Consumer Awareness

Consumer awareness is about making the consumer aware of his/her rights.It is a marketing term which means that consumers are aware of products or services, its characteristics and the other marketing Ps (place to buy, price, and promotion).Though the first consumer movement began in England after the Second World War, a modern declaration about consumers rights was first made in the United States of America in 1962, where four basic consumer rights (choice, information, safety and to be heard ) were recognized. Ralph Nadar, a consumer activist, is considered as the father of consumer movement. March 15 is now celebrated as the World Consumer Rights Day. The United Nations in 1985 adopted, , certain guidelines to achieve the objectives of maintaining protection for consumers and to establish high level ethical conduct for those engaged in production and distribution of goods and services. High prices, duplicate articles, underweight and under measurements, rough behavior, undue conditions, artificial scarcity are some of the ways by which consumers are exploited by manufacturers and traders. Limited information, limited supplies and low literacy are factors causing exploitation of consumers. In India, the concept of consumer protection is not new. References to the protection of consumers interest against exploitation by trade and industry, underweight and measurement, adulteration and punishment for these offences, were made in Kautilyas Arthashastra. However, an organized and systematic movement to safeguard the interest of consumers, is a recent phenomenon. The consumers have to be aware not only of the commercial aspects of sale and purchase of goods, but also of the health and security aspects. Food safety has become an important element of consumer awareness these days. In case of food products, its quality depends not only on its nutritional value, but also on its safety for human consumption. Consumption of contaminated or adulterated food is a major cause of human illness and suffering. This called for strong legal measures to ensure that the manufacturers and sellers observe uniformity and transparency in prices, stocks and quality of their goods.Enactment of Consumer Protection Act, 1986 was one of the most important steps taken to protect the interests of consumers. The provision of the Act came into force, with effect from July 1, 1987. The act recognizes consumers right to seek redresses and right to consumer education. The salient features of the Act are as follows: Applies to all goods and services unless specifically exempted by the Union Government; Covers all the sectors whether private, public or cooperative; Enshrines the consumers rights related to safety, information, choice, representation and redress and consumer education. The act gives consumers an additional remedy besides those which may be available to them under the provisions of other existing laws and they are free to choose the remedy. Empower consumers seeking discontinuance of certain unfair and restrictive trade practices, defects or deficiencies in services and stopping in services or withdrawal of hazardous goods from the market.

There are no legal formalities for filing the complaint. Suppose, you find yourself cheated by trader or a manufacturer and wish to make a complaint to consumer court, you can write the details on a plain paper. Attach the supporting documents, that is, guarantee or warrantee card and cash memo with the complaint and submit it in the district consumer court. You do not have to go to any lawyer or professional for legal assistance. You yourself can plead the case in the consumer court.Since, the enactment of the Consumer Protection Act and even before that, newspapers and magazines have been responding to the needs of consumers. Apart from publishing articles, columns etc newspapers have also tried to come to the rescue of harassed consumers. The Indian Express was one of the first newspapers to start a consumer complaint column. There are 500 consumer associations, which are working in the field of consumer protection. They deal with various aspects of consumer exploitation. Some of the prominent ones are: Consumer Guidance Society of India, Mumbai; Citizens Action group, Mumbai; Common Cause, New Delhi; Voice, New Delhi; Consumer Utility and Trust Society, Jaipur.

We use a lot many types of goods for a reason. These goods are both tangible (goods) and non-tangible (services). Together goods and services are known as commodities. The reason for their use is what can be called as satisfaction of wants. Wants are satisfied by using goods and services. The process of using various goods and services to satisfy a want is known as consumption. When we pay a price for good or a service and use it for to satisfy a want, we become consumers. With advertisement in production, consumption becomes more difficult. There is growth in the number and services. Outside pressures become increasingly refined and harder to resist. It is necessary that the present generation keep themselves well aware and active to be able to take the ultimate decision in the market. If this is not so then the consumer is often exploited or cheated by the seller or the producer. So it is important to be aware of how we can be cheated as consumers. We must know our rights and duties as consumers. Even the law provides us protection as consumers. Consumer is exploited when in any form he/she is cheated or not informed adequately about the product. There are many ways by which consumers can be exploited. They may be exploited by giving incomplete or wrong information. They may be exploited by sellers who may weigh less or measure wrongly. Sometimes a consumer may be given low quality if good. One of the very common and a serious problem by which a consumer may be exploited and cheated by the shop-keeper is by providing impurity or adulteration with harmful substances. Consumer not only pays more they also suffer bad health and may even risk their like. Sometimes consumers are exploited when they purchase medicines and electronic devices. Inadequate safety measures adopted in making such devices may harm consumers physically. An electric heater may give a shock or a generator may give a high voltage harming the electric wiring or bulbs and tube-lights in the house. To be able to charge a high price a supplier may store the commodity (hoarding) and create an artificial scarcity. The consumer may panic and be forced to pay a high price for the same. Sometimes, some articles are copied and sold in its original brand name such as creams, soaps etc. The quantities of these duplicate materials are much inferior. Sometimes the producers dont give the harmful effects of using their product for long or they may deliberately conceal information and circumstances in which the product must be used or the accompanying devices to be used with the product are not spelt out. The consumers then feel trapped and helpless. For some items like a telephone or a gas connection, license or a passport or even for doctors treatment, the consumer may be made to undergo delays and roughness and rudeness. This harasses and displeases the consumer. Consumer durables like refrigerator or a sewing machine or scooter etc, need maintenance. The sellers may not give these after sales services or may charge a high amount for them. There are many factors of causing exploitation of the consumer. Illiteracy is one of the causes. An illiterate consumer can be cheated easily as she can neither read the name of the product nor the instructions. Illiteracy also affects the level of consumer awareness.

Lack of information is another cause. The seller may take advantage of the freedom of the market and keep away, important or correct information from the consumer. Price, composition, quantity, conditions of use, and terms of purchase all must be given to the consumer. Monopoly is also a cause of consumer exploitation. In market where only one or few producers or sellers operate, the consumer is more vulnerable. This is all the more so in case of essential commodities like life saving drugs and food items. The consumer in such areas is charged with high price; given a low quality and his/her problems are not taken seriously. In Indian consumer protection was given importance in the past. Kautilyas Arthashastra mentions the protection of consumers interest against exploitation by producers and sellers. Malpractices such as adulteration, overcharging and underweighting of the goods were considered as punishable offences. The Indian ethos and culture promotes wise consumption. Consumption which does damage the environment and which generates a spirit of abstinence and sharing is held supreme. It believes in simple living when consumers purchase irrationally and start responding indiscriminately and play into the hands of the producers and sellers, they make themselves vulnerable to exploitation. Thus, an ideal consumer is alert, responsible and environment friendly, buys only when there is need, prevents himself/herself from being cheated and knows his/her rights and duties. An economy, in which consumers are aware, can practice their duties and exercise their rights freely, efficiency of the sellers and producers will be higher and so the economy will be more developed.

It's our business Business to business, money makes money. People buy people, oh how life can be funny. Profit from gain, loss from our pain, of failing a business when profit met rain. Knowledge of sales, marketing and customers are the key ideals to win because we must. Profit plus gain is profit plus pain. It's hard to win consumers in a life full of shame. Buy please we utter to make us all gain. Make me richer I beg, so I can reach far to fame. Money is a tool even an aphrodisiac to match. We work hard everyday to throw a ball we catch. Life is in your palm of your hand if you will. Make business a plan for it can become real. It can and it must put food on your lap, even clothes on your back and a roof to complete the fact. We must consume all goods for a business would not exist. We create a business and model and consume a wealth of risk. Competition for the greatest will always be in our mist. But I'll tell you about this world because it is our business.

Quotations: So next time you find yourself at the wrong end of a purchase dont just sit back and blame, go to a consumer court and make your claim. 2. Competition is not only the basis of protection to the consumer, but is the incentive to progress. 3. Advertising is a business of words, but advertising agencies are infested with men and women who cannot write. They cannot write advertisements, and they cannot write plans. They are helpless as deaf mutes on the stage of the Metropolitan Opera. 4. If you tell lies about a product, you will be found out - either by the Government, which will prosecute you, or by the consumer, who will punish you by not buying your product a second time. 5. Advertising is only evil when it advertises evil things. 6. TARIFF, n. A scale of taxes on imports, designed to protect the domestic producer against the greed of his consumer.
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The Enemy of Human Souls Sat grieving at the cost of coals; For Hell had been annexed of late, And was a sovereign Southern State. "It were no more than right," said he, "That I should get my fuel free. The duty, neither just nor wise, Compels me to economize -- Whereby my broilers, every one, Are execrably underdone. What would they have? --although I yearn To do them nicely to a turn, I can't afford an honest heat. This tariff makes even devils cheat! I'm ruined, and my humble trade All rascals may at will invade: Beneath my nose the public press Outdoes me in sulphureousness; The bar ingeniously applies To my undoing my own lies; My medicines the doctors use (Albeit vainly) to refuse To me my fair and rightful prey And keep their own in shape to pay; The preachers by example teach What, scorning to perform, I teach; And statesmen, aping me, all make More promises than they can break. Against such competition I Lift up a disregarded cry. Since all ignore my just complaint, By Hokey-Pokey! I'll turn saint!" Now, the Republicans, who all Are saints, began at once to bawl Against _his_ competition; so There was a devil of a go! They locked horns with him, tete-a-tete In acrimonious debate, Till Democrats, forlorn and lone, Had hopes of coming by their own. That evil to avert, in haste The two belligerents embraced; But since 'twere wicked to relax A tittle of the Sacred Tax,

'Twas finally agreed to grant The bold Insurgent-protestant A bounty on each soul that fell Into his ineffectual Hell.