English abstract
The main goal of this study was to get to know the extent to which the concepts of consumer awareness were included in the books of social studies for the Post-basic education period (11,12) on the Sultanate of Oman. It also aimed to measure the consumer awareness of eleventh grade students. In addition, the study attempts to examine the effect of gender variable. To achieve the objectives of this study, the researcher used the analytical descriptive method where he prepared two tools: Content Analysis Card and awareness scale. He put a list of (127) consumer awareness concepts that should be included in books of this level. These concepts were divided into four dimensions: marketing deception, advertising misinformation, consumer rights, duties, and the consumer culture. The study sample was composed of six social studies textbooks. A consumer awareness scale for eleventh grade was also prepared. The scale consisted of thrcc components: knowledge, emotion, and behavior. The study's dimensions were also included in the scale. After ascertaining the validity of the instrument and its stability, the measure was applied to a sample of (248) males and females from the eleventh grade in Al Dhahira Governorate. The results of the study revealed that consumer culture was the highest ranked (74.9%) in terms of inclusion in social studies textbooks of the Post-basic education. This was followed by marketing deception with (13.1%), advertising misinformation with (8.1%), and finally the consumer rights and duties with (3.9%) of inclusion. The results also showed a difference in the percentage of consumer awareness concepts covered at this stage. For example, the Economic Geography textbooks for the eleventh grade ranked first (31%), while Watani Oman for the twelfth grade had come next with a percentage of (25%). The book of the World Around Me for the twelfth grade ranked third, followed by Watani Oman for the eleventh grade, with (20%) and (17%) inclusion rated respectively. The concepts of consumer awareness in Islamic Civilization book for the eleventh grade and Geography and Modern Technologies book were only the two books where there was a decrease in the percentage of inclusion, respectively (4%) and (3%). Tlie results also showed that the level of consumer awareness at the eleventh grade in Al Dhahira Governorate was moderate. There were also no statistically important differences in the average of consumer awareness with students in terms of the gender variable. The study recommended that consumer awareness concepts in all its dimensions be increased in all books of social studies. It also recommended that all subjects related to consumption and consumer rights and duties should be likewise increased in curricula. Moreover, the study recommended that students' knowledge in the field of consumer awareness should be developed and values of consumption should be instilled. The final recommendation was to train students to practice the correct behavior in selling and purchasing, which can be done through curriculum and Consumer institutions.
