Consumer Empowerment Index among Undergraduate Students of Bogor Agricultural University, Indonesia
Keywords:consumer empowerment, undergraduate students
Nowadays consumers are in an increasingly complex market and they faced growing number of information as well as the broader complexity of products and services selection. Therefore, the government and marketers need to empower consumer and arise consumerâ€™s awareness. This study aimed to analyze the level of consumer empowerment index of Bogor Agricultural University studentsâ€™ particularly undergraduate students. The number of respondents were 262 undergraduate students from various majors. The results of the study indicated that among the four dimensions of consumer empowerment, the lowest ones was awareness about unfair business practices and consumer rights as well as consumer assertiveness. Overall, consumer empowerment index was still low. The lowest sub-dimension was related to the proposing complaint and redress. Contrary, respondents were classified as empowered in the terms of basic skills, skills of reading product labels, and tendency to talk. However, in general, the consumer empowerment index between men and women were not significantly different. The older, female, and the more cosmopolite of respondents, preferably would increase consumer skills and assertiveness. In the other hand, the older and the more cosmopolite of respondents would decrease experience on unfair business practice.
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