The document discusses consumerism and consumer protection. It defines consumerism as a social force that organizes consumer pressure on businesses to protect consumer interests in the marketplace. It notes that consumerism aims to eliminate unfair trade practices and business injustices. The document also outlines the need for consumer protection in areas like health and safety, protection from deceptive practices, environmental impacts, and abuse of monopoly power. It describes different types of consumer purchases from routine to high involvement, as well as impulsive purchases. The document concludes that businesses need to move beyond mass marketing and take a broader view of diverse consumer needs through improved communication and a consumer-oriented approach.

2. SEMINAR ON
MARKETING MANAGEMENT
TOPIC: CONSUMERISM

3. CONSUMERISM
 A social force designed to protect consumer interest in the
marketplace by organising consumer pressures on business.
 Consumerism is a protest of consumer against unfair trade practices
and business injustices.
 It aims to remove those injustices and eliminate those unfair marketing
practices.

4. NEED FOR CONSUMER PROTECTION
 Physical protection of the consumer
 Protection of the consumer against deceptive and unfair trade
practices.
 Ecological and environmental effects of chemical.
 Adequate protection of consumer against the abuse of monopoly
positions.

5. TYPES OF CONSUMERISM
Consumers make purchasing decisions, it is critical for companies when they market
products or services. for a major purchase, the consumer generally will conduct
comparison shopping and demand information about the features and benefits of the
product.

6. 1. ROUTINE PURCHASES
There are routine purchases people make that require little decision-making. These
purchases are made with “programmed behaviour” on the part of the consumer. This
is because for this type of purchase the buyer puts forth very little effort in
searching for the product and making a decision about which product to buy.
Examples of routine purchases are soft drinks and snacks, and basic food items
like milk and eggs.

7. 2. PURCHASES WITH A LIMITED AMOUNT OF DECISION-
MAKING
Some products are purchased by the consumer on a regular basis, but
only occasionally. The consumer may be familiar with the product
category but will conduct research to find out information about an
unfamiliar brand.
For example, the consumer may have bought many shirts before, but a
new product with a different material may require a limited amount of
information-gathering on the part of the buyer. The consumer will also
spend some time investigating an unfamiliar brand.

8. 3. PURCHASES WITH A HIGH AMOUNT OF DECISION
MAKING
 There are purchases that the consumer's make that involve a high amount of
research and decision-making. These products are generally unfamiliar and
expensive, and they may be bought infrequently as well.
 The buyer experiences a high degree of risk when buying these products, either
economically, psychologically or performance-wise.
 Examples of these major purchases include mobile phones, cars, homes and
computer systems.

9. 4. IMPULSIVE BUYING
 The same consumer who spends hours trying to decide which computer to purchase
will often buy other types of items without giving them a second thought when they
are in shops.
 This impulse purchases require no conscious prior planning, and decisions are made
on the spot.
 These items typically include candy bars, magazines, gum and the like.

10. CONSUMER BILL OF RIGHTS
 The Right to Protection of Health and Safety
 Right to be Informed
 Right to choose
 Right to be Heard
 The right to seek Redressal
 The Right to Consumers Education
 The Right to Basic Needs
 The Right to Secure Ecological Balance

11. CONSUMER RESPONSIBILITIES
 Critical Awareness
 Action
 Social Responsibility
 Environmental Awareness
 Solidarity

12. THE CONSUMER PROTECTION ACT, 1986
 Better protection of the right and interest of consumers
 Three quasi-judicial machinery;
1) Consumer Disputes Redressal Forum at the District Level
2) Consumer Disputes Redressal Commission at the State Level
3) National Consumer Redressal Commission at the National Level

13. INDIAN CONSUMER AND THE NEED FOR CONSUMER
PROTECTION
 Some Products which are of strategic importance, are of short in
supply.
 Create artificial demand
 Ignorant and uneducated consumers
 Scared of legal procedures
 Low and middle-class income people

14. CONSUMER AFFAIRS CELL (CAC)
 Practical solution for establishing better rapport with the consumer
 Establish in organisation and headed by a very Senior Executive.

15. MAIN OBJECTIVE OF CAC
 More responsive to the valid grievances of consumers
 Resolving customer compliance promptly
 Disseminating consumer information
 Advising management on consumer issues
 Dealing with/providing tiasion to outside consumer interest
groups.
 Educating consumers about their rights and responsibilities

16. NEW AVENUES TO CONSUMER-ORIENTED
MARKETING MANAGEMENT
1. Consumer Research
2. Shareholder Research
3. Consumer-Interest Committees
4. Consumer Relation

17. CONCLUSION
 It is time for business to discard the traditional mass-marketing concept of consumer relations. Instead
of viewing the consumer solely as sales prospect, it is necessary for business to take a broader, and
wider look at the consumer to assess the full range of his genuine, diverse needs and desires.
 In future, management decisions must be based on consumer point of view and is possible only through
two-way flow of communication and Consumer-Oriented marketing management.
 It is virtually impossible to achieve the task of pleasing all the people all the time.
 The easiest and most urgent step that marketing management can take will be the adoption of more
acceptable ethics and business morality while offering marketing-mix to customers.

18. THANK YOU