CONSUMER AWARENESS

THE PROCESS of development along with the expanding globalization and

liberalization process has increased the number of consumer related issues. Consumer
protection has earned an important place in the political, economic and social agendas of
many nations. In India, the Government has taken many steps including legislative, to
protect consumers.

However, this is largely unknown to many citizens irrespective of whether they are
educated or uneducated. With an enormous population along with high levels of poverty,
unemployment and poor literacy levels, consumer awareness continues to remain low.
Education is a life long process of constantly acquiring relevant information, knowledge
and skills. Consumer education is an important part of this process and is a basic
consumer right that must be introduced at the school level. Consumers by definition
include all citizens who are, by and large the biggest group, who are affected by almost
all government, public or private decisions. The most important step in consumer
education is awareness of consumer rights. However, consumer education is incomplete
without the responsibilities and duties of consumers, and this influences individual
behaviour to a great extent. With the increasing changes in economic conditions, the
children especially are becoming young consumers at an early age. Children must learn to
obtain information about goods and services, understand the psychology of selling and
advertising, learn to shop wisely and distinguish between wants and needs. They must
also understand the alternatives of conserving and saving rather than buying and
consuming.

Children are spending more of their leisure time watching television at the cost of other
pursuits such as reading or sports. With the introduction of a number of specialised
satellite channels, television enjoys a large viewership base consisting of children.
Exposure to the marketplace as young shoppers has made most children aware of the
different kinds of products that are available. Advertisements are no doubt an important
source of information as they help to inform consumers about the availability of different
products before making their choice. A majority of the advertisements are aimed at young
children today, especially those covering food products, beverages and cosmetics
(especially toothpaste/fairness creams). Advertising influences the food preferences and
eating habits of children to a large extent.

Unfortunately, many advertisements make false promises, are highly exaggerated and
give incomplete descriptions of products. The media, schools and parents along with
consumer groups need to help children develop the ability to understand the purpose of
advertising. There is so much more information available to children that they must
perceive the importance of distinguishing between different sources of information.

The consumption patterns are changing fast and children today are very clear on their
choices regarding food, clothing, cosmetics or accessories. Parents are increasingly
permitting their children to take decisions when shopping. It then becomes very
important for children to check details (for example, labels) before buying products.
Children can be taught to shop wisely and a few simple precautions will ensure that they
choose the right product at the right price. It is but natural that parents wish the best for
their children, and strive hard to fulfil their demands. But this is not always a good idea
as it affects both the parents and children in a negative way in the long run.

Consumer education also involves environmental education as it deals with the

importance of conserving (natural resources) and sustaining (recycling and reusing) the
environment, including the direct health effects of environmental pollution and toxic
products on consumers.

Schools must incorporate consumer education into school curricula as it is important to

impart the practical skills and critical ability needed to cope with social and economic
changes.

Anyone who consumes goods is a consumer. Consumers get exploited in the market.
They respond to advertisements and buy goods. Generally advertisements do not give all
the information that a consumer needs t know or wants to know about a product.

Definition
Consumer awareness is making the consumer aware of His/Her rights.
Consumer awareness it a marketing term. It means that consumers note or are aware of
products or services, its characteristics and the other marketing P's (place to buy, price,
and promotion).

Usually commercials and ads increase consumer awareness, as well as "word of mouth"
(a comment from someone you know about a product or service).

1 Need :
we need it so we will not be misled by producers,it explains if what we buy is worth to
our money..and not harmful to us and to environment .

Many people are ignorant of their rights to get protected against the exploitation by so
many others. So when there is a forum for such redress of grievances there seems to be
no such exploitation by many; and becomes a rare one. So in order to get a clear picture
of the level of exploitation of consumers, the awareness is required.

2. Role of producers
proper labeling, full information, health warnings, handling information, expiration date,
etc. keep to requirements, norms, standards label products according requirements,
providing true facts They have to produce and deliver the goods/services of right quality
at right price at right time at right place at right quantity with right face

If they are providing a service they should carry it out with due skill and care. They must
also make sure that any materials they provide as part of this service are fit for the
purpose. It is also illegal for a supplier to cut off, or threaten to cut off, supply to a
reseller (wholesale or retail) because they have been discounting goods or advertising
discounts below prices set by the supplier.

Some of the common methods of exploitation are

1. Under weight and under measurements –not measured or weighed correctly

2. Substandard Quality –defective home appliances and medicines beyond expiry
date
3. High prices—charging above the retail price
4. Duplicate Articles—selling fake items in the name of the original
5. Adulteration and Impurity—is done to get higher profits
6. Lack of safety Devices—absence of inbuilt safe guards in appliances
7. Artificial Scarcity—hoarding and black marketing
8. False and Incomplete Information—misleading information on quality, durability,
and safety.
9. Unsatisfactory after sales Service—high cost items like electronics and cars
require constant and regular service.
10. Rough behavior and Undue conditions—harassment in getting LPG connection or
a telephone connection..

Factors causing exploitation of Consumers.

1. Limited Information—providing full and correct information will help in the

choice
2. Limited Supplies—when goods and services are in short supply then price shoots
up
3. Limited Competition.—single producer may manipulate the market in terms of
price and stocks.
4. Low Literacy.—illiteracy leads to exploitation.Hence Consumer Awareness is
essential.
Rise of consumer Awareness

Kautilya was one of the earliest to write in his Arthashastra about the need for Consumer
awareness and protection. With the growth of private sector there is a greater need for
discipline and regulation of the market. Consumers must be aware of the sale and
purchase of goods, the health and security aspects also. Ensuring the safety of food items
sold in the market is essential these days.

Legal measures for consumer safety and consumer awareness must be uniform, and
transparent in terms of prices, quality of goods, and stocks. Consumers must have the
tools to combat malpractices and protect their rights.

Rights and Duties of Consumers

As codified under the Indian Laws the Consumers have the following

Rights

1. Right to Safety—to protect against hazardous goods

2. Right to be Informed—about price, quality, purity
3. Right to Choose—access to a variety of goods and services at competitive prices.
4. Right to be Heard—consumers interest and welfare must be taken care of
5. Right to seek Redressal—protection against unfair trade practicesand settling
genuine grievances.
6. Right to Consumer Education.—Kowledge about goods and issues related to
consumers.

Duties

1. Get a bill for every important purchase and also the Warranty card
2. Check the ISI mark or Agmark on the goods
3. Form consumer awareness groups
4. Make a complaint on genuine grievances.
5. Consumers must know to exercise their rights.
Consumer protection Measure
1. Legislation concerning Consumer Rights.

The Consumer Protection Act 1986 provides for consumer disputes redressal at the state
and national level. With the help of this law the agencies can solve grievances in a
speedy, simple and inexpensive manner. A separate department of consumer affairs was
set up at the state and central government. A three tier system of consumer courts at the
National, State and District levels were set up. These agencies have done good work by
handling lakhs of cases.

2. Public Distribution System.

To protect the poor from price rise and black marketing the government food security to
the poor by supplying essentials through the ration or Fair price shops.

3. Standardisation of Products.

These are done to assure the quality of products. The ISI stamp on goods is placed by the
Bureau of Indian standards. This caters to industrial and consumer goods. These goods
can be trusted to confirm to specific standards. Agmark is meant for Agricultural
products.

At the International level the International Organization for Standardization (ISO) located
in Geneva sets common standards. The FAO and WHO provide food standards.

4. Legal formalities for filing a complaint.

The complaint can be written on plain paper. The supporting documents like the warranty
card must be attached. A lawyer is not required. We can argue our case.
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