Changing consumer awareness among
households
What is consumer awareness
Consumer awareness is a cornerstone of modern commerce,
signifying the level of understanding and knowledge that individuals
have about their role as buyers in the marketplace. It goes beyond
the simple act of purchasing, emphasizing the importance of
informed decision-making. Informed consumers are equipped to
navigate through a plethora of products and services, considering
various factors such as quality, safety, and pricing. This knowledge
empowers them to demand fair treatment and value for their
money, acting as a safeguard against exploitative practices by
businesses.
Provide information: Ensure consumers have access to informational programs and
materials that help them make better decisions. This can include providing information
about products and services, such as those listed on the packaging.
Run awareness campaigns: Governmental and non-governmental organizations can
run awareness campaigns to educate consumers. For example, the Government of
India's "Jago Grahak Jago" campaign educates consumers about their rights and
responsibilities, and how to tackle problems with the help of government authorities
How is consumer exploited?
There are many ways by which consumers are exploited. A few of
them are:
1. Selling at higher prices -- The price charged for the product will
not be proportionate to the quality;
2. Product risk -- Drugs that are hazardous, banned or beyond
expiry date, electrical appliances with inadequate safety
precautions, etc.
3. Adulteration - This is very common in food items and could
prove to be highly injurious to one's health.
4. Sub-standard Products -- Items whose quality is far below the
required standard.
5. False Claims -- Manufacturers make false representations
about their products in the media with a view to mislead the
consumers.
6. Warranty/Annual Maintenance Contract --In many cases,
though the product will have a warranty or will be under annual
maintenance contract (AMC), when a problem arises, the
consumer is told that certain parts will not be covered and they
will have to pay.The Consumer Protection Act, 1986, is definitely a
blessing for consumers wronged by manufacturers or dealers.
Numerous complaints about defective goods have been heard by
consumer fora over the years. Though recourse is available to
consumers through this benign legislation, manufacturers and
dealers should realise their responsibility towards society and
ensure that quality goods are produced.
