The present age may be called as the ‘age of advertisements’. In every walk of life we come in contact with advertisements in some or the other way. The impact of advertisements on our buying decisions is widespread. it has influenced the buying behaviour of both urban and rural consumers. Undoubtedly, advertisements have played an important role in educating the consumers, which in turn has changed their behaviour. The advertisement which gives the true picture of the product and advertises its details and features is a boon to the consumers. However, the consumer can be misled by false and repetitive advertisements about the product. The rural consumer is illiterate in respect of legl provisions of the Consumers protection Act. He is not united to fight legal cases against the manufacturers in the court of law. Government and private agencies in India offer rural consumers education programmes and widely disseminate consumer information.
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