project

2020

CONSUMERISM IN
INDIA
 CONSUMERISM
Consumerism is the idea that increasing consumption of goods and services purchased in the market is always a desirable goal
and that a person's wellbeing and happiness depends fundamentally on obtaining consumer goods and material possessions. 
Consumerism is defined as social force designed to protect consumer interests in the marketplace by organising consumer
pressures on business.

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HOW DID
CONSUMERISM
ORGINATE?
• In the existing markets of products run
in shortage adulteration & black market
prices.
• The profit making attitude of the
business failed to discharge social
responsibilities of maintaining fair price,
quality of goods & providing services
etc.
• For example:-
• * tooth paste tube filled with air

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WHY CONSUMERS BUY • 1. Addiction
MORE? • 2. Identity
• 3. Lifestyle
• 4. Save money as promised by the
markets

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WHY COMPANIES TRY TO
SELL MORE AND MORE :

1. To gain from economy of scale

2. It costs less to retain a customer
than to capture a new one

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IMPORTANCE OF CONSUMERISM
• 1. Stop unfair trade practices
• 2. Provide complete & latest information
• 3. Discourage anti-social activities
• 4. Implementation of consumer protection
laws
• 5. Protect against exploitation

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CONSUMER RESPONSIBILITIES

• 1. Critical awareness
• 2. Action
• 3. Social responsibility
• 4. Environmental awareness
• 5. Solidarity

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 RIGHTS OF CONSUMERS

• 1. Right to be informed
• 2. Right to safety
• 3. Freedom to choose
• 4. Right to consumer education
• 5. Right to claim against seller
• 6. Right to secure ecological balance and
pollution-free environment

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MARKETING CONCEPTS

• Marketing Concepts came into being with

marketers realized that they would be able to sell
more if they knew what was required by the
consumers.
• Marketers could now understand the factors
which would lead to a particular behaviour.

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ADVANTAGES & DISADVANTAGES
Advantages of Consumerism
• The upper class has much more advantages than
1.consumers choosing their life style. This
means they choose what goods they choose to
have.
• 2.self satisfaction - This includes their wants and
needs.
• 3. Maintain the economic classes, whether they
choose middle, upper or low class.
• 4.Customers have the opportunity to be
motivated to improve their social standing, as
well as their job.
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Disadvantages of Consumerism
• 1. excluding people between their social status. –
the lower class
• 2.Consumerism is little by little destroy our
environment and natural resources. They really
affect our global warming, and the ozone layer.
• 3.The population is not equally distributed. The
majority of the people, pays more attention to
the richer people because they benefit their
economy, while they ignore the poor.
• 4.People start focusing on looking for money
and goods as the greatest thing ever, instead of
focusing on the values and helping people.
RELATIONSHIP BETWEEN
CONSUMERISM AND QUALITY OF
LIFE

Consumerism and quality of life come together

because people can control both of them. If
anyone is able to manage their money and
decide on what to spend it, they actually
controlling their standards of living and their
quality of life.
An example can be education for their service
they are giving, and as well in the future they
can get a well paid job.

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EXAMPLES OF CONSUMERISM

1.Education, since as a consumer you buy education and in the future you'll get
a better job.
2.Buying a car for each one of your kids when they all can share one.
3.Investing can be another example, since you pay/collaborate in a business that
you choose that is developing and after that if the company does well you earn
a profit from the business you collaborated.
4.Hospitals are also an example since if you have the money to go to a private
hospital you will receive a better health care.
5.Also where you live can be another example, because by paying more for a
house because of its location, will benefit you by being safe, and living in a
better place.
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WISE CONSUMER 1. Do I really need it?
2.Is it worth it?
A wise consumer must consider other sales, not just focus on one.
Must be able to buy the basic and important needs, that you need 3. Do I have something similar
on a daily life. Anyhow a consumer must check the quality of a
product, and understand how to manage it, as well as to use it. 4. Is it really good quality?

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 EFFECTS OF CONSUMERISM
Positive Consumerism Effects:
Positive consumerism effects are:
• More industrial production.
• A higher growth rate economy.
• More goods and services available.
• More advertising since goods manufactured have
to be sold.
• Increased production will result in more
employment opportunities.
• A variety of choice for goods and services
• More comforts for a better living style.
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Negative Consumerism Effects:
The negative effects of consumerism include:
• the depletion of natural resources and pollution
of the Earth.
• The wants and desires of the people changes
according to the time. The more their income,
the better their purchasing power. But in case,
they are not able to do so, then they feel
dissatisfied.
• India is also progressing towards materialism,
although this goes against its ancient
philosophical approach towards materialism,
which favors a simple, non- materialistic life.
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CONSUMERISM IN INDIA
• Consumerism in India had started its journey with a need to raise consumer's voice against the quality of
goods as back as in 1969 through housewives at Mumbai .
• Our parliament passed an act for the welfare of consumers in 1986.
• This Consumer Protection Act 1986 had further undergone many challenges , criticism and even
question on its legal validity was also put before the honorable Supreme Court of India.
• Since 1986 consumerism in India is diverted to more of just than limited to needs. Stuffing plenty of
nice things which we really do not need deprive the other consumers from the things they require for
their survival.
• Keeping four cars for four persons in the family is ultimately going to affect others and also more
consumption of nation's resources like petrol etc.
• Our sense of entitlement can muddy the waters when it comes to what you want and what you really
need.
• The sizes of our houses are expanding as per our income and resources irrespective of the fact what we
had in olden days

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1. Our ethical and spiritual values are left unimportant under the circumstances.
2. Over-dependence on labor saving devices.
3. A car for each individual would mean gradual erosion of public transport.
4. Crime rate also increases as the wants of the people possess them to buy expensive gadgets.
5. Personal relationships also get affected as people are busy trying to earn more to maintain their
standard of living.
6. Cheaper goods are Today's consumption which also affect environmental resource
7. Consumerism has also resulted in ecological imbalances. The natural habitat is being destroyed to
create more goods and build more buildings affecting the weather. Global warming will eventually
result in health problems. Industrial pollution is affecting people rather than focusing on simplicity.
8. One is in a rat race to earn more and is forced to cope up with stress and other work related
tensions.

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CONSUMERISM AND RECENT TRENDS IN INDIA

• Consumerism essentially means the growing wants and needs of an individual for goods and
services.
• India is one of the largest and fastest growing, economies in the world.
• The consumer s standard of life is going higher and hence his needs are escalating as well.
• Consumerism in India, is in a new high, and refuses to show signs of budging anymore.
• The Indian consumer, due to his exposure, of the global market, strives to get the best of the
goods in his home land.
• Consumer tastes and preferences are definitely changing.
• Even children have their own preferences.
• The retail sector. both organized and unorganized, strive hard to cater to the vast range of the
Indian consumers.
• The retail sector India, with its present pace, is expected to grow at a rate of 25%- 30% annually.
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• Being the fifth largest retail industry in the world, the trends of the retail industry in India is quite remarkable.
• The consumer group can literally be divided into three clear groups:
• The first group comprises of consumers who are extremely brand conscious and depend upon the high end retail stores to
satisfy their needs;
• The second group is another extreme who satisfy their consumer needs from outlets that do not hold popular brands and
are also much cheaper;
• The third group however follows the middle path- they satisfy their consumer needs either from high end retail outlets or
the less popular retail outlets, as and when necessary.
• Food is one of the most in demand need in the Indian market. Simple things like groceries, fruits and vegetables are sold in
both organized as well as unorganized retail outlets. Therefore, at one end we have the comfortable air conditioned super
markets while at the other hand the typical sabzi mandi' too serves the Indian consumer.
• The next item on demand is clothing. With the advent of international and national brands and easy accessibility to
designer wear, the very face of the retail clothing industry has changed
• A need to be street smart and fashionable is another requirement that has revolutionized this industry.
• Here too, we find the high end stores displaying international brands and designer wear, climb the success ladder with
great gusto, as well as the stalls on the street side selling cheap clothes too making a niche for themselves. It is the same
story with accessories, shoes and cosmetics, electronics, sporting goods as well.
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INTODUCTION TO THE ACT

• Consumer protection act is an act of the

parliament of India enacted in 1986to protect
interest of consumers in India.
• It extends to the whole of India except the state
Jammu & Kashmir
• This act is applied to all goods and services.
• It shall came enforce through central
government for different provisions of the Act.

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CONSUMER
• A person who buys any commodity or service ,or is a user of such commodity or
service.
• A person who satisfies the following conditions is considered as a consumer,
a)the service must have been rendered to him.
b)he must have paid or promised to pay for the same.
• If any person buy capital goods to provide service to other individuals.
• If any person buys a commodity with an intention to resale.
• A person who obtains service without consideration.
• A person who obtains service for commercial purpose.
• Person who filed suits in the court
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RESPONSIBILITIES OF A CONSUMER
• Be aware of various goods & services available in the market
• Buy standardize products only (eg: ISI marked products)
• Be aware of each & every aspect of the product while purchasing it
• Buy legal products
• Ask & take the proof of the purchase
• File a complaint in an appropriate consumer forums
• Respect the environment

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FACTORS LEADING TO CONSUMER
EXPLOITATION

• Deceptive and misleading techniques

• False warranties or guarantees
• Non Availability of goods
• Adulteration
• Hoarding
• Black marketing

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FORMS OF CONSUMER
EXPLOITATION
• The following are the forms of consumer exploitation :-
1) Underweight and Under measures.
2) High Prices.
3) Sub Standard Quality.
4) Duplicate Articles.
5) Rough Behavior and undue conditions.
6) Lack of safety devices.
7) Poor or inadequate after sales service.
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THANK YOU!