Consumerism

Index

• Meaning Of Consumerism

• Factors Affecting Consumerism

• Stakeholders In Consumerism

• Consumer Groups In India

• Benefits Of Consumerism

What Is Consumerism?

• CHOICE’ THE CORE VALUE

• ADDICTIVE - Desire an end in itself.

• AROUSING AND MEETING SHORT TERM NEEDS

• SHOPPING FOR ‘SENSATIONS’

Marketing Concepts

• Marketing Concept 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.

Factors

• Psychological Factors

– Personality– Motivation– Perception– Attitude– Learning

• Socio-Cultural Factors

– Family– Reference Group– Social Class– Culture– Sub Culture

Other Factors

• Monopoly and Oligopoly exists in countries like India.• People are weary of the Legal and Judicial System.• Consumers are thus susceptible to manipulations.

• • •

• These gave birth to Consumerism.• Consumerism and Consumer Movement was born to

counter the influences and dangers of manipulation that were posed by unscrupulous marketers.

Stakeholders in Consumerism

• Consumers

• Business Enterprises or Industry

• Government

Consumer Groups in India• Voluntary Organization in Interest of Consumer Education (VOICE) • Consumer Care Society • Bombay Telephone Users' Association • Citizen consumer and Civic Action Group (CAG) • Grahak Sahayak • Consumer Guidance Society of India• All India Chamber of Consumers (AICOC)• Consumer Coordination Council• Akhil Bhartiya Upbhokta Congress • Consumer Unity and Trust Society • Consumer Rights Education & Awareness Trust (CREAT)• Rajkot Saher/Jilla Grahak Suraksha Mandal • Upbhokta Sanrakchhan & Kalyan Samiti• Upbhokta Margdarshan Samiti "UMAS"

Evolution of Pollution Man – Consumer Group Initiative

Anti Cigarette Campaigns – Consumer Group & Govt. Initiative

ASCI – Industry Initiative

• Advertising Standards Council of India (ASCI) (1985) has adopted a Code for Self-Regulation in Advertising.

• It is a commitment to honest advertising and to fair competition in the market-place.

• It stands for the protection of the legitimate interests of consumers and all concerned with advertising - advertisers, media, advertising agencies and others who help in the creation or placement of advertisements.

• Fewer false, misleading claims• Fewer unfair advertisements• Increasing respectability

Good Knight - ASCI Rulings

• Godrej Sara Lee Ltd(*) (Good Knight Aerosol) Chutti TV

• “Aerosol as a fragrant and the actors are inhaling it”.

• This is highly objectionable as one must not inhale a pesticide even if it is safe.

• The cannister for the aerosol resembles that of `Hit’ spray for cockroaches and other pests. These insecticides are far more dangerous and should not be inhaled directly.

Government (RBI) Initiative

Benefits of Consumerism

• Consumer Education• Consumer Groups can liaison between

Government & Industry• Product Research & Information to Consumer• Inculcate Honesty, Responsiveness &

Responsibility on to Manufacturers & Marketers.• Move towards Societal Concept of Marketing