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  • Consumerism 1

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    Kala Mahadevan
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    Consumerism aims to protect consumers' interests through choice and education. It arose due to manipulative marketing practices and lack of legal protections for consumers in India. Key stakeholders include consumers, businesses, and the government. Several consumer groups in India advocate for consumers and educate them. Initiatives like ASCI's advertising standards and government regulations have helped make marketing more responsible and reduced false claims, benefiting consumers.

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    Consumerism aims to protect consumers' interests through choice and education. It arose due to manipulative marketing practices and lack of legal protections for consumers in India. Key stakeholders include consumers, businesses, and the government. Several consumer groups in India advocate for consumers and educate them. Initiatives like ASCI's advertising standards and government regulations have helped make marketing more responsible and reduced false claims, benefiting consumers.

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    © All Rights Reserved
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    12 views14 pages

    Consumerism 1

    Uploaded by

    Kala Mahadevan
    Consumerism aims to protect consumers' interests through choice and education. It arose due to manipulative marketing practices and lack of legal protections for consumers in India. Key stakeholders include consumers, businesses, and the government. Several consumer groups in India advocate for consumers and educate them. Initiatives like ASCI's advertising standards and government regulations have helped make marketing more responsible and reduced false claims, benefiting consumers.

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    © All Rights Reserved
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    of 14

    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 • Socio-Cultural
    Factors

    – Personality – Family
    – Motivation – Reference Group
    – Perception – Social Class

    – Attitude – Culture
    – Learning – 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) Care Society
    Consumer
    • Bombay Telephone Users'
    • Association
    Citizen consumer and Civic Action Group
    • (CAG) Sahayak
    Grahak
    • Consumer Guidance Society of
    • India
    All India Chamber of Consumers
    • (AICOC) Coordination
    Consumer
    • Council
    Akhil Bhartiya Upbhokta
    • Congress Unity and Trust
    Consumer
    • Society
    Consumer Rights Education & Awareness Trust (CREAT)
    • Rajkot Saher/Jilla Grahak Suraksha
    • Mandal Sanrakchhan & Kalyan
    Upbhokta
    • 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


    one
    as 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

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