Consumer Empowerment Profile in Rural and Urban Area

The purpose of this research was to analyze the profile of consumer empowerment and the influenceof demographic characteristics, socio-economic status and cosmopoliteness on consumer empowermentin rural and urban area. The research finding indicated a low consumer empowermentin urban and rural area. In general, most respondents who were not categorized as empowered consumerwere aged 37 years old, working in rural areas, included in income category ranged IDR397,874.57/capita/month both in rural and urban areas, family size of ≤ 4 persons in rural areas,length of education ≤9 years in rural areas and not cosmopolite in rural areas. Higher level of educationand the more cosmopolite the respondents would increase consumer empowerment both in ruraland urban area. One of the attempts in empowering consumers is by intensifying consumer educationinvolving government, NGOs, and private sector.