CONSUMERISM

Consumer movement is a relatively new concept in India. Markets of the developing countries like India are highly imperfect. Consumers are largely exploited because many of them are illiterate, ignorant and unaware. Rural population is not integrated into the main stream of consumerism. The need for consumer protection has been widely accepted all over the world. India has also taken up the concept of consumer protection more seriously. Our markets have become consumer oriented. Government is educating the consumers in various ways like : (i) Through advertisements about consumer rights in media such as newspaper, radio, T.V., etc. (ii) Promoting consumer organizations in India. (iii) Setting up consumer courts in India. (iv) Making consumers aware about his rights by arranging seminars,

workshops, etc.

Consumer education is an important determinant of consumer protection. Consumer education means to educate the consumers about their rights like-fight to be informed, right to safety, etc. Consumer education helps the consumers in protecting them against exploitation by the producers

FORMS OF CONSUMER EXPLOITATION BY PRODUCERS

Producers exploit the consumers in several ways, such as : (i) Supply of inferior quality goods. (ii) False information regarding quality of goods. (iii) Adulteration. (iv) Less weight or measure. (v) Non-compliance of terms of guarantee. (vi) Unfair Trade Practices like misleading and deceptive advertisements. (vii) Charging price higher than maximum retail price (MRP). (viii) Deceptive Packing. (ix) Deficiency or negligence in services. (x) Monopolistic Trade Practices : like creating artificial scarcity, etc.

According to Philip Kotler, "Consumerism' is a social movement seeking to augment the rights and powers of the buyers in relation to seller".

CHARACTERISTICS OF CONSUMERISM
. It is a social movement of consumers. . It provides balance between power and responsibility relationship. . It involves large number of organised consumer groups. . It aims to protect the rights of people as consumers in the society. . It is' the movement of people supported by government through suitable legislations.

. It acts as a check on all kinds of economic activities.

. It is a movement of volunteers.

OBJECTIVES OF CONSUMERISM
To enforce the rights of people as consumers against exploitation like poor quality, over charging, etc. To ensure fair trade practices in the society. To ensure the avoidance of unrestricted trade practices. To ensure co-operation between government and producers. To create a self-help support system where consumers voluntarily form an association for their self-protection. To build the confidence of MNC's for investing in developing countries. To create healthy competition among producers. To promote consumer organisations in society like Consumer Guidance Society of India. To build the confidence of international organisations like United Nations by passing the Consumer Protection Act, 1986 according to their guidelines. To introduce the consumer to remedial organisations like consumer courts, forums, commissions, etc.

CONSUMER RIGHTS RECOGNIZES IN INDIA

Right to information Right to choose while making a purchase decision Right of health and safety Right to have healthy environment Right to be heard Right not to be exploited

Right to redress

REASONS FOR FAILURE OF CONSUMERISM IN INDIA/ PROBLEMS OF INDIAN CONSUMERS

Illiteracy Poverty Corruption Political interference Non-standardization of products Black marketing Ineffective implementation of laws Absence of consumer bodies : example Ineffective implementation of patent laws Dependence on credit Consumer Guidance Society of India and Consumer Education and Research Centre.

GROWTH OF CONSUMERISM IN INDIA

Consumerism is gaining momentum in India. Consumers have formed voluntary organizations, consumer clubs, etc. Government has enacted various legislations for protecting the interest of consumers.

Various Legislations which directly or indirectly favour consumerism are :

Sale of Goods Act, 1930 Agricultural Produce (Grading and Marketing) Act, 1937 Prevention of Food Adulteration Act, 1954. Essential Commodities Act, 1955. Essential Services Maintenance Act (ESMA), 1968. Monopolies and Restrictive Trade Practices (MRTP) Act, 1969. Standard of Weights and Measure Act, 1976..

Consumer Protection Act 1986.

Bureau of Indian Standards Act, 1986. Securities and Exchange Board of India Act, 1992. .

Measures to promote consumerism :

1. Spreading of awareness and conciousness among the consumers about their rights through consumer education. 2. Use of mass-media like newspaper, television, ratio, etc. to create moral fear among traders indulging in unfair or restrictive trade practices e.g. T.V advertisement 'Jago Grahak Jago' has created a lot of awareness among consumers. 3. There are about 500 consumer organizations which spread and protect the consumer's interest in the country. Some of the main consumer organizations are: -Consumer Guidance Society of India, Mumbai. -Citizens Action Group, Mumbai. -Consumers Action Forum, Kolkata, Delhi and Chennai. 4. Setting up of consumer clubs in educational institutes. 5. Opening of National consumer Helpline from landline phones and BSNL/MTNL

on the toll-free number 1800-11-4000 all over the country.

6. A website www.core.nic.in has been created for consumers' help.

7. Setting up of Consumer Online Research and Empowerment (CORE) centre

8. Bureau of Indian Standards (BIS) issues certificates for those goods whose quality is properly assessed by it. 9. Central government has introduced National Awards to encourage participation of consumer organizations and youth in the field of consumer protection. 10. Consumers week is celebrated every year throughout the country from 15th to 21 st March. All over the world 15th March is celebrated as Consumers Rights Day.