Effect of “Jago Grahak Jago” Communication Campaigns in India to Increase Consumer Awareness

Consumer awareness has become an important issue and a political, economic and social concern in developing countries. Thousands of people dies from taking adulterated food and eating duplicate medicines. In India, the government has taken many steps to protect consumers and in 2005 the Govt. of India started a national campaign “Jago Grahak Jago” to create awareness among consumers. The slogan ‘Jago Grahak Jago’ campaign has now become a very popular in every Indian household. The objectives of the study are measure the current level of consumer awareness and evaluate the effect of “Jago Grahak Jago “on the students. A sample of 100 students was randomly selected from a university’s regional centre. The data was collected through distributing questionnaires in Hindi and English. The study concludes that there is a significant effect of mass media campaigns on consumer buying behaviour but this change is mostly informal. There is no knowledge implementation in practical way. Therefore, education is not the only way to curb the problem but something more is needed to check the problem.