Consumer Awareness

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). Need for Consumer Awareness It has been observed that the people do not get benefit as expected. This is mainly because they are not fully aware of the schemes and their benefits. 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. Also, only knowledgeable and alert consumers aware of their rights and responsiblities can protect themselves effectively. The need of the hour is to educate the common consumers particularly those in rural areas who are more susceptible to exploitation. Once they are educated and made aware of the schemes that have been drawn up for their benefit and the redressal forum that is available, the benefit of various schemes, in true sense, will reach the common consumers of the country. It is, therefore, our bounden duty to play our part jointly and effectively in disseminating various schemes to the common consumers of the country. In this regard, the role of the voluntary consumer organizations, consumer activists, non-governmental organizations, educational institutions and media cannot be ignored.

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. The following are the forms of consumer exploitation:

1) Underweight and under measures. 2) High Prices. 3) Sub Standard Quality. 4) Duplicate Articles. 5) Rough Behavior and undue conditions. 6) Lack of safety devices. 7) Poor or inadequate after sales service. 8) Adulteration of foods. 9) Sales of medicines after expiry date. 10) Spurious drugs (Sub-standard drugs) 11) Supply of blood from a blood bank infected with AIDS or other diseases. 12)Advertisement with false claims 13)Shortage of weight and quality Excessive price.

14) Death of a person due to medical negligence of a doctor.

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