an buil up the consumers trust, the omestically prouce proucts shoul be high in quality an certain stanars shoul be enacte by the government for the assurance of quality of omestic as well as importe proucts. REFERENCES [1] Chaah, S. (2009), Responsibility of service proviers, Yojana, Vol. 53, pp [2] Images (2009), Inia Retail Report 2009, Images Group. [3] Joseph, M. an Sounararajan, N. (2009), Retailing in Inia: A Critical Assessment, Acaemic Founation, New Delhi. [4] Kaur, P. an Singh, R. (2007), Uncovering Retail Shopping Motives of Inian Youth, Young Consumers: Insight an Ieas for Responsible Marketers, Vol. 8, No. 2, pp [5] Kearney, A. T. (2010), Epaning Opportunities for Global Retailers, Global Retail Development Ine. [6] Kearney, A. T. (2011), Retail Global Epansion: A Portfolio of Opportunities, Global Retail Development Ine. [7] Kinra, N. (2006), The Effect of Country-of-origin on Foreign Bran Names in theinian market, Marketing Intelligence & Planning, Vol. 24, No. 1, pp [8] Lewis D. Eigen (2009), A Solution to the Problem of Consumer Contracts That Cannot be Unerstoo by Consumers Who Sign Them, Scriptamus, [9] McKinsey an Company (2007), The Bir of Gol: The Rise of Inia s Consumer Market, McKinsey Global Institute. [10] Ministry of Foo Processing Inustries (2011), Annual Report , Ministry of Foo Processing Inustries, [11] Mukherjee, A. an Patel, N. (2005), FDI in Retail Sector: Inia, Acaemic Founation, New Delhi. [12] Nielsen, AC. (2008), Consumer an Designer Brans, AC Nielsen, April, [13] Ramachaner, S. (1988), Consumer Behaviour an Marketing: Towars an Inian Approach?, Economic an Political Weekly, Vol. 23, No. 9 pp. M22-M25. [14] Rao, S. L. (1998), Bran Builing in Inian Inustry, Economic an Political Weekly, Vol. 33, No. 40, pp [15] Rao, S. L. (2000), Inia s Rapily Changing Consumer Markets, Economic an Political Weekly, Vol. 35, No. 40, pp [16] Shukla, R. (2010), How Inia Saves Earns Spens an Saves: Unmasking the Real Inia, SAGE Publications Inia Private Limite an NCAER. [17] Sinha, M., Bhar, M. An Gole, M. K. (2015), Foreign Direct Investment an International Trae: An Empirical Eercise for Inia, Suprayaga, No. 5, pp [18] Sinha, P. K., Banerjee, A.an Uniyal, D. P. (2002), Deciing Where to Buy: Store Choice Behaviour of Inian Shoppers, Vikapa, Inian Institute of Management, Vol. 27, No. 2. [19] Sinha, P. K. (2003), Shopping Orientation in the Evolving Inian Market, Vikalpa, Vol. 28, No. 2, pp. l3-22. AUTHORS First Author Sarmistha Agasti, Department of Humanities & Social Sciences,National Institute of Technology Durgapur, West Bengal, Inia Secon Author Mahabenra Sinha, Department of Humanities & Social Sciences,National Institute of Technology Durgapur, West Bengal, Inia Thir Author Prof. Partha Pratim Sengupta, Department of Humanities & Social Sciences,National Institute of Technology Durgapur, West Bengal, Inia