CONSUMERISM

The term consumerism was first coined in the mid 1960s .it is defined as

social force designed to protect consumers interest in the market place by

organising and exerting consumer pressure on business

it is the public demand for refinement in marketing practices to make them

more informative , responsive, sincere ,truthful and efficient

Consumerism is a protest of consumers against unfair marketing practices

and injustices
SIGNIFICANCE OF CONSUMERISM

To awaken and unite consumers

To discourage unfair trade practice

To protect against exploitation

To awaken the government

To implement consumer protection laws

To provide complete and latest information

To discourage anti social activities

RIGHTS OF CONSUMERS

RIGHT TO SAFETY

RIGHT TO BE INFORMED

RIGHT TO CHOOSE

RIGHT TO BE HEARD

RIGHT TO SEEK REDRESSAL

RIGHT TO CONSUMER EDUCATION

RIGHT TO SAFETY: it is the consumers right to be protected against goods and
services which are dangerous to health and life. for e.g. if pressure cooker, electrical irons
and geysers are manufactured with substandard materials, they could cause serious injury
or even deaths.

RIGHT TO BE INFORMED: the consumer has the right to be informed about

the quality, quantity, purity, standard and price of goods he intends to purchase.

RIGHT TO CHOOSE: the seller should not use aggressive selling techniques to
sell the product to the consumer, the consumer should be assured of freedom to choose
from a variety of products

RIGHT TO BE HEARD: the consumer has a right to register dissatisfaction

with any product and get his complaint heard. most of the reputed firms have set up
customer service cells to listen to the consumers complaints and take appropriate steps to
redress their grievances.

RIGHT TO SEEK REDRESSAL: If the quality and performance of a product

falls short of sellers claims, the consumer has a right to certain remedies. the consumer
protection act requires that the product must be repaired, replaced or taken back by the
seller as provided by the contract between the buyer and the seller.

RIGHT TO CONSUMER EDUCATION: it means the right of acquiring

knowledge and being a well informed consumer. he should also be made aware of his

rights and remedies available through publicity in the mass media. Only a knowledgeable
consumer will come forward to seek redressal against the malpractices of the seller.
RESPONSIBILITES OF CONSUMERS

To exercise caution in purchasing: the consumer must try to get full information
on the quality, design, utility, quantity, price etc of the product before purchasing it.

To insist on cash memo or receipt: the consumer must get a cash memo or
receipt as a proof of purchase of goods from the seller. this would help him in making a
complaint to the seller in case of any defect in the goods.

To file complaint against genuine grievances: costomer should neither consider

it as waste of time nor overlook the defect considering it a small loss.
To be quality conscious: consumer should never compromise on the quality or
goods. while making purchases , the consumer must look for standard quality
certification marks such as ISI,Agmark,Woolmark etc

To be cautious against false and misleading advertisement: sellers often

exaggerate the quality of their goods through advertisement. it is the responsibility of the
consumer not to be carried away by such advertisement.

To exercise his legal rights: the consumer has right to safety, to be informed,to
choose, to seek redressal and right to consumer education and if any of these rights are
violated by seller the consumer can file a complaint with leagal machinery under the
consumer protection act 1986
WAYS AND MEANS OF CONSUMER PROTECTION:

Lok adalats: has been constituted in various districts throughout the country to
ensure a speedy, effective and economical redressal of consumers grievances. at lok
adalats ,issues are discussed on the spot and decisions are taken there after to provide
necessary relief to consumer for e.g. MTNL,DDA , Indian railways etc hold lok adalat
from time to time to sort out grievances of the consumers.

Public Interest Litigation (PIL): it is means to provide legal representation to

groups such as the poor, minorities, environmentalist etc..any individual or organization
can directly write to the supreme court mentioning the urgency of redressal of such
complaint. A complaint can be filed even through a post card. if the supreme court is
satisfied ,it would take up the matter as an application seeking supreme courts
intervention to check any malpractice in public interest.

Consumer protection councils: these have been set up by the central and the
state government. their purpose is to protect and promote the interest of the consumer.

Eco-mark scheme: the central government has launched the eco- mark scheme
under which a producer can use eco mark label with the symbol of an earthen pitcher if
the product satisfy the conditions laid down regarding the production process and use of
environment friendly material. Eco-mark is indicative of the fact that the product is not
harmful or is least harmful to the environment in its production process and disposal
waste.

National youth award on consumer protection: the central government has

instituted two annual awards (i) national award on consumer protection, and (ii) National
Youth Award on consumer protection. The aim of these awards is to encourage the
participation of youth in the field of consumer protection.

Publicity Measures: the government gives adequate publicity to the measures for
consumer protection through print and electronic media.eg upabhokta jagaran.
UNETHICAL ISSUES ,IN SALES,MARKETING AND TECHNOLOGY

Adulteration that is, adding something inferior to the product being sold .this is a
practice we come across in the case cereals, spices, tealeaves, edible oil, petrol etc.

Sale of spurious product, that is selling something of no value instead of the real
product. this is often found in case of medicines and drugs or health care products.

Use of false weights and measures is another malpractice, which some traders
adopt while selling the goods.

Sales of duplicates that is, goods indicate a mark, which is shown of superior
quality than what it actually is. For e.g. goods which are locally made are sold at a higher
price as imported goods.

Hoarding and black marketing is another problem that consumers face. when
any essential commodity is not made available in the open market and stocks are
intentionally held back by dealers it is known as hoarding. its purpose is to create an
artificial scarcity, to push up the prices. black marketing is the practice of selling hoarded
goods ,secretly at a higher price.

Tie-in-sale buyers of durable consumer goods are sometimes required to buy

some other goods as pre-condition to sale e.g. tying up of new gas connections with sale
of gas stoves.

Offering gifts having no additional value, or coupons to collect a gift on the next
purchase of some products are practices aimed at alluring consumer to buy product.

Misleading advertisement such advertisement falsely represents a product to be

superior quality.

Sale of sub-standard goods