Consumer Awareness


The consumer has every right to reject any product or services rendered by any manufacturer in the market and can mould them to produce goods of their choice. Consumer is ignorant, illiterate and donor knows the role of consumption vies-a-vies economic system as well as quality of life. When they are ignorant of their rights, they cannot know their responsibility as consumers. Consumers in the market find themselves deceived by wrong weights admeasures, adulterated and substandard products causing great damages to health. This is because consumers do not know the ways and means of facing them confidently. At present the consumer movement in India is in its infancy.

Consumer awareness is making the consumer aware of His/her rights. 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). 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. Vast majority of the people are not even aware of consumerism as a movement closely connected with the protection of their interest. Many constitutional provisions have been made by government to protect the consumers. Until and unless the consumers avail of these provisions, the protection of consumer becomes inevitable. There is a great need to make them aware of their rights and responsibilities.

Education is a lifelong 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 behavior to a great extent.