Consumer
Awareness
Who are consumers?
The end-user of any product or service is commonly referred to as the
consumer. A consumer is someone who consumes a product or service
without the consent of the buyer who purchased it.
A customer is any individual or group of individuals who, in addition to
being the buyer of the product or services, uses the product with his or
her consent. To put it another way, the consumer is the one who uses
the goods or services.
Types of Consumer
Commercial Consumers: Large-scale buyers with evolving
needs; they benefit from personalised service and bulk discounts.
Discretionary Spending Consumers: Lifestyle shoppers drawn
to aspirational branding and seasonal promotions.
Extroverted Consumers: Brand-loyal customers who appreciate
exclusivity and personalised experiences.
Inferior Goods Consumers: Budget-conscious buyers who
prioritise affordability and practical value.
Consumer Exploitation
Consumer exploitation arises when customers are deprived of essential
product information, making them vulnerable to overpricing and
counterfeit goods. This issue is exacerbated in markets with limited
competition, where a few dominant companies can dictate prices and
availability, ultimately infringing on consumer rights.
Large corporations often resort to misleading marketing tactics,
promoting false claims about health benefits, such as frying oils
marketed as cholesterol-free or miraculous treatments for baldness that
promise quick results. Additionally, some manufacturers churn out
subpar products and neglect their obligations to honour warranties,
leaving consumers feeling deceived and dissatisfied.
Various causes of consumer exploitation
Information Shortage – Missing product details mislead consumers.
Poor After-Sales Service – No help after purchase issues.
Black Marketing – Fake shortages raise prices unfairly.
Duplicate Items – Fake branded goods deceive buyers.
High Prices – Monopoly sellers overcharge.
Adulteration – Harmful substances mixed in products.
False Measurement – Less quantity given than promised.
Advert Fraud – Misleading ads exaggerate product quality.
Low-Quality Goods – Unsafe, poorly made products sold for profit.
Consumer Rights
Right to Safety: Protection from hazardous products and
services, ensuring they meet safety standards.
Right to Be Informed: Access to accurate details on quality,
pricing, and risks to make informed choices.
Right to Choose: Freedom to select from a variety of products
without pressure or coercion.
Right to Be Heard: The ability to voice concerns and have
complaints addressed.
Right to Seek Redressal: Right to compensation for unfair
practices or defective goods.
Right to Consumer Education: Awareness of consumer rights to
prevent exploitation.
Consumer Responsibilities
Be Aware: Consumers should stay informed about product
safety, quality, and ethical concerns to make responsible choices.
Think Independently: Understanding personal needs and values
helps in making informed purchasing decisions.
Speak Out: Sharing concerns and providing feedback encourages
businesses to improve products and services.
Complain Responsibly: Expressing dissatisfaction in a respectful
and constructive manner helps address issues effectively.
Be Ethical: Engaging in fair practices and considering social and
environmental impacts promotes a responsible marketplace.
Importance of Consumer Awareness
Consumer awareness is essential for creating a fair marketplace. When
individuals understand their rights and choices, they can make informed
decisions that reflect their needs and values. This knowledge empowers
consumers to demand better products and services and hold businesses
accountable. As a result, companies are driven to innovate and improve,
fostering a competitive environment focused on quality and customer
satisfaction.
In addition to individual empowerment, consumer awareness enhances
market efficiency and promotes economic growth. Informed consumers
encourage businesses to allocate resources wisely and operate
transparently, which boosts productivity. Furthermore, awareness
promotes ethical consumption, as consumers often support companies
that practice social responsibility and sustainability, steering the market
towards more ethical practices.
The consumer movement
The consumer movement advocates for consumers' rights and aims to
protect them from business exploitation. It raises awareness about
consumer rights, promotes ethical business practices, and addresses
issues like false advertising and poor product quality.
Beginning in the early 20th century, the movement has grown globally,
leading to policies that protect consumer interests. Ultimately, it
empowers consumers with knowledge and tools to make informed
decisions while ensuring businesses operate transparently and
responsibly.
Key Factors Behind the Consumer Movement:
Economic Factors
o Rise in misleading ads, unfair pricing, and low-quality products.
o Monopolies and limited consumer choice fueled collective
demand for fairness.
Social Awareness
o Increased consumer awareness of rights and ethical
consumerism.
o Media, education, and advocacy groups highlight harmful
business practices.
Legal Protection
o Governments introduced laws (e.g., India’s Consumer
Protection Act, 1986).
o Legal rights: right to information, choice, and redressal
mechanisms.
Globalization
o Greater market access but also more risk of exploitation.
o International trade raised concerns about quality and standards.
Consumer Advocacy Groups
o NGOS and civil organisations fight for consumer rights.
o Push for stricter regulation and public support mechanisms.
Primary Functions of the Consumer Movement:
Consumer Education and Awareness
o Teaches consumers about safe products, reading labels, and
filing complaints.
Protection of Consumer Rights
o Ensures rights to safety, information, choice, and redress are
upheld.
Regulation of Business Practices
o Prevents false advertising and price manipulation.
o Promotes transparency and accountability in business.
Consumer Advocacy and Lobbying
o Works with governments to shape policies.
o Campaigns and regulatory reforms for stronger consumer
protection.
Consumer Protection Act 1986
The Consumer Protection Act, 1986, was enacted by the Government of
India to protect consumers from exploitation in a rapidly industrialising
marketplace. The challenges of misleading advertisements, defective
goods, and poor services led to public pressure for better consumer
rights. As a result, the government created a legal framework that is fast,
affordable, and accessible for consumers. Thus, the Consumer
Protection Act, 1986 was enacted to:
Provide legal protection to consumers.
Establish a speedy redressal system for grievances.
Promote fair trade practices and accountability among businesses.
Jago Grahak Jago: Empowering the Indian Consumer
"Jago Grahak Jago", meaning Wake Up, Consumer!, is a landmark
public awareness campaign launched by the Government of India in
2005. Initiated by the Ministry of Consumer Affairs, Food and Public
Distribution, it aims to empower consumers by making them aware of
their rights and the redressal mechanisms available to them. The
campaign has played a critical role in promoting transparency, fairness,
and accountability in the Indian marketplace.
It uses TV, radio, newspapers, posters, seminars, and digital platforms
to reach both urban and rural areas. Consumers can report grievances
via the National Consumer Helpline (1915) or forums based on the value
of goods. This initiative has significantly improved consumer awareness,
encouraging ethical business practices and strengthening consumer
protection laws. More than just a slogan, it represents a shift towards an
informed and fair marketplace.
World Consumer Rights Day- 15th March
The consumer movement marks 15th March with World Consumer
Rights Day every year, as a way to raise global awareness about
consumer rights and needs. Celebrating the day is a chance to demand
that the rights of all consumers are respected and protected, and
to protest against market abuses and social injustices which undermine
those rights.
World Consumer Rights Day is globally recognised with support from the
United Nations and other international actors. For over 40 years,
Consumers International has run the campaign, uniting the consumer
movement and partners to celebrate together. Consumers International
members help to select the campaign topic each year to mobilise
global action on pressing issues impacting consumers.
Our past campaigns have been endorsed by organisations including
UNCTAD, the International Standards Organisation, World Energy
Council, Mozilla Foundation, Ocean Conservancy, the Organisation for
Economic Development and Cooperation, the European Commission,
and many more.
Conclusion
Consumer rights are an essential part of a fair and just society, where
every individual has the freedom to make informed choices and is
protected against unfair trade practices. Through initiatives like "Jago
Grahak Jago", the Government of India has taken significant steps to
spread awareness and empower people to stand up for their rights.
These efforts have not only educated consumers about issues like
product safety, pricing, and misleading advertisements but also informed
them about how to seek legal remedies when wronged.
An aware consumer is the backbone of a healthy economy. When
consumers know their rights and responsibilities, it encourages
businesses to be more transparent, competitive, and accountable. This,
in turn, leads to better quality products and services, improved customer
satisfaction, and a stronger trust between buyers and sellers.
As responsible citizens, we must stay informed, question unethical
practices, and help others understand their consumer rights as well. By
doing so, we can collectively build a marketplace that values fairness,
honesty, and consumer welfare. In conclusion, the protection of
consumer rights is not just the responsibility of the government or legal
bodies—it is a shared responsibility that begins with awareness and
action at the individual level.
