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Role and Importance of Consumer Movements.: Chapter No. 03
Role and Importance of Consumer Movements.: Chapter No. 03
Introduction.
Importance of Consumer Movement in India.
Historical Review of Consumer Movement
(International).
First Stage of Consumer Movement.
Second Stage of Consumer Movement.
Third Stage of Consumer Movement.
Consumer Movement in India.
Consumer Movement in India (1740 Words).
Birth of Consumers’ Day.
Awareness among the consumers.
Consumer’s Responsibilities.
Unfair Trade Practices.
Need and Importance of Consumer Education.
The Teacher’s Role in Consumer Education.
Role of Consumerism in Indian Banking.
NGOs and Consumer Organizations in India.
Role of NGOs in Consumer’s Issue.
Media and Consumers Problems.
Hindrances to the Growth of a Consumer Movement
in India.
Large Business Houses.
Involvement of people at large.
Success Of Consumerism
Introduction:
The consumer movement in India is as old as trade and
commerce itself. Even in Kautilya’s Arthshastra, there are
references to the concept of protection of consumers against the
exploitation by trade and industry, short weighment and
measurements, adulteration along with the punishment for these
offences. There was, however, no organized and systematic
movement actually safeguarding the interests of the consumers.
Prior to Independence, consumer interests were considered mainly
under laws like the Indian Penal Code, Agricultural Production
Grading and Marketing Act 1937, and Drugs and Cosmetics Act,
1940. Even though different parts of India had varying degrees of
awareness, in general the level of awareness was low. It is generally
believed that the consumer movement in India as of today is quite
strong when it is compared with other developing countries in
Asia, Africa and Latin America. India is a vast country with a very
large population of which a sizeable percentage lives below the
poverty line. Because of economic inequality, low level of literacy
and ignorance, particularly amongst women, the level of consumer
awareness is not too high and, therefore, the consumers are not
able to assert and protect themselves. They easily get exploited by
trade and industry and service providers. With the liberalization
process which started in 1991 the entire economic scenario is
undergoing a complete change from a government-driven economy
to a market-driven economy.1 Protecting the interests of
consumers has, therefore, become one of the paramount concerns
of the Government than ever before. Hence, policies are being
designed and legislations enacted to protect the consumers’
A Study of Consumer Movement in Selected Districts of Maharashtra.
Page 100
Chapter No. 03: Role and Importance of Consumer 2014
Movements.
interest and grant them the right to choice, safety, information and
redressal.
genuine and the spurious or the good and the bad. It is mainly
these consumers who suffer at the hands of unscrupulous
businessmen. Our consumers also suffer from a total absence of
awareness among them. They know nothing about their rights;
they are ignorant of the laws. First of all, the laws on trademarks,
essential commodities, drugs, weights and measures etc., are not
very effective. Secondly, the standard of morals in our country
being what it is, the businessmen do not find it difficult to steer
clear of laws through greasing the palms of the inspection staff.
Besides, litigation is such a costly and time consuming affair that
no consumer has the courage and patience to throw cudgels on
behalf of his ever suffering community.
Since India has for decades been a seller's market where the
manufacturer and the trader have the upper hand and manage to
sell whatever is marketed, the awareness of the consumer's basic
A Study of Consumer Movement in Selected Districts of Maharashtra.
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Chapter No. 03: Role and Importance of Consumer 2014
Movements.
Consumer’s Responsibilities:
The consumers have a number of rights regarding the
purchase of things, but at the same time they have some
responsibilities too. It means that the consumer should keep a few
things in mind while purchasing them. They are as follows:13
necessary to see that the consumers get their due. The need of the
hour is for total commitment to the consumer cause and social
responsiveness to consumer needs. This should, however, be
proceeded in a harmonious manner so that our society becomes a
better place for all of us to live in.
Success of Consumerism:
Globalization and liberalization of trade and business has
resulted in many products and services being available to the
consumers. Growth in economy has resulted in increase in the
purchasing power of the middle class section, which is the largest
segment of the population. This has necessitated giving high
priority for the protection of the consumers and promotion of
responsible consumer movement in the country. Modern
technological growth and complexities of the sellers’ techniques,
existence of a vast army of middlemen and unethical and
untruthful advertisements have aggravated the situation of
consumer exploitation.19 The consumer has to be aware of his
rights and play a key role. The success of consumerism is a strong
function of consumer awareness and to avoid exploitation
consumer must become knowledgeable. 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.
References:
1. P. Venkatesan (2013) - Strengthening The Consumer
Movement - http://pib.nic.in
2. R. K. Nayak (1991) - Consumer Protection Law in India - An
Eco Legal Treatise on Consumer Justice.
3. B.K. Barik (2006) - Consumer Protection in Indian Economy
- In M. Aggarwal (ed.) - Consumer Behavior and Consumer
Protection in India.
4. A. Eiler (1984) - The Consumer Protection Manual, Facts on
File.
5. K. Dhyani and A Saklani (1994) - Awareness of Rights among
Indian Consumers, Indian Journal of Marketing.
6. G. C. Aggarwal (1989) - Consumer Protection in India,
National Seminar on Marketing Challenges in the Nineties.
Department of Commerce, Delhi School of Economics,
University of Delhi.
7. Thanalingham and Kochadai (1989) - An Evolution of
Consumer Awareness - Indian Journal of Marketing.
8. N. Kumar and N. Batra (1990) - Consumer Rights Awareness
and Action in Small Cities - Indian Journal of marketing.
9. J. P. Zend and D. Muraly (1994) - Extent of Consumer
Awareness towards Fraudulent Practice Used by the Sellers
of Household Appliance - Indian Journal of Marketing.
10. Deepti Verma (2013) - Essay on the Consumer Movement in
India (1740 Words) - http://www.shareyouressays.com
11. http://www.cuts-international.org/consumer-rights.htm
12. http://archive.indianexpress.com
13. Amarjit Lal (2013) - Role Of NGO’s In Solving The Problem
Of Consumers: A Case Study Of The Hamirpur Consumer
Protection Organization - Asia Pacific Journal of Marketing
& Management Review Vol.2 (9), September (2013)