Awareness Marketing Role in Promoting Consumer Protection Diagnostic Study Of A Consumer Units Sample In The Governorate of Dahuk - Iraq

Abstract

The aim of current research is to study the marketing awareness and its impact on consumer protection, when the market of Kurdistan region in general and the market of Dohuk Governate, in particular has become an open market for imported products as well as many local products, moreover the absence of the supervision and quality control, and this will reflected in one way or another on consumer protection, and also the physical and psychological damage through a number of deceptive marketing practices, either in production, or distribution, or promotion, or in pricing. And the marketing deception under the current circumstances became an ordinary and commercial style at the same time, regardless to the consumer social responsibility and ethics should be adopted by the producers or distributors, and others. In order to reach and cover the theoretical framework of the research, The researchers designed a questionnaire including the two dimensions of the study with some options covering that dimensions. And (67) copies of that questionnaire were distributed on a number of consumption units in the Dohuk Governate, and after data collecting and analyzing, the research concluded a set of results in which the most important as following:1. The level of education and income are the most important factors that influencing consumer awareness for the families researched.2. As the greater awareness of the families examined, there were an increased degree of protection from physical and psychological damages that affected them.3. The families examined need protection, in addition to the role of the state and non-governmental organizations that play a major role in educating consumers and protect them from damage incurred by their ignorance in the use of products, and exploit of producers of that ignorance to supply products not conforming to the specifications.