Consumer Studies Leaving Certificate

Factors influencing consumer choice

• Personal likes and dislikes• Personal Values• Other people• Income• Marketing• Advertising• Packaging and labelling• Selling techniques

Classification of retail outlets

• Supermarkets: open plan, self service, variety – food, clothes, household, optional internet shopping eg. Tesco

• Voluntary Supermarkets: independent owned grocery stores, many shops eg. Centra

• Independent Shops: family owned, usually specialise in certain products eg. Ryan’s Shoes

• Department Stores: Large store with wide

variety, various departments eg. Debenhams /

Brown Thomas

• Multiple Chain Stores: One company with

many branches, good value, self services eg.

Pennys / Dunnes Stores

• Discount Store: Catalogue orders, cheaper,

prepacked goods eg. Argos

Other retail outlets

• Hypermarkets• Street markets• Auctions• Shopping centres• Party selling• Vending machines• Mail order• Door-to-door selling• On-line/internet shopping

Retail Psychology• Store Layout: Size influences time spent in store,

grid layout – follow flow of aisles and

see more products

• In-store stimuli: Lighting, background music,

aromas

• Product placement: essentials at back of store

sweets at checkouts

• Shelf-position: luxuries at eye-level

• Loyalty cards: points for money off

• Merchandising: 3 for price of 2 loss

leader technique

Methods of consumer research

• Field research –More detailed and expensive, interview sample groups, includes observation, watching and documenting consumer behaviour e.g. interviews, tasting, consumer panels

• Desk research – quick, very general, analysis of data such as ESRI or CSO reports, trade associations e.g. graphs and analysis of other reports & written surveys

Shopping patterns

• Large shopping centres –’one stop shopping’• Opening hours – 24 hour shops, TV and online

shops• Increased consumer awareness/price conscious• More foreign-owned shops lead to price wars eg. Lidl, Aldi Vs Dunnes and Tesco• Multi-cultural influences • Increased environmental awareness• Increased nutritional awareness/convenience

foods• High hygiene standards expected• Cash replaced by laser/credit cards

Purpose of consumer research

• To identify consumer wants and expectations• To test the market prior to developing /

launching a new product• To highlight market trends• To identify market size • To identify potential markets• To identify competitors

Consumer Rights- consumers have the right to;

• Choice: variety creates competition

• Information: honest info about product

• Value: entitled to value for money

• Safety: goods should be :-

• safe to use

• carry safety symbols

• carry warnings

• carry instructions

• Redress: to complain and receive the 3Rs

• repair / replacement / refund

Consumer Responsibilities• To inform themselves:

• know rights , safety and quality symbols

• To follow instructions:

• follow instructions for safe use and care

• To complain:

• to improve standards

• Use resources wisely:

• to minimise damage to environment

Environmental Responsibility

• Avoid over packaged products

• Recycle bottles, cans, paper

• Reusable shopping bags

• Compost kitchen waste

• Do not waste water

• Purchase goods made from recycled products

Types of PollutionWater Pollution

Cause Effects Reducing•Factory Waste•Sewage•Farm Waste•Chemical Waste•Phosphates in detergents

•Alga bloom•Unsightly•Kills fish and marine life•Harms tourism& fishing industry•Water unsafe to drink

•Use phosphate free detergents•Monitor factory waste•Efficient sewage treatment systems•Limit use of artificial fertilisersand pesticides•Safe disposal of all garden chemicals•Heavy penalties for illegal disposal

Air Pollution Causes Effects Reducing•Smoke from fossil fuels•CFCs Carbon monoxide (traffic)•Gases from burning fossil fuels•Overuse of sprays & cleaning agents

•Global warming•Ozone layer damaged•Increase in respiratoryconditions and allergies•Acid rain lowers pH of soil•Acid rain erosion

•Use renewable energy resources•Avoid products with CFCs•Use smokeless fuels•Use car less/car share /public transport•Use unleaded petrol•Buy energy efficient appliances

Noise PollutionCauses Effects Reducing•Aircraft•Rail •Road traffic•Loud music•Construction work•Alarms•Lawnmowers •Dogs

•Difficulty selling property•Poor image of an area•Upset residents•Headaches•Irritation•Insomnia

•Choose vehicles / motors with lower noise emissions•Have consideration for neighbours •Insulation•Housing away from transport systems/discos

Energy• Non-renewable sources: gas, coal,• Renewable: wind, solar, biomass• Wind: turbines have become popular in recent

years.• Solar: solar panels now required in all new

houses, heat water• Biomass: Natural plant growth (trees/crops) used

to produce energy

Steps to Lower Energy Consumption• Energy efficient appliances (A or B)

• Using CFLs• Turn off unused lighting• Line dry clothes• Lagging jacket on water cylinder• Shower instead of bath• Insulate the home – windows/attic/cavities• Solar panels• Don’t leave appliances on standby• Use timer on heating system• Reduce thermostat by 1 degree gives saving of

10%• Completely fill dishwasher• Economy cycle or half-load on washing machine

Environmental Initiatives• WEEE Directive- Waste Electrical and Electronic Equipment

Directive- all producers must enable consumers to dispose of waste and electronic equipment by collecting and treating waste products

• Plastic bag tax• Ban on incandescent light bulbs• Waste Management Act 1996- Act passed to ensure that

Ireland would meet EU requirements on waste and recycling

• SEAI- Sustainable Energy Authority Ireland- Ireland’s National energy authority, assists and promotes the development of energy awareness

Environment SymbolsGreen Dot- a European trademark.

Repak is the licensor in the Republic of Ireland. The symbol shows that the user has contributed financially to the cost of recovery and recycling of the packaging it put on the market.

European Union Eco Label- a product carrying this label has little

effect on the environment

An internationally recognized symbol used to designate recyclable materials.

Consumer Laws

Sale of Goods and Supply of Services Act 1980• Goods• Merchantable Quality• Fit for Purpose• As described• Correspond to sample•Services• Provider MUST be skilled• Care and diligence given• Quality materials used

Redress• Under the Act, consumers are entitled to

complain• One of the following must be offered provided

that the product is returned with a receipt and has not been tampered with:

• Repair• Replacement• Refund• Compensation• Credit note• In the case of service, repeated without charge

Consumer Information Act 1978• Predecessor of Consumer protection act 2007

Consumer Protection Act 2007• The Act provided for the establishment of the National

Consumer Agency• The NCA is obliged to enter into agreements with certain

organisations including the Commission for Energy Regulation • Price display regulations -the prices of certain products be

displayed in a specific manner. For example, they could provide that prices of certain products must be displayed inclusive of charges, fees and taxes

• Statutory guidelines for local authorities in regard to the issuing of casual trading licences

Consumer protection Statutory Bodies

1. National Consumer Agency (NCA)• Responsible for enforcement of consumer legislation• Provides consumer information• Runs public awareness campaigns to educate and

advise consumers• Carries out research into consumer habits and

behaviour• Conducts surveys on pricing

2. Office of the Ombudsman• Investigates complaints made by the public

against:• Government Departments• Insurance Companies• Credit Institutions (Banks)• Health boards• An Post• Used as a last resort if no resolution can be made

between the consumer and Dept. / agency • (Financial Services Ombudsman- investigates

complaints against banks and financial institutions)

3. National Standards Authority of Ireland (NSAI)•Establishes standards in relation to safety and quality in products•Implements the ISO 9000 scheme in industries

4. Citizens Information BoardProvides the public with information about their rights and entitlements including consumer issues

5. European Consumer Centre- walk I advice centre providing consumers with information on consumer rights and protection in both EU and Ireland

Consumer Protection Voluntary Bodies1. CAI – Consumer Association of

Ireland

• Informs consumers of their rights• Advises consumers• Publishes leaflets and ‘Consumer Choice’ magazine• Lobbies the government to improve consumer laws• Represents consumers’ interest in media• Surveys/reports on consumer products and services• Encourages high standards of quality in Irish

products/services

2. Advertising Standards Authority of Ireland

• Voluntary self regulating body in the advertising industry• Ensures all marketin g and advertising is legal, decent, honest

and truthful

Small Claims Court• Cheap, fast, easy way to resolve disputes without a

solicitor• Claims include faulty goods and bad workmanship• Any dispute up to €2,000• Fee of €15• Application form completed by claimant and sent to local

District Court office• Registrar attempts to settle it if complaint is disputed • Otherwise, case will be resolved in court• Cannot be used for personal injury debtsbreach of leasing or hire-purchase agreements

Consumer complaints procedure• Return to retailer a.s.a.p. with faulty good plus receipt• Complain promptly to supplier if fault with a service • Speak to manager outlining complaint and stating what should be done (compensation must be realistic)• Letter to retailer/head office if unsatisfactory responseLetter: description of goods – model, brand, cost copy of receipt and guarantee enclosed where? when? bought compensation sought• Seek help from C.A.I. and/or O.D.C.A. if still unresolved• Final step, Small Claims Court

Quality and Safety Symbols• https://www.clevernotes.ie/home-economics/hlol/leaving-cer

t/countdown-to-the-exam-7-consumer-symbols-acts-agencies/

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