Evaluation of consumer concerns in Northern Territory, Australia: A case of university students

Consumer - business harmony is dependent upon two sets of variables: (1) ethical behaviour of business organisations and (2) consumer awareness of their rights and responsibilities. This study considers 'consumer awareness level' of a distinct group of consumers. It is widely acknowledged in management and marketing literature that university students constitute an important consumer segment in most societies. They provide the next generation of professionals, business people, ploiticians and members of the wider community. This study assesses the level of consumer rights awareness of university students in the Northern Territory of Australia. Based on a initial survey, areas of concern to students were first ascertained. A subsequent survey assessed the perceived and actual awareness levels of students in the predetermined product areas. Analysis of the primary data highlights interesting trends of awareness levels driven by demographic characteristics of the respondents. The overall awareness level for example was quite dismal at 55%. University students seemed least concerned about their consumer rights related ti the mobile phone industry. Survey results also highlight students' overwhelming concern in relation to their rights within the banking industry. The results highlight the need for early intervention at the grass-root levels to educate students' about key aspects of consumer rights and responsibilities. This will enable students to become properly equipped with the knowledge of dispute resolution and the role played by independent Federal and Territory bodies/organisations in achieving satisfactory consumer outcomes.