1

University of the East

Caloocan Campus
College of Arts and Sciences
Elementary and High School Department

“AWARENESS OF GRADE 12 ABM STUDENTS IN THE

UNIVERSITY OF THE EAST – CALOOCAN IN THE

SECOND SEMESTER OF SY 2017-2018

REGARDING ON THEIR BASIC

RIGHTS AS A CONSUMER”

In partial fulfilment for the requirements of

Research Project (HRE 122).

Submitted by:

ABM 12-4

De Guzman, Cerie Mae F.

Pimentel, John Kenneth C.
Quiton, Erica Ann M.
Santiago, Clarise
Semeniano, Ivy Claire B.

Submitted to:

Mr. Norman M. Santos

Subject Adviser

March 2018
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CHAPTER I: THE PROBLEM AND ITS BACKGROUND

BACKGROUND OF THE PROBLEM

Each of us is a consumer, every consumer consume different

commodities and services from our birth to death. All business activities revolve

around the consumer. In the words of Mahatma Gandhi (1890) ―A customer is

the most important visitor on our premises, he is not dependent on us. We de-

pendent on him, he makes favor to us, not we favor on him‖. Today‘s consumer

is said to be the king of the market. The form of exploitation may be looks-alike,

less weight, inferior quality of goods and services and exorbitant prices. So, there

is need of creating awareness in our country. Higher consumer awareness, lower

the exploitation and vice versa. Consumer awareness may be defined as clearly,

understanding the need and priority of purchasing, conditions and warranties of

purchase agreement and rights and duties of consumer.

This study aims to know how well aware the students regarding on their

basic consumer rights. From this, it will serve as a basis in determining and

assessing their knowledge about said rights. Thus, this study is indeed important

to conduct to help lessen the most common debatable issue in different

universities or schools.
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CONCEPTUAL FRAMEWORK

Input Process Output

(Independent) (Dependent)
 Review of
 Demographic related ―Awareness of Grade
profile of the literature and 12 ABM students in
respondents. studies. University of the
 List of basic  Data East-Caloocan in the
consumer collection second semester of
rights in the through school year 2017-
Philippines. survey 2018 regarding on
questionnaire. their basic rights as a
 Analysis and consumer.‖
interpretation
of data.
Figure 1. Conceptual Framework

The independent variable used in the study is the list of basic consumer

rights in the Philippines. In order to accomplish the study we will involve

ourselves in the process of reviewing the related literature and studies, data

collection through survey questionnaire and analysis and interpretation of data

that will result to the output which is the study ―Awareness of Grade 12 ABM

students in University of the East-Caloocan in the second semester of school

year 2017-2018 regarding on their basic rights as a consumer.‖

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STATEMENT OF THE PROBLEM

General Problem:

This study aims to know the awareness of the Grade 12 ABM students in

the University of the East – Caloocan regarding on their basic consumer rights.

Specific Problem:

Specifically, this study aims to answer the following:

1. What is the Demographic Profile of the respondents?

2. Are the respondents aware of their basic rights as a consumer?

3. How do the respondents become aware of their basic consumer

rights?

4. Which of the basic consumer rights are the respondents aware of?
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DEFINITION OF TERMS

 Awareness

- Having or showing realization, perception or knowledge.

 Basic

- The simplest and most important parts of something.

 Business

- Any lawful activity that offers goods and services to its customers

in exchange for profit.

 Consumer

- A person who buy goods and services.

 Goods

- Something that are made or grown to be sold or used. These are

products that are tangible.

 Right

- Something that a person is or should be morally or legally allowed

to have, get, or do.

 Services

- Providing someone with something that is needed or wanted.

Services are intangible.

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SIGNIFICANCE OF THE STUDY

This study aims to know the awareness of Grade 12 ABM students of

University of the East – Caloocan about their basic rights as a consumer. The

researchers will help the faculty in assessing how well aware are their students in

regards to their basic consumer rights. In addition to this, this research can serve

as a stimuli in providing and disseminating accurate information in the said rights.

This study is alleged significant to the following:

 Students

This study will serve to improve the understanding of the students

on their rights as a consumer, and what it entails and to be able to

exercise those rights in their daily life.

 Parents

This study will inform and assure parents that their child is

protected from frauds and scams.

 Faculty

This study will serve as a basis on the extent of the knowledge of

the students regarding their consumer rights, and through this, they will be

able to disseminate information accordingly.

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 Businesses

This study will be a basis for them because it is their responsibility

as an ethical business to inform their customers of their rights, should the

need arises.

 Future Researchers

This study will serve as a reference for the future studies that will

be conducted which may be related to this research.

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SCOPE AND DELIMITATION

The researchers will conduct a study which is entitled ―Awareness of ABM

Grade 12 Students in the University of the East – Caloocan in the Second

Semester of SY 2017 – 2018 Regarding on Their Basic Rights as a Consumer.‖

Slovin‘s formula is used to get the total respondents from the population of grade

12 ABM students. But due to limited time, the researchers opt to use 100

respondents.

To accomplish the objectives of the research, the researcher will ask the

respondents to answer the questionnaire that will serve as basis to assess the

awareness of the ABM Grade 12 students in the University of the East –

Caloocan regarding on their basic rights as a consumer. The respondents are

from ABM section one to six.

The research will be delimited on other schools rather than University of

the East Caloocan and on other students rather than Grade 12 ABM students.
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CHAPTER II: REVIEW OF RELATED LITERATURE AND STUDIES

LITERATURES

Foreign

Consumer Protection: Rights of Consumers Can Trusted for Success in

India

According to Jain (2015), consumer rights are the rights given to a

"consumer" to protect him/her from being cheated by

salesman/manufacturer/shopkeeper. It is refer to a consumer's right to safety, to

be informed, to choose and to provide manufacturers with information concerning

their products when they make a purchase. There are strong and clear laws in

India to defend consumer rights. Out of the various laws that have been enforced

to protect the consumer rights in India, the most important is the Consumer

Protection Act, 1986 which define consumer right as the „right to be protected

against marketing of goods and services which are hazardous to life and

property‟. Consumerism is a social as well as economic order which encourages

the buying of goods and services in ever-greater amounts. In some places, the

term consumerism refers to the organized movement of citizens and government

agencies to improve the rights and power of buyers in relation to sellers (Kotler &

Armstrong, 2015). The consumer movement covers some extra rights such as

adequate information of the product, proper protection against questionable

products and influencing power on product for improving quality of life in addition
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to the traditional rights such as right not to buy a product, expect safety product

and right to claim the expected performance from the product. Though the first

consumer movement began in England after the Second World War, a modern

declaration about consumer‘s rights was first made by the former US President,

John F. Kennedy before the US Congress on March 15, 1962, where four basic

consumer rights were recognized that is the right to satisfaction of basic needs,

the right to safety, the right to be informed and the right to choose. This is acted

as the springboard for research in this area. After that a number of research

studies have been undertaken on consumer rights, awareness among the

consumers about protections, against violations at the global level and in India.

Some studies dealt on methodological issues and some on empirical analysis.

The researcher has tried to review the following: Quazi (2014) examined the

managerial perception of consumerism with reference to the very different macro

environments of two countries--Australia and Bangladesh and found significant

differences between the two groups of managers in terms of their commitment to

consumerism on such issues as government regulation, advertising to children,

the role of consumer organization and industry self-regulation. Bradgate (2016),

in his research report that is prepared for the UK Department for Business,

Innovation and Skills examined some of the legal issues raised by the continued

growth of the market in digital products and the protection currently given by the

law to the consumer of digital products. According to him the present law on

consumer rights on purchase of digital products is unsatisfactory on several

grounds. Further he argued that despite several court decisions and the
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numerous discussions in academic and practitioner literature, the status of digital

products and the consumer's rights on purchase of such products remain

unclear.

Consumer Protection and Consumerism in India

Chaudhry, Chandhiok & Dewan (2016) studied on consumer protection

and consumerism in India. They argued that consumers of developing countries

have not been able to play a greater role in the development process only

because of poverty, unemployment and low literacy level. Although now

government has attempted to safeguard consumer's interests through various

legislations, consumer awareness through consumer education and actions by

the government, consumer activists, and associations are also needed the most

to make consumer protection movement a success in the country.

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Consumer Awareness Regarding Consumer Protection and

Consumer Protection Act 1986

According to Khurana & Khurana (2015) most of the consumers have

general awareness in relation to consumer protection and to safeguard the

interests of the consumers, Consumer Associations, Business Associations and

Government Legislations are also actively working. Krishnakumar &

Sakthiventhan (2015) conducted study on 125 rural respondents of Cuddalore

district to examine the consumer protection awareness among rural consumers.

They have the opinion that rural respondents are lacking with their heights and

responsibility and therefore they should be educated and trained towards their

own welfare. Fernandes (2013) examined about the various dimensions of

comparative advertising and its impact on the registered trademarks of the

owners. He argued that although initially comparative advertising was considered

as unfair competition but today it has been looked upon positively as a means of

providing a detailed study reference which would in turn help consumers in

knowing the true facts of the various products and be careful in their purchases.

Nwaizugbo & Ogbunankwor (2013) examined the level of satisfaction attained by

the consumers from different consumer protection agencies in Anambra State,

Nigeria. For this purpose they have surveyed total 43 out of 92 complainants and

found that consumer protection agencies and duties carried out by these

consumer protection agencies have significant effect on consumer satisfaction.

They further recommended that the agencies should among other things, liaise

with market associations, the media, consumer groups, sister agencies and other
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relevant stakeholders to achieve the desired consumer satisfaction. Thus, from

the above review of literature it is evident that quite a number of studies have

already been undertaken on consumer rights and related issues. The present

study in this respect is an attempt to discuss some important aspects of

consumer rights in the context of business.

The review of literature presented below is limited to the eight basic

consumer rights as defined by Consumers International (2014) and adopted by

the National Consumer Affairs Council of the Department of Trade and Industry

in the Philippines are presented below. Consumer awareness is referred to as

the perception or understanding of these rights by consumers.

The first right refers to basic needs. This right ensures availability of basic

goods and services to consumers at affordable prices and of good quality. It

includes adequate food, clothing, shelter, health care, education, public utilities,

water and sanitation to lead a decent life. Based on these human needs, the

United Nations Guidelines on Consumer Protection defines sustainable

consumption as including ―meeting the needs of present and future generations

for goods and services in ways that are economically, socially and

environmentally sustainable‖ (United Nations, 2013). The Universal Declaration

of Human Rights in 1948, Paris (Article 25), as cited by United Nations

Educational Scientific and Cultural Organization (UNESCO) further signifies that

"Everyone has the right to a standard of living adequate for the health and well-

being of himself and of his family, including food, clothing, housing and medical

care and necessary social services..."

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The second right pertains to safety. This right assures consumers to be

protected against marketing of goods which are injurious to health and life.

Consumers are assured that manufacturers of consumer products undertake

extensive safety and performance testing before selling their products in the

market. Products should be properly labelled with information as to the contents,

use, precautions or warning signs and how to prepare it, if the need arises.

Wilson (2014) argues that consumers have the right not only to expect protection

from hazardous products and services purchased in the marketplace, particularly

if used properly for their intended purpose but also the right to be protected from

the sale and distribution of dangerous goods and services. On the other hand,

Dumalagan (2013) emphasizes that all consumers are entitled to safety against

the marketing of goods or the provision of services that are hazardous to their

health and life. She supports that economic globalization may benefit the

consumers as a consequence of the expanding circulation of goods and

services, thus, enhancing their right of choice, based on needs and purchasing

power. Conversely, it may also create certain uncertainty about their safety. As

Harland (2013) declares, the capacity of goods and services to cause serious

injury or death has vastly increased as consumers are often faced with

inadequate information to assess whether these goods and services conform to

basic safety requirements.

The third is the right to information. This is the right of consumers to be

protected against dishonest or misleading advertising or labelling and the right to

be given the facts and information needed to make an informed choice.

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Consumers have the right to receive adequate information about products on

which to base buying decisions. Information to consumers includes product

specification, place of origin, safety warnings, price, mode of payment, date of

quality assurance, description of after-sale services, warranty, ingredient,

nutritional facts, etc. Consumers expect complete information about the product

to be purchased including its use, ingredients or chemical contents, limitations

and expiry date. Consumers must be informed about the safety precautions to be

taken while using the product to avoid loss or injury. Limited information is one of

the factors causing exploitation of consumers. Aaker and Day (2013) cited the

right to be informed as a fundamental economic interest of the consumer. They

believe that consumers should be provided with sufficient information to make

wise purchase decisions. Information should not be persuasive as shown by

commercials, but should be informative. At present, products are massive in

quantity and more complicated to assess. Against this numerous products are lay

buyers who do not have the time or the capacity to obtain information to help

them in making the correct decision to buy. Along this line, Peter and Olson

(2015) demonstrated that a substantial amount of marketing information is

miscomprehended in that consumers form inaccurate, confused or inappropriate

information interpretation. The type of miscomprehension can vary from

confusion over similar brand names to misinterpreting a product claim by forming

an inaccurate means-end chain.

The fourth is the right to choose. This deals with the right to choose

products and services at competitive prices, with an assurance of satisfactory

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quality. Consumers expect a wide array of goods and services which are offered

in the market with diverse brands, sizes, shapes, colors and with differences in

the price, quality and use. Consumers have the right to be assured that a

selection of quality products and services are available for them to purchase at

competitive prices. The right to choose also intends to protect competitors from

each other, particularly the small firms from the large and powerful ones.

According to Wilson (2015) a consumer should have the opportunity to select the

goods or services that he or she wants to purchase. Gupta and Panchal (2014)

pointed out that with the rise in the income of people, the quality, quantity and

sophistication of the consumer goods has also increased. They believe that the

market literally overflows with new products based on intricate technology thus

making it very difficult for the consumer to select an item because of misleading

advertisements and improper media emphasis as well.

The fifth right refers to representation. The right to representation is also

known as the right to be heard. This is the right to express consumer interest in

the making and execution of government policies that will have an impact on the

supply of goods and services to consumers. Consumers expect legislators would

propose laws that would ensure that consumers would have the chance to live a

better life by getting the best value for their hard-earned money. Consumers

have the right to equal and fair consideration in government policy-making

situations, as well as prompt treatment in administrative courts or legal

communities. Consumers have the right to complain when there are problems or

concerns. The right to be heard involved an assurance that consumer would be

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considered in the formulation of government policy and during regulatory

proceedings. Some business enterprises advocate this consumer right in

formulating their policies (Aaker and Day, 2013).

The sixth is the right to redress. This is the right of consumers to be

compensated for misrepresentation, shoddy goods or unsatisfactory services.

Under this right, consumers expect defective goods to be replaced or money

refunded by the seller or dealer. Consumers also have the right to seek legal

remedies in the appropriate courts of law. Through this right, the consumers are

assured that their complaints will receive due attention. This right also provides

for due compensation to consumers if they have suffered a loss or are put to

jeopardy due to the fault of the supplier or manufacturer. Aaker and Day (2013)

pointed out that consumers should be given an opportunity to voice

dissatisfaction and complaint is settled satisfactorily. A variety of innovations,

including free legal service for the poor, consumer class action suits, and

arbitration procedures have substantially enhanced the right to recourse and

redress, or to fair settlement of just claims.

The seventh right pertains to consumer education. This is the right to

acquire the knowledge and skills necessary to be an informed consumer.

Consumers may look forward to the three sectors of society: business,

government and consumer would embark on an information campaign through

tri-media on consumer-related issues as well as series of seminars, conferences,

for training and public hearings for the welfare of consumer. To prevent market

malpractices and exploitation of consumers, consumer awareness and education

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are essentially required. Recognizing the importance of consumer education,

Singh (2016) lays down four important aspects: (a) Informed Choice- Consumers

must learn to obtain information on goods and services, discriminate between

sources of information, understand the psychology of selling and advertising; (b)

Value Systems- Consumer education must enable the consumer to understand

that individual consumer decisions have a broad social impact and influence on

such important things as the overall allocation of resources within the society; (c)

Wise Decision Making- Consumers need information to make careful, wise

decisions and informed choices; and, (d) Catalyst for Action-Consumers must be

aware of the available avenues of consumer complaint and redress and learn to

use them for their benefit. In addition, Prajapati et al. (2014) acknowledges the

help of consumer education in making wise choice especially in developing

countries where it becomes more important because there is variety of products

and there is little control over standards.

Lastly, the eight right concerns a healthy environment. This right assures

consumers to live and work in an environment which is neither threatening nor

dangerous and which permits a life of dignity and wellbeing. Consumers expect

the government exerting effort regarding the alarming increase in the degradation

of the environment especially on forest, dying wildlife, depleted land fill space

and environmental contamination to prevent further damage and the constant

monitoring of our seas, coral reefs, forest and waste disposal being committed by

factories to check if there is a violation of the laws on environmental protection.

Dumalagan (2015) emphasizes that all consumers are entitled to a healthy

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environment and should be protected from the devastating effects of air, earth,

and water pollution that may affect the performance of daily marketplace

operations. Consumers have the right to live and work in an environment that

does not threaten the well-being of present and future generations.

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Local

Consumer Act of the Philippines (Republic Act No. 7394)

According to Congress of the Philippines (1992), in the Republic Act No.

7394, Consumer Act of the Philippines, the following are some of the articles in

said law that explicitly details the implications of the policies:

Article 1 states that, ―It is the policy of the State to protect the interests of

the consumer, promote his general welfare and to establish standards of conduct

for business and industry. Towards this end, the State shall implement measures

to achieve the following objectives:

a) protection against hazards to health and safety;

b) protection against deceptive, unfair and unconscionable sales acts and

practices;

c) provision of information and education to facilitate sound choice and the

proper exercise of rights by the consumer;

d) provision of adequate rights and means of redress; and

e) involvement of consumer representatives in the formulation of social and

economic policies.‖

Article 5 explains that, ―It shall be the duty of the State:

a) to develop and provide safety and quality standards for consumer

products, including performance or use-oriented standards, codes of

practice and methods of tests;

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b) to assist the consumer in evaluating the quality, including safety,

performance and comparative utility of consumer products;

c) to protect the public against unreasonable risks of injury associated with

consumer products;

d) to undertake research on quality improvement of products and

investigation into causes and prevention of product related deaths, illness

and injuries;

e) to assure the public of the consistency of standardized products.‖

Article 20 states that, ―The State shall ensure safe and good quality of

food, drugs, cosmetics and devices, and regulate their production, sale,

distribution and advertisement to protect the health of the consumer.‖

Article 42 elaborates that, ―The State shall adopt measures designed to

protect the consumer against substances other than food, drugs, cosmetics and

devices that are hazardous to his health and safety.‖

Article 48 explains that, ―The State shall promote and encourage fair,

honest and equitable relations among parties in consumer transactions and

protect the consumer against deceptive, unfair and unconscionable sales acts or

practices.‖

Article 74 states that, ―The State shall enforce compulsory labeling, and

fair packaging to enable the consumer to obtain accurate information as to the

nature, quality and quantity of the contents of consumer products and to facilitate

his comparison of the value of such products.‖

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Article 108 explains that, ―The State shall protect the consumer from

misleading advertisements and fraudulent sales promotion practices.‖

Article 125 states that, ―The State shall cause the accreditation of repair

and service firms or establishments and their technical personnel in order to

protect the interest of the consumers availing of their services.‖

Article 131 explains that, ―The State shall simplify, clarify and modernize

the laws governing credit transactions and encourage the development of fair

and economically sound consumer credit practices. To protect the consumer

from lack of awareness of the true cost of credit to the user, the State shall

assure the full disclosure of the true cost of credit.‖

Article 154 states that, ―The Department of Education, Culture and Sports,

with the cooperation and advice of the Council, shall develop and adopt a

consumer education program which shall be integrated into existing curricula of

all public and private schools from primary to secondary level.

A continuing consumer education program for out-of-school youth and

adults shall likewise be developed and undertaken.

The consumer education program shall include information regarding:

a) the consumer as a responsible member of society and his responsibility to

develop:

1) critical awareness which is the responsibility to be alert and questioning

about the use of and price and quality of goods he uses;

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2) assertiveness which is the responsibility to assert himself and act so he is

assured of a fair deal, aware that for as long as he remains to be a

passive consumer he will continue to be exploited;

3) social concern which is the responsibility to be aware of the impact of his

consumption on other citizens, especially the disadvantaged; and

4) environmental awareness which is the responsibility to understand the

environmental consequences of his consumption, recognizing his

individual and social responsibility to conserve natural resources for future

generations;

b) consumer rights; and

c) practical problems the consumer faces in daily life.‖

Article 159 explains that, ―The concerned department may commerce an

investigation upon petition or upon letter-complaint from any consumer: Provided,

That, upon a finding by the department of prima facie violation of any provisions

of this Act or any rule or regulation promulgated under its authority, it may motu

proprio or upon verified complaint commerce formal administrative action against

any person who appears responsible therefor. The department shall establish

procedures for systematically logging in, investigating and responding to

consumer complaints into the development of consumer policies, rules and

regulations, assuring as far as practicable simple and easy access on the part of

the consumer to seek redress for his grievances.‖

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Consumer Rights and Obligations

According to the Department of Energy (2004), the following are the

Consumer Rights and Obligations under the Magna Carta for Residential

Electricity and Consumers:

Basic Rights

 To have quality, reliable, affordable, safe, and regular supply of

electric power;

 To be accorded courteous, prompt and non-discriminatory service

by the electric service provider;

 To be given a transparent, nondiscriminatory and reasonable price

of electricity consistent with the provision of RA 9136;

 To be an informed electric consumer and given and given adequate

access to information on matters affecting the electric service of the

consumer concerned;

 To be accorded prompt and speedy resolution of complaints by

both the distribution utility and/or the ERC;

 To know and choose the electric service retailer upon

implementation of retail competition; and

 To organize themselves as a consumer organization in the

franchise area where they belong and where they are served by the

distribution utility or as a network of organizations.

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Basic Obligations

 To observe the terms of his contract including among others things,

paying monthly bills promptly and honestly;

 To allow the faithful and accurate recording of consumption to be

reflected in the appropriate device;

 To allow the utility's employee/representative entry/access to his

premises for the purpose provided for in Article 29 hereof;

 To take proper care of metering or other equipment that the electric

utility has install in the his premises;

 To inform the distribution utility and/or proper authorities of any theft

or pilferage of electricity or any damage caused by any person to

the electric meter and equipment appurtenant thereto; and

 To cooperate with and support program on the wise and efficient

use of electricity.
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Consumer Rights

 Right to electric service;

 Right to a refund of bill deposits;

 Exemption from payment of meter deposits;

 Right to an accurate electric watt-hour meter; determination of

average error;

 Right to refund of over-billings;

 Right to a properly installed meter;

 Right to a meter testing by electric utility and/or ERC;

 Right to a prompt investigation of complaints; customer dealings;

 Right to extension of line and facilities;

 Right to information; scheduled power interruptions;

 Right to a transparent billing;

 Right to a monthly electricity bill;

 Right to due process prior to disconnection of electric service;

 Right to a notice prior to disconnection;

 Right to suspension of disconnection;

 Right to tender payment at the point of disconnection; deposit

representing the differential billing;

 Right to electric service despite arrearages of previous tenant;

 Right to reconnection of electric service;

 Right to witness apprehension;

 Right to ERC testing of apprehended meter;

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 Right to payment under protest; and

 Right to file complaints before ERC.

Consumer Obligations

 Obligation to pay bill deposit;

 Obligation to allow inspection, installation and removal of electricity

apparatus;

 Obligation to allow the construction of poles, lines and circuits;

 Obligation to receive monthly bills;

 Obligation to pay monthly electric bills;

 Obligation to pay billing adjustments;

 Obligation not to commit illegal use of electricity; and

 Obligation to pay differential billing.

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Republic Act No. 8792

According to the Senate and House of Representatives of the Republic of

the Philippines (2000), in the Republic Act No. 8792, An Act Providing for the

Recognition and Use of Electronic Commercial and Non-Commercial

Transactions and Documents, Penalties for Unlawful Use Thereof, and for Other

Purposes, it states that, ―The State recognizes the vital role of information and

communications technology (ICT) in nation-building; the need to create an

information-friendly environment which supports and ensures the availability,

diversity and affordability of ICT products and services; the primary responsibility

of the private sector in contributing investments and services in

telecommunications and information technology; the need to develop, with

appropriate training programs and institutional policy changes, human resources

for the information technology age, a labor force skilled in the use of ICT and a

population capable of operating and utilizing electronic appliances and

computers; its obligation to facilitate the transfer and promotion of technology; to

ensure network security, connectivity and neutrality of technology for the national

benefit; and the need to marshal, organize and deploy national information

infrastructures, comprising in both telecommunications network and strategic

information services, including their interconnection to the global information

networks, with the necessary and appropriate legal, financial, diplomatic and

technical framework, systems and facilities.‖

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STUDIES

Foreign

Need for Consumer Organization

According to the study of D.A.R. Subramanyam (2013) ―To elicit the

opinion of educated consumers in Guntur district of Andhra Pradesh‖. The study

found out that a large majority of persons became aware of the terms, such as

‗consumer‘, ‗consumer protection‘, and consumer movement quite late and that

too through newspapers and magazines. About a quarter of the respondents

came to know about these terms during their casual discussions with their

friends.

Consumer Protection in India: A study of select District Forums in Andhra

Pradesh

G. Bhashyam (2014) conducted a study and examined the working of

District Forums in Andhra Pradesh and the extent of consumer awareness about

the provisions of the Consumer Protection Act. The study further reveals that

among the urban respondents, 82 percent were aware about the provisions of

the Consumer Protection Act and the remaining 18 percent did not have any

awareness about the consumer protection legislation. Among the rural

consumers, 68 percent of the respondents were found to be aware about the Act

and 32 percent were not. Moreover, 78 percent of the 175 urban respondents,
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and 77 percent of the 225 rural respondents, were found to be aware of their

rights as consumers. Income wise analysis of the respondents shows that the

respondents from very low income group got to know about the Consumer

Protection Act from the television, people from middle income and the high

income groups got the relevant information from newspapers and magazines.

Among the illiterate groups, 50 percent people come to know about the Act

through the radio and from neighbors and friends. For the present study, it has its

limitations for being limited to Consumers of Andhra Pradesh only.

Consumer Rights, Awareness and Actions in Small Cities

The study of Narinder Kumar and Neena Batra (2013) revealed that

consumers were well aware of their rights, but only a few consumers exercise

them. This is not because consumers are lethargic or inactive or impotent, but

the real cause for not availing their rights is the unsatisfactory response of their

voice. Besides several commentaries and studies on consumer protection, some

articles have been carried out on consumer awareness.

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Local

Consumers’ Awareness on their eight basic rights: A comparative study of

Filipinos in the Philippines and Guam

Base on the study of Ibarra, V. C. & Revilla, C. D. (2014) which is the

―Consumers‘ Awareness on their eight basic rights: A comparative study of

Filipinos in the Philippines and Guam.‖ The researchers‘ study consider Filipino

consumers living in two different places and the degree to which they are aware

of the eight basic consumer rights and whether there are significant differences in

their level of awareness. The eight consumer rights are: Right to basic needs,

Right to safety, Right to information, Right to choose, Right to representation,

Right to redress, Right to consumer education, and Right to healthy environment.

Findings show moderate overall degree of awareness of both Filipinos living in

their own country and those living in Guam. No significant difference was

observed as to their overall awareness on the eight basic rights. However,

significant differences were manifested in three rights: basic needs, information

and choice. Filipinos living in Guam have low awareness on their right to choose

and right to information while Filipinos in the country showed moderate

awareness on all other rights except for right to safety.

 32

Consumer Awareness on Labelled Food Products in Digos City

According to the study of Patosa, Jerson & Micheal O. Tumulak, Jhon.

(2016) entitled ―Consumer Awareness on Labelled Food Products in Digos City‖

states that consumer awareness refers to the individual understanding of their

rights as a consumer concerning available products and services being marketed

or sold. The concept involves four categories including safety, choice, information

and the right to be heard. However, food labels are found to be very important

public health tool that is used to promote a balanced diet and enhance the public

health and wellbeing. Food labels information assists consumers to better

understand the nutritional value of food choices and enables them to compare

the nutritional values of similar food products and to make healthy informed food

choices based on the relevant nutrition information (Washi, 2013). As consumers

are becoming increasingly aware the relationship between diet and disease,

demand for nutrition information increases. The used and impact of the current

labeling reflects that consumers perceive themselves as knowledgeable

regarding the use of labeling. Many consumers feel confident that they

understand how to read labels and prefer using a food label than relying on their

own knowledge. Labeling statement may reflect new information about attributes

that allows consumers to make different choices.

 33

Unfair Trade Practices in the Philippines

The study of Trinidad (2014) revealed that consumers do not often take

advantage of effective competition because of information asymmetries, unfair

trade practices, unfair standard contract terms, high search and switching costs,

and imperfect decision-making processes. Moreover, while consumers were

envisaged as the ultimate beneficiaries of the liberalized markets, this premise

holds only when consumers are responsive to price and output and are thus able

to seek the best price-quality combination on offers. For instance, if demand is

inelastic and switching costs are high or unfair trade or abusive practices prevent

them acting in their best interest they will not be able to enjoy the advantages of

a competitive market. Cseres cited empirical studies in recently liberalized

markets which showed high degree of consumer apathy and indicated that many

consumers despite the optimal balance between search, switching costs and

expected gains are not taking advantage of beneficial switching and, in some

cases, are switching to higher-cost suppliers. Presently, there is a Consumer

Complaints Center which is charged with the duty to ―receive and evaluate

complaints and inquiries from the general public and immediately take action

thereon or refer the complaint/inquiry to the government agency concerned for

appropriate action," and "recommend measures to make the implementation of

consumer protection, price stabilization, fair trade and related laws more effective

and meaningful‖ (Domingo, 2014). The Center provides assistance directly with

the affected consumers in line with the Consumer Protection Law 3.

 34

CHAPTER III: RESEARCH METHODOLOGY

This chapter presents the research methodology used in this study,

research locale, research design, population and samples, respondent of the

study, research instrument, data gathering procedure and the statistical

treatment of data.

Research Locale

The researchers conducted the study in University of the East – Caloocan

Campus and focused on the Basic Education Department particularly in the

Senior High School Level. The educational institution was located in 105 Samson

Road, Sangandaan, Caloocan. Tan Yan Kee Building is where most of the Grade

12 ABM Students can be found. We gathered our data from room 200 up to room

206, last January 08, 2018, 11:30 am.

Research Design

This study employed the research design case study in gathering

information as it required an in-depth examination and analysis of the gathered

data in order to determine the general problem which is the awareness of Grade

12 ABM students in the University of the East – Caloocan regarding on their

basic rights as consumer. This sought to investigate how well aware the students

about their basic consumer rights.

 35

Population and Samples

The total population of the Accountancy, Business, and Management

strand‘s respondents is 1,065, and the sample size is 291 students based on the

Slovin‘s Formula. However, due to time constrained, the researchers have

agreed that the respondents to be surveyed are only going to be limited to 100

students—equally divided into 50 male and 50 female.

Slovin‘s Formula is used to determine the sample size from the population

of the students. This will be the basis for the respondents.

Formula: = )
= = = 291
( ) (

whereas:

S is the sample size

N is the population

e is the margin of error

Data were gathered through survey questionnaire. The researcher

chooses the respondents through random sampling so that each member of the

population has an equal chance of being selected.

 36

Respondent of the Study

The respondents of the study were limited to one hundred Grade 12

students only from Accountancy and Business Management Strand. The

respondents‘ age ranges from 17-19 years old. The respondents were divided

equally, fifty male respondents and fifty female respondents.

Research Instrument

A researcher-made questionnaire was used to gather the data needed for

the study. Researcher-made questionnaire was prepared with the help of related

literatures and studies about the awareness of basic consumer rights. The

questionnaire was divided into two parts. First, personal informations of the

respondents. The personal informations taken were: 1.) Name, 2.) Age and 3.)

Gender. Putting the name on the questionnaire was optional. It is due to some

sensitive information that would be shared on the questionnaire. Through that,

researchers can also make the respondents‘ personal informations confidential.

The second or last part was composed of the questions related to the

study. Each question helps to determine the awareness of the respondents

regarding on their basic consumer rights. A total of four questions were made by

the researchers to get sufficient data for the study. Each question has a purpose.

First Question – The researchers wanted to know if the respondents were

aware of their basic rights as a consumer.

 37

Second Question – This deals with the experience of the respondents

wherein they have to apply their rights as a consumer.

Third Question – The researchers would like to know how the respondents

become informed of their consumer rights.

Fourth Question – The last question would let the researchers know which

of the basic consumer rights the respondents aware of.

Data Gathering Procedure

The researchers started with making a survey questionnaire in order to

gather the data needed for the study being conducted. In January 8, 2018 the

researchers started to gather information by using the method of surveying. The

survey was conducted in room 200 to 206 Tan Yan Kee building in the University

of the East-Caloocan. Each of the researchers were given twenty (20)

questionnaires, ten questionnaires for male respondents and also ten

questionnaires for female respondents. The handling of the questionnaire was

done personally by the researchers and facilitated by the retrieval of responses.

The researchers distributed the survey questionnaires during break time at

exactly 11:30 am. The researcher asked their friends from each section to

disseminate the questionnaires and get it after 15 minutes of time. In January 8,

2018 the surveying was done. The surveying occurred only on January 8, 2018.

A total of one hundred (100) students were surveyed. After the surveying

procedure, answers were tallied and totaled to easily analyze the result of the
 38

survey the researchers had done. Data gathered were tabulated and graphed for

easier analysis.

Statistical Treatment of Data

The data were treated using the formula:

1. Percentage

This will employ to determine the frequency counts and percentage

distribution of personal related variables of the respondents.

Formula: % =F/N ×100

whereas:

% is the percentage

F is the Frequency

N is the total number of respondents

100 is a constant value

 39

CHAPTER IV: PRESENTATION, ANALYSIS AND INTERPRETATION OF

DATA

This chapter presents the data and information gathered from the Senior

High School students of the University of the East - Caloocan.

Data Presentation

The data collected are presented into tables and graphs in this chapter for

more effective visual representations.

Part I. Demographic Profile of the Respondents

Question no. 1: What is the demographic profile of the respondents

in terms of their age?

N = 100

Distribution of the Respondents

According to Age

30
25 27 27
20 22
20
15
10
5
0 3 1
Female Male

17 years old 18 years old 19 years old

Figure 2. Distribution of the Respondents According to Age

 40

Figure 2 reveals the demographic profile of the respondents in terms of

age. For female respondents twenty-seven percent (27%) are eighteen years old,

twenty percent (20%) are seventeen years old and three percent (3%) are

nineteen years old. For male respondents twenty-seven percent (27%) are

eighteen years old, twenty-two percent (22%) are seventeen years old and one

percent (1%) is 19 years old.

The figure shows that most of the respondents are eighteen years old with

the total percentage of fifty-four percent (54%). While the least of the

respondents are nineteen years old that has a total percentage four percent

(4%). The remaining percentage of the respondents which is forty-two percent

(42%) are seventeen years old.

 41

Question no. 2: What is the demographic profile of the respondents

in terms of their gender?

N = 100

Distribution of the Respondents According to

Gender

50
50 50
40

30

20

10

0
Female Male

Age

Figure 3. Distribution of the Respondents According to Gender

Figure 3 shows the distribution of the respondents according to gender.

Fifty percent (50%) of the respondents are female and the other fifty percent

(50%) of the respondents are male.

The figure illustrates that fifty percent (50%) of the respondents were

equally distributed to male and female.

 42

Data Analysis

The data collected were summarized, analyzed and interpreted using the

descriptive statistical tools such as percentages.

Part II. Survey Questions

A. Overall Data

Tally Sheet of Data

N = 100
Question no. 1 Yes No

Female 47 3

Male 49 1

Question no. 2 Yes No

Female 38 12

Male 35 15

Question no. 3 Social School Parents Peer Television/ Others

Media Groups Radio
Female 20 20 32 6 12 0

Male 31 14 17 12 8 0

Question no. 4
Representation
Right to Safety
Right to Basic

Environment
Information
Consumer
Education

Right to a
Redress
Right to

Right to

Right to

Right to

Right to
Choose

Healthy
Needs

Female 29 32 41 5 8 24 33 24

Male 36 21 25 5 11 12 16 12

Table 1. Tally Sheet of Data

 43

B. Detailed Presentation of Data

1. Are you aware of your basic rights as a consumer?

N = 100

50
49
45 47
40
35
30
25
20
15
10
5
0 3 1
Female Male

Yes No

Figure 4. Question no. 1

Figure 4 illustrates the awareness of the female and male respondents

regarding their basic rights as a consumer. Forty-seven percent (47%) of the

female respondents are aware of their basic consumer rights while the remaining

three percent (3%) of the female respondents are not. For male respondents,

forty-nine percent (49%) are aware to their basic rights as a consumer while the

remaining one percent (1%) are not.

 44

The figure confirms that most of the respondents are aware of their basic

consumer rights. As we can see in the figure above it shows that ninety-six

percent (96%) answered yes to the stated question and only four percent (4%) of

the respondents answered no.

2. Have you encountered a situation wherein you need to apply your

consumer rights?

N = 100

40
38
35
35
30
25
20
15
15
10 12
5
0
Female Male

Yes No

Figure 5. Question no. 2

Figure 5 explains whether the respondents encountered a situation

wherein they have to apply their consumer rights. For female respondents, thirty-

eight percent (38%) had an experience wherein they applied their consumer

rights while the remaining three percent (3%) do not yet have an experience to

the asked question. Thirty-five percent (35%) of the male respondents already
 45

had an experience wherein they applied their rights as a consumer while the

remaining fifteen percent (15%) do not yet applied their consumer rights.

The figure above clearly describes that most of the respondents had

already encountered a situation wherein they have to apply their consumer

rights. In the figure above we observed that seventy-three percent (73%) of the

total respondents answered yes to the stated question while the remaining

twenty-seven percent (27%) answered no.

3. How were you informed of these rights?

N = 100

35

30 32 31

25

20
20 20
15 17
14
10 12 12

5 8
6
0 0 0
Female Male

Social Media School Parents Peer Groups Television/Radio Others

Figure 6. Question no.3

Figure 6 describes how the respondents were informed of the basic

consumer rights. For female respondents, thirty-two percent (32%) were

informed through their parents, twenty percent (20%) were informed through
 46

social media, twenty percent (20%) were informed through their schools, twelve

percent (12%) were informed through television or radio and the other six percent

(6%) were informed through peer groups. For male respondents, thirty-one

percent (31%) were informed through social media, seventeen percent (17%)

were informed through their parents, fourteen percent (14%) were informed

through their school, twelve percent (12%) were informed through their peer

groups and the remaining eight percent (8%) were informed through television

and radio.

The figure above elucidates that most of the female respondents were

informed of their consumer rights through their parents that has a total

percentage of thirty-two percent (32%) while the least of the female respondents

were informed through their peer groups that has a percentage of six percent

(6%). For male respondents, most of them were informed through social media

that has a percentage of thirty-one percent (31%) and the least of the male

respondents that has a percentage of eight percent (8%) were informed through

television and radio. In all, most of the respondents were informed through social

media and the least of the respondents were informed through their peer groups.
 47

4. Which of these basic consumer rights are you aware of?

N = 100

50

40 41
36
30 29 32 33

20 24 24 25
21
16
10 11 12 12
5 8 5
0
Female Male

Right to Basic Needs Right to Safety

Right to Choose Right to Redress
Right to Representation Right to Consumer Education
Right to Information Right to a Healthy Environment

Figure 7. Question no. 4

Figure 7 presents the basic consumer rights that the respondents are

aware of. For female respondents, forty-one percent (41%) are aware of right to

choose, thirty-three percent (33%) are aware of right to information, thirty-two

percent (32%) are aware of right to safety, twenty-nine percent (29%) are aware

of right to basic needs, twenty-four percent (24%) are aware of right to consumer

education, twenty-four percent (24%) are aware of right to a healthy environment,

eight percent (8%) are aware of right to representation and five percent (5%) of

the female respondents are aware of right to redress. For male respondents,

thirty-six percent (36%) are aware of right to basic needs, twenty-five percent

(25%) are aware of right to choose, twenty-one percent (21%) are aware of right

to safety, sixteen percent (16%) are aware of right to information, twelve percent

(12%) are aware of right to consumer education, twelve percent (12%) are aware
 48

of right to a healthy environment, eleven percent (11%) are aware of right to

information, and five percent (5%) of the male respondents are aware of right to

redress.

The figure explicitly illustrates that most of the female respondents are

aware of their right to choose in which it has forty-one percent (41%) while the

least of the female respondents are aware of their right to redress in which it has

only a percentage of five percent (5%). Most of the male respondents are aware

of their right to basic needs in which it has thirty-six percent (36%) while the least

of the male respondents are aware of their right to redress in which it has only a

percentage of five percent (5%). In all, most of the respondents are aware of their

right to choose and the least of the respondents are aware of their right to

redress.
 49

CHAPTER V: SUMMARY OF FINDINGS, CONCLUSIONS AND

RECOMMENDATIONS

This chapter contains the findings, conclusions, and recommendations by

the researchers based on the gathered data.

Summary of Findings

The following are the findings based on the gathered data.

Part I. Demographic Profile of the Respondents

 Majority of both the male and female respondents are eighteen years-olds,

the least are nineteen year-olds, while the remaining are seventeen year-

olds.

 Both the males and females are equally divided.

Part II. Survey Questions

 Most of both the male and female population answered yes to the

question ―Are you aware of your basic rights as a consumer?‖ while the

remaining few answered no.

 Majority of both male and female respondents answered yes when they

were asked if they had encountered a situation in which they needed to

apply their basic consumer rights.

 50

 The respondents have different answers when asked how they were

informed of these rights, which is ranked in this order—for the female

respondents, the first and the majority being their parents, second being

social media, third being their schools, fourth being radio and television,

and fifth and least being their peer groups. For the male respondents, the

first and the majority being social media, second being their parents, third

being their schools, fourth being their peer groups, and fifth and the least

being radio and television.

 When asked which of the basic of their rights are they aware of, the

answers are ranked in this order—for the female respondents, the first and

the majority is the right to choose, second is the right to information, third

is the right to safety, fourth is the right to basic needs, fifth is the right to

consumer education, sixth is the right to a healthy environment, seventh is

the right to representation, the eight and the least is the right to redress.

For the male respondents, the first and the majority is the right to basic

needs, second is the right to choose, third is the right to safety, fourth is

the right to information, fifth is the right to consumer education, sixth is the

right to a healthy environment, seventh is the right to representation, and

the eight and the least is the right to redress.

 51

Conclusions

1. The majority of the Grade 12 Accountancy, Business, and Management

students are aware of their eight basic consumer rights which are the right

to information, right to choose, right to safety, right to a healthy

environment, right to consumer education, right to basic needs, right to

representation, and the right to redress from various sources namely their

parents, schools, social media accounts, radios and televisions, and their

peer groups.

2. The respondents, which are the Grade 12 ABM students, range from

seventeen to nineteen year-olds, having an equal population in both males

and females.

3. Majority of the Grade 12 ABM students are aware and have a background

knowledge of some of their basic consumer rights.

4. The majority of the female respondents learned of their basic consumer

rights from their parents, and as for the male responders, most of them

have been informed of said rights through social media platforms.

5. There are still students, even though they may only be a handful, that are

not aware of their basic consumer rights, which is something that should

be remedied.

6. Most of the female respondents have prior knowledge on their right to

choose, while majority of the male responders are aware of their right to

basic needs. On the other hand, both male and female respondents have

the least knowledge on their right to redress, which is the ―right of

 52

consumers to be compensated for misrepresentation, shoddy goods or

unsatisfactory services.‖

7. Only some of the respondents learned of their basic consumer rights at

school, meaning that not all schools include this subject in the students‘

curriculum in both the Junior and Senior High Schools.

 53

Recommendations

1. The teaching of basic consumer rights should be integrated in all

schools, both public and private, starting on their Junior High School in

order to protect the students from frauds and scams, and also to

educate them at an early age of these rights which they may be able to

use in real life if the situation calls for it.

2. The basic consumer rights should also be thought to Senior High

School students, especially the Accountancy, Business, and

Management strand, as they will take career paths that are business-

related. They must learn to adhere to the laws that were implemented

that protect their future costumers.

3. The government must always be firm in implementing these rights so

that they may be able protect the consumers‘ rights better and also to

keep the businesses in line. More importantly, they should do so with

rigour in order to increase the awareness that these rights actually

exist.