Abstract:

This study examines the responses of consumers to protect them from deceptive or harmful activities of companies in market process. Also, the background of consumers’ demanding behaviors were investigated. In this context, the objective of the study is to determine the relationship among consumers’ knowledge towards their rights created by law, the consciousness level, the attitude towards demanding the rights, and actual behaviors for protecting their rights. A survey has been conducted with 268 women teachers through a structured questionnaire. Data were analyzed through factor and regression methods. The findings of the study reveal a clear relationship among the level of consumer knowledge and consciousness with attitude towards actual behaviors for demanding the rights. A strong relationship was also found between attitude and actual behaviors for consumer rights.

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