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)• 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