Impact Of Product Label On Domains Of Consumer Education: A Study On Consumers Of Uttarakhand -India

Abstract

Product label is a significant source of information for the consumers and is a valuable tool for the consumers to secure their interest. Consumer education assumes importance as the role of market as an educator is no longer relevant. This paper attempts to examine the relationship between product label use and the domains of consumer education which have been identified as consumer awareness, consumer decision, consumer education and consumer consciousness. Primary data was collected via Questionnaire from Uttarakhand state, India. Reliability and validity has been checked. Exploratory Factor Analysis has been used to explore the dimensions of consumer education and Confirmatory Factor Analysis has been used to confirm it. Structural Equation Modelling has been used to test the relationship between product label and the domains of consumer education. A sub structural first order model has also been used to confirm the findings. There was a positive and significant relationship between product label and the domains of consumer education. Government should regulate product labels so that it meets the consumer interest of increasing consumer awareness and consumer education, consumers are well equipped with information so that they can make informed purchase decisions and at the same time not compromise on their world view.