Vol. 3, Issue 8, Part C (2017)

Abstract
Under the modern concept of marketing, the consumer is regarded as the king and the business is expected to provide maximum possible satisfaction to him, but in reality the king is misguided and exploited by his kingdom and needs social and legal protection. This infact is the biggest paradox of modern times. This paper aims to analyse consumer awareness towards Consumer Protection Act 1986, in the state of Uttarakhand. The study proves that people in the hilly areas of the state have low level of consumer awareness and are not much informed about the rights guaranteed to them and the remedies available to them under the Consumer Protection Act, 1986.