The document discusses consumerism in India. It provides definitions of consumerism and explains that consumerism means organized efforts to protect consumer rights against unfair business practices. It then discusses the positive and negative effects of consumerism, noting positive effects like economic growth but negative effects like depletion of resources and increased environmental pollution. The summary concludes that India is seeing rising consumerism as standards of living increase, which is changing consumer tastes and fueling growth in the retail industry.
Accessible luxury goods: Consumers’ in-store and online purchase intentionsElisa Sergi
This document summarizes a research study that compares factors influencing consumers' intentions to purchase accessible luxury goods online versus in stores. It hypothesizes that online consumers pay more attention to merchandise variety, price, and time/effort savings while having less risk aversion. In-store consumers prioritize experiential aspects like interacting with salespeople. The study aims to provide retailers insights to improve the shopping experience across channels by analyzing correlations between these factors. A quantitative analysis of accessible luxury goods in electronics and fashion tested the hypotheses. The results confirmed prior research and provided operational guidelines for retailers around tools like social media, personalization, and differentiation.
The importance of marketing to any business can not be over emphasized . There are so many defects in the present
marketing system such as the way of making the prospective customers know the products the firms have, locating
the right firms that have the products needed by consumers. The broad objective of this work is to assess the use of
emarketing by agribusiness firms in South Eastern Nigeria. Specifically, the study ascertains the extent of use of
emarketing by agribusiness firm in south east, the perception of the agribusiness firms to the use of emarketing in
their business, and the performance of firms as they age in e-marketing. The data were obtained from primary
sources through well-structured questionnaire, observation and oral interviews. The data were analyzed using
descriptive statistics, regression and likert rating scale techniques. Findings from the study show that e-marketing
has not be fully adopted in south east Nigeria, and that e-marketing when well-practiced can help reduce cost, reduce
time, promote sales, improves sales and increase production generally.
Effect of service quality on customer satisfaction in Tanzanian energy indust...AI Publications
This study considers that service quality dimensions including reliability, assurance, tangibility, empathy and responsiveness have enormous contribution to customer satisfaction. This study aimed at assessing the effect of service quality dimensions on customer satisfaction in Tanzania Energy Industry. Data was collected from 186 residential customers of TANESCO in Nyamagana district who were selected using stratified sampling technique. This study used questionnaire and documentary review to gather information concerning the topic under study. Quantitative data were analyzed using descriptive statistics and inferential statistics including Pearson correlation and regression analysis in order to determine the effect of each service quality dimension on customer satisfaction. Regression analysis results indicated that service quality dimensions including reliability, assurance, tangibility, empathy and responsiveness have positive significant influence on customer satisfaction. The findings also indicated that customer expectations of TANESCO services in accordance to service quality dimensions are bigger than their perceptions of services they receive from the company. This study strongly recommend improvement of TANESCO service delivery in terms of service reliability, assurance, tangibility, empathy and responsiveness as a way to achieve customer satisfaction.
1) The study examined the effect of consumer behavior on consumerism among consumers in Kisii County, Kenya. It sought to establish the relationship between consumer rights/awareness and levels of consumerism.
2) A sample of 1500 consumers was selected from a target population of 4000 using random and stratified sampling. Data was collected through questionnaires, interviews, and focus group discussions.
3) Preliminary findings suggest relationships between consumer rights/awareness and consumerism. However, further statistical analysis is still needed to fully test the hypothesized relationships. The study aims to provide insights on consumer behavior and consumer protection in Kisii County.
International Journal of Business and Management Invention (IJBMI)inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
The Journal will bring together leading researchers, engineers and scientists in the domain of interest from around the world. Topics of interest for submission include, but are not limited to
A review and integration of the partial models of consumer behaviourAlexander Decker
This document provides an overview of consumer behavior models. It reviews four partial models: the economic model, which views consumers as rational actors seeking to maximize utility within a budget constraint; the linear experimental model, which sees consumers progressing through stages of awareness, interest, evaluation, trial, and adoption; the psychoanalytic model, which examines unconscious motivations; and the sociological model, which considers external social and cultural influences. The document then proposes integrating aspects of these partial models into a more comprehensive consumer behavior model.
The document discusses consumerism in India. It provides definitions of consumerism and explains that consumerism means organized efforts to protect consumer rights against unfair business practices. It then discusses the positive and negative effects of consumerism, noting positive effects like economic growth but negative effects like depletion of resources and increased environmental pollution. The summary concludes that India is seeing rising consumerism as standards of living increase, which is changing consumer tastes and fueling growth in the retail industry.
Accessible luxury goods: Consumers’ in-store and online purchase intentionsElisa Sergi
This document summarizes a research study that compares factors influencing consumers' intentions to purchase accessible luxury goods online versus in stores. It hypothesizes that online consumers pay more attention to merchandise variety, price, and time/effort savings while having less risk aversion. In-store consumers prioritize experiential aspects like interacting with salespeople. The study aims to provide retailers insights to improve the shopping experience across channels by analyzing correlations between these factors. A quantitative analysis of accessible luxury goods in electronics and fashion tested the hypotheses. The results confirmed prior research and provided operational guidelines for retailers around tools like social media, personalization, and differentiation.
The importance of marketing to any business can not be over emphasized . There are so many defects in the present
marketing system such as the way of making the prospective customers know the products the firms have, locating
the right firms that have the products needed by consumers. The broad objective of this work is to assess the use of
emarketing by agribusiness firms in South Eastern Nigeria. Specifically, the study ascertains the extent of use of
emarketing by agribusiness firm in south east, the perception of the agribusiness firms to the use of emarketing in
their business, and the performance of firms as they age in e-marketing. The data were obtained from primary
sources through well-structured questionnaire, observation and oral interviews. The data were analyzed using
descriptive statistics, regression and likert rating scale techniques. Findings from the study show that e-marketing
has not be fully adopted in south east Nigeria, and that e-marketing when well-practiced can help reduce cost, reduce
time, promote sales, improves sales and increase production generally.
Effect of service quality on customer satisfaction in Tanzanian energy indust...AI Publications
This study considers that service quality dimensions including reliability, assurance, tangibility, empathy and responsiveness have enormous contribution to customer satisfaction. This study aimed at assessing the effect of service quality dimensions on customer satisfaction in Tanzania Energy Industry. Data was collected from 186 residential customers of TANESCO in Nyamagana district who were selected using stratified sampling technique. This study used questionnaire and documentary review to gather information concerning the topic under study. Quantitative data were analyzed using descriptive statistics and inferential statistics including Pearson correlation and regression analysis in order to determine the effect of each service quality dimension on customer satisfaction. Regression analysis results indicated that service quality dimensions including reliability, assurance, tangibility, empathy and responsiveness have positive significant influence on customer satisfaction. The findings also indicated that customer expectations of TANESCO services in accordance to service quality dimensions are bigger than their perceptions of services they receive from the company. This study strongly recommend improvement of TANESCO service delivery in terms of service reliability, assurance, tangibility, empathy and responsiveness as a way to achieve customer satisfaction.
1) The study examined the effect of consumer behavior on consumerism among consumers in Kisii County, Kenya. It sought to establish the relationship between consumer rights/awareness and levels of consumerism.
2) A sample of 1500 consumers was selected from a target population of 4000 using random and stratified sampling. Data was collected through questionnaires, interviews, and focus group discussions.
3) Preliminary findings suggest relationships between consumer rights/awareness and consumerism. However, further statistical analysis is still needed to fully test the hypothesized relationships. The study aims to provide insights on consumer behavior and consumer protection in Kisii County.
International Journal of Business and Management Invention (IJBMI)inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
The Journal will bring together leading researchers, engineers and scientists in the domain of interest from around the world. Topics of interest for submission include, but are not limited to
A review and integration of the partial models of consumer behaviourAlexander Decker
This document provides an overview of consumer behavior models. It reviews four partial models: the economic model, which views consumers as rational actors seeking to maximize utility within a budget constraint; the linear experimental model, which sees consumers progressing through stages of awareness, interest, evaluation, trial, and adoption; the psychoanalytic model, which examines unconscious motivations; and the sociological model, which considers external social and cultural influences. The document then proposes integrating aspects of these partial models into a more comprehensive consumer behavior model.
This document outlines the history and development of consumer protection and the consumer movement. It discusses consumer protection in ancient times under Kautilya's Arthasasthra. The first consumer cooperatives began in the 19th century in Britain and India. The modern consumer movement arose in the 1960s in India to promote consumer interests, protection, and education. Key organizations that advanced the movement are mentioned. The document also outlines achievements and ongoing challenges to make consumer protection laws more effective and ensure consumer organizations exist nationwide.
Internet services and interface design for marketingYou Jia-Lin
This document discusses research on customer value and internet shopping services. It makes three key points:
1. Previous studies on customer value have limitations and do not fully capture customers' subjective experiences or the social context of value.
2. A new study is proposed to use grounded hermeneutics to explore the meaning of customer value from the customer's perspective.
3. The study will also aim to develop an integrated framework for understanding customer value in internet shopping services.
Consumerism refers to activities designed to protect consumer rights, including honest advertising and packaging, product guarantees, and safety standards. It aims to regulate manufacturers, sellers, and advertisers in consumers' interests. Consumerism is needed because businesses once prioritized profits over fairness, quality, and social responsibilities. It is now a driving force behind business because companies must cater to consumers' needs and wants in order to succeed. Advertising is used to disseminate information and boost consumption, retaining customers by providing good value and service. Positive effects include more products, jobs, and choices for consumers, while negatives include increased desires, dependency, crime, and imports of cheaper goods.
This document summarizes a study on ethics of consumerism in India. It discusses key factors that influence the purchasing decisions of ethical consumers, including governments, campaign groups, the private sector, and specialist publications. It also examines personal values, challenges of ethical consumerism, and concludes that suppliers must address quality challenges to promote ethically certified products and consumers must balance their roles and values.
ATTITUDE OF CUSTOMERS TOWARDS MADE IN NIGERIA TEXTILE INDUSTRY PRODUCTSIAEME Publication
The primary duty of any nation is to seeksecured sustained economic growth in other to be independent and must also put structures in place to ensure thatimportation is reduced, and local resources are effectively utilised in the production process. However, when citizens of a nation do not consume products produced in their country, it may lead to economic disaster.The globalization of world trade has led to local markets being flooded with many foreign made products; hence, widening the range of alternatives of consumers and as well increasing the competition in local markets while grave threats are posed to the marketability and sales of locally made products. Over the years, the Nigeria manufacturing sector which includes the textile industry as a subset has been afflicted with intermittent power supply, huge scale under-use of manufacturing capability and a poor and unhealthycustomer patronage of locally produced products. Based on these premise, this study seeks to investigate why there are low patronage of made in Nigeria goods by its citizens.Two hundred and two (202) copies of questionnaire were distributed to respondents in Lagos. Data were analyzed using regression analysis for the hypothesis testing. The result reveals that quality of made in Nigeria products is a major factor for consumers at F = 143.078, β= 1.004 and p=.000. In conclusion, it is recommended that Nigerian manufacturers must strive for excellence in quality of made in Nigeria product with respect to their textile products and brands in order to compete successfully against foreign competitors
The document discusses the importance of consumerism in marketing. It defines consumerism and explains that consumerism is as important as investment and profits. Consumerism is a natural extension of social responsibility that protects consumers from being exploited or misled by retailers and manufacturers. Retailers and manufacturers have a responsibility to educate customers and provide transparency around products.
The FMCG sector has been one of the significant contributors to the accelerated growth of the
Retail Industry in India. The new wave of consumerism has seen the introduction of new formats and new
brands. Brands that carry a retailer’s name or are created by a retailer under a brand name exclusively to be
sold only in its stores are known as store brands.
This document discusses consumer rights and the consumer movement in India. It notes that consumers face exploitation due to unequal market situations and lack of enforcement. This led to the formation of consumer organizations to raise awareness and help consumers seek redressal. The document outlines various types of consumer exploitation, rights that consumers have, and the multi-tier system established by the Consumer Protection Act to hear consumer complaints. It emphasizes the importance of standardization, education efforts, and continued participation to strengthen consumer protections in India.
Exploring Key Factors Affecting the Adoption of Mobile Commerce: A Case of Pu...paperpublications3
Abstract: The purpose of this research is how to apply TAM model proposed by Davis, F. D. (1989) and Marketing factor to improve the purchasing intention on luxury fashion products via Mobile commerce. Conceptual Framework is mainly based on 3 hypotheses, 7 sub variables. (Fashion Innovativeness, Fashion Involvement, Brand image, and the constructs Perceived usefulness, Perceived ease of use, Social influence, Security) Quantitative research is used to determine the relationship between independent variable and dependent variable. All hypotheses tested factor analysis, Reliability, Correlations, and Multiple regressions. Data were collected from 253 respondents through online questionnaires within the period of 1st of February to 25th of March 2016. Computer program Statistical Package for the social science (SPSS) software was used to analyze the data. Our results illustrated that all variables have positive related on purchase intention. There is no doubt Mobile technologies have the potential to bring changes to traditional shopping.
Editorial: User Innovation and the Role of Creative ConsumersIan McCarthy
In recent years, the phenomenon of creative consumers has attracted much research interest. In 2012 for instance, approximately 70 articles in business publications referred specifically to the concept of creative consumers. This and earlier work on creative consumers has helped us to understand who they are, what they are, what they do, and why their activities and outputs are increasingly important to companies. For no longer do business leaders obsess that ideas and innovation must originate from their own firm’s R&D resources. To be competitive, firms now recognise there is significant value in sourcing ideas and innovations from the market place (Kuusisto and Kuusisto, 2013). Like other business activities, including marketing, manufacturing and logistics (see McCarthy and Anagnostou, 2004), innovation is becoming more open, and more outsourced to users, and this is changing the boundaries of the origins, development, and ownership of ideas and intellectual property.
This document discusses consumerism in India. It defines consumerism as an organized movement to strengthen buyers' rights and power in relation to sellers. The reasons for consumerism in India include low literacy, ignorance, and imbalanced demand and supply leading to issues like hoarding. Remedies include active participation from businesses, government, and consumers. The Consumer Protection Act of 1986 aims to protect consumers and provide relief. It established consumer rights like the right to safety, information, choice, and redress. The act applies to private, public, and cooperative sectors and provides compensatory relief through dispute resolution bodies.
A consumer is defined as the final user of products or services. The document outlines several key consumer rights, including the rights to safety, information, choice, redress, and a healthy environment. It also discusses the consumer movement, which arose due to unfair business practices and a lack of legal protections for consumers. Finally, it notes that consumer forums and councils help provide consumers guidance and seek justice against exploitation.
This document summarizes information from a regional dissemination meeting in Bologna, Italy on CSR frameworks in Italy and the Emilia-Romagna region. It provides an overview of the socioeconomic context in Italy and Emilia-Romagna, including key industries and the prevalence of SMEs. It also describes the evolution of CSR approaches and initiatives at the national, EU and international levels. Specific public and private CSR programs and initiatives in the Emilia-Romagna region are outlined. Research findings on CSR knowledge, practices and focus among SMEs in the region are presented.
Effect of Advertising Media on Sales Performance of Cable TV Network Firms in...AI Publications
The study aimed to investigate the impacts of advertising media on sales performance of firms in Cable TV network sector in Mwanza city, Tanzania. Specifically, this study concentrated in determining how digital marketing affects sales performance, determining effect of TV/Radio on sales performance of firms, assessing effect of outdoor (out of home) on sales performance.. This study employed quantitative methodology. The targeted population of the study was about 414 network managers from the six Cable TV network service providers and A sample of 83 network managers, selected from a population of 414 Cable TV network firms and were selected using simple random sampling technique. Questionnaire and documentary review are used to collect data. The study employed descriptive statistics and inferential statistics. The results revealed that all the advertising media namelydigital marketing, TV/Radio and outdoor had a significantly positive effect on sales performance of Cable Network firms. The study further found that mobile marketing had the highest effect of firms’ ales performance followed by outdoor adverting, then social media marketing and lastly TV/Radio. The study lastly recommends that management should create readiness of the company in terms of ensuring products and organization area, and establish a great team. The study also recommended that Cable TV firms should use more of modern advertising especially mobile marketing and social media marketing as they can be accessed by customer 24/7/365 and will reach more people. The marketing/Advertising department should develop marketing plan for advertising to assist measuring effectiveness of each advertising media and hence this can help in developing effective marketing activities.
Influence of brand management on rivalry for consumers in the mobile telecomm...Alexander Decker
1) The document discusses brand management in the mobile telecommunications industry in Kenya. It focuses on how mobile operators invest in brand management to differentiate themselves, gain market share, and benefit consumers through competition.
2) It provides background on the telecommunications industry and major mobile operators in Kenya, including Safaricom, Airtel, Telkom Kenya, and Essar Telecom Kenya.
3) The purpose of the study was to examine how brand management influences rivalry between mobile operators and how consumers benefit from this competition.
Consumer Behaviour ads on internal influencesSujitha Nuthi
This document provides an overview of key concepts related to consumer behavior, including:
1. It describes influences on consumer behavior such as internal influences like perception, learning, memory, motives, personality and emotions as well as external influences like culture, social groups and marketing activities.
2. It summarizes models of consumer behavior and discusses concepts like needs, experiences, lifestyle, self-concept and the consumer decision process.
3. It provides examples to illustrate concepts like brand personality, motivation, learning, memory, attitudes and how advertising can influence perception and attitudes.
This document provides information about consumerism, including definitions, the evolution and development of consumerism, consumer protection rights and forums, and filing complaints. It defines a consumer and consumerism, tracing the development of consumerism from the early 1900s focusing on the US, through the 1930s and gaining force in the 1960s. It outlines the basic rights of consumers, redressal forums in India, and requirements for filing a formal complaint under the Consumer Protection Act of 1986.
The document discusses several topics:
1. It mentions a law student in Bangalore who filed a consumer complaint against HUL for finding a crayon named "Skin Color" racially offensive.
2. It states that Harrison Ford is the only non-archaeologist on the governing board of the Archaeological Institute of America.
3. It lists misquoted dialogues from famous movies like Star Wars, Casablanca, and A Few Good Men.
Buying Decision Making Process
Buying roles, Stages of the decision process – High and low effort decisions, Post purchase decisions, Models of consumer behaviour
This document outlines the history and development of consumer protection and the consumer movement. It discusses consumer protection in ancient times under Kautilya's Arthasasthra. The first consumer cooperatives began in the 19th century in Britain and India. The modern consumer movement arose in the 1960s in India to promote consumer interests, protection, and education. Key organizations that advanced the movement are mentioned. The document also outlines achievements and ongoing challenges to make consumer protection laws more effective and ensure consumer organizations exist nationwide.
Internet services and interface design for marketingYou Jia-Lin
This document discusses research on customer value and internet shopping services. It makes three key points:
1. Previous studies on customer value have limitations and do not fully capture customers' subjective experiences or the social context of value.
2. A new study is proposed to use grounded hermeneutics to explore the meaning of customer value from the customer's perspective.
3. The study will also aim to develop an integrated framework for understanding customer value in internet shopping services.
Consumerism refers to activities designed to protect consumer rights, including honest advertising and packaging, product guarantees, and safety standards. It aims to regulate manufacturers, sellers, and advertisers in consumers' interests. Consumerism is needed because businesses once prioritized profits over fairness, quality, and social responsibilities. It is now a driving force behind business because companies must cater to consumers' needs and wants in order to succeed. Advertising is used to disseminate information and boost consumption, retaining customers by providing good value and service. Positive effects include more products, jobs, and choices for consumers, while negatives include increased desires, dependency, crime, and imports of cheaper goods.
This document summarizes a study on ethics of consumerism in India. It discusses key factors that influence the purchasing decisions of ethical consumers, including governments, campaign groups, the private sector, and specialist publications. It also examines personal values, challenges of ethical consumerism, and concludes that suppliers must address quality challenges to promote ethically certified products and consumers must balance their roles and values.
ATTITUDE OF CUSTOMERS TOWARDS MADE IN NIGERIA TEXTILE INDUSTRY PRODUCTSIAEME Publication
The primary duty of any nation is to seeksecured sustained economic growth in other to be independent and must also put structures in place to ensure thatimportation is reduced, and local resources are effectively utilised in the production process. However, when citizens of a nation do not consume products produced in their country, it may lead to economic disaster.The globalization of world trade has led to local markets being flooded with many foreign made products; hence, widening the range of alternatives of consumers and as well increasing the competition in local markets while grave threats are posed to the marketability and sales of locally made products. Over the years, the Nigeria manufacturing sector which includes the textile industry as a subset has been afflicted with intermittent power supply, huge scale under-use of manufacturing capability and a poor and unhealthycustomer patronage of locally produced products. Based on these premise, this study seeks to investigate why there are low patronage of made in Nigeria goods by its citizens.Two hundred and two (202) copies of questionnaire were distributed to respondents in Lagos. Data were analyzed using regression analysis for the hypothesis testing. The result reveals that quality of made in Nigeria products is a major factor for consumers at F = 143.078, β= 1.004 and p=.000. In conclusion, it is recommended that Nigerian manufacturers must strive for excellence in quality of made in Nigeria product with respect to their textile products and brands in order to compete successfully against foreign competitors
The document discusses the importance of consumerism in marketing. It defines consumerism and explains that consumerism is as important as investment and profits. Consumerism is a natural extension of social responsibility that protects consumers from being exploited or misled by retailers and manufacturers. Retailers and manufacturers have a responsibility to educate customers and provide transparency around products.
The FMCG sector has been one of the significant contributors to the accelerated growth of the
Retail Industry in India. The new wave of consumerism has seen the introduction of new formats and new
brands. Brands that carry a retailer’s name or are created by a retailer under a brand name exclusively to be
sold only in its stores are known as store brands.
This document discusses consumer rights and the consumer movement in India. It notes that consumers face exploitation due to unequal market situations and lack of enforcement. This led to the formation of consumer organizations to raise awareness and help consumers seek redressal. The document outlines various types of consumer exploitation, rights that consumers have, and the multi-tier system established by the Consumer Protection Act to hear consumer complaints. It emphasizes the importance of standardization, education efforts, and continued participation to strengthen consumer protections in India.
Exploring Key Factors Affecting the Adoption of Mobile Commerce: A Case of Pu...paperpublications3
Abstract: The purpose of this research is how to apply TAM model proposed by Davis, F. D. (1989) and Marketing factor to improve the purchasing intention on luxury fashion products via Mobile commerce. Conceptual Framework is mainly based on 3 hypotheses, 7 sub variables. (Fashion Innovativeness, Fashion Involvement, Brand image, and the constructs Perceived usefulness, Perceived ease of use, Social influence, Security) Quantitative research is used to determine the relationship between independent variable and dependent variable. All hypotheses tested factor analysis, Reliability, Correlations, and Multiple regressions. Data were collected from 253 respondents through online questionnaires within the period of 1st of February to 25th of March 2016. Computer program Statistical Package for the social science (SPSS) software was used to analyze the data. Our results illustrated that all variables have positive related on purchase intention. There is no doubt Mobile technologies have the potential to bring changes to traditional shopping.
Editorial: User Innovation and the Role of Creative ConsumersIan McCarthy
In recent years, the phenomenon of creative consumers has attracted much research interest. In 2012 for instance, approximately 70 articles in business publications referred specifically to the concept of creative consumers. This and earlier work on creative consumers has helped us to understand who they are, what they are, what they do, and why their activities and outputs are increasingly important to companies. For no longer do business leaders obsess that ideas and innovation must originate from their own firm’s R&D resources. To be competitive, firms now recognise there is significant value in sourcing ideas and innovations from the market place (Kuusisto and Kuusisto, 2013). Like other business activities, including marketing, manufacturing and logistics (see McCarthy and Anagnostou, 2004), innovation is becoming more open, and more outsourced to users, and this is changing the boundaries of the origins, development, and ownership of ideas and intellectual property.
This document discusses consumerism in India. It defines consumerism as an organized movement to strengthen buyers' rights and power in relation to sellers. The reasons for consumerism in India include low literacy, ignorance, and imbalanced demand and supply leading to issues like hoarding. Remedies include active participation from businesses, government, and consumers. The Consumer Protection Act of 1986 aims to protect consumers and provide relief. It established consumer rights like the right to safety, information, choice, and redress. The act applies to private, public, and cooperative sectors and provides compensatory relief through dispute resolution bodies.
A consumer is defined as the final user of products or services. The document outlines several key consumer rights, including the rights to safety, information, choice, redress, and a healthy environment. It also discusses the consumer movement, which arose due to unfair business practices and a lack of legal protections for consumers. Finally, it notes that consumer forums and councils help provide consumers guidance and seek justice against exploitation.
This document summarizes information from a regional dissemination meeting in Bologna, Italy on CSR frameworks in Italy and the Emilia-Romagna region. It provides an overview of the socioeconomic context in Italy and Emilia-Romagna, including key industries and the prevalence of SMEs. It also describes the evolution of CSR approaches and initiatives at the national, EU and international levels. Specific public and private CSR programs and initiatives in the Emilia-Romagna region are outlined. Research findings on CSR knowledge, practices and focus among SMEs in the region are presented.
Effect of Advertising Media on Sales Performance of Cable TV Network Firms in...AI Publications
The study aimed to investigate the impacts of advertising media on sales performance of firms in Cable TV network sector in Mwanza city, Tanzania. Specifically, this study concentrated in determining how digital marketing affects sales performance, determining effect of TV/Radio on sales performance of firms, assessing effect of outdoor (out of home) on sales performance.. This study employed quantitative methodology. The targeted population of the study was about 414 network managers from the six Cable TV network service providers and A sample of 83 network managers, selected from a population of 414 Cable TV network firms and were selected using simple random sampling technique. Questionnaire and documentary review are used to collect data. The study employed descriptive statistics and inferential statistics. The results revealed that all the advertising media namelydigital marketing, TV/Radio and outdoor had a significantly positive effect on sales performance of Cable Network firms. The study further found that mobile marketing had the highest effect of firms’ ales performance followed by outdoor adverting, then social media marketing and lastly TV/Radio. The study lastly recommends that management should create readiness of the company in terms of ensuring products and organization area, and establish a great team. The study also recommended that Cable TV firms should use more of modern advertising especially mobile marketing and social media marketing as they can be accessed by customer 24/7/365 and will reach more people. The marketing/Advertising department should develop marketing plan for advertising to assist measuring effectiveness of each advertising media and hence this can help in developing effective marketing activities.
Influence of brand management on rivalry for consumers in the mobile telecomm...Alexander Decker
1) The document discusses brand management in the mobile telecommunications industry in Kenya. It focuses on how mobile operators invest in brand management to differentiate themselves, gain market share, and benefit consumers through competition.
2) It provides background on the telecommunications industry and major mobile operators in Kenya, including Safaricom, Airtel, Telkom Kenya, and Essar Telecom Kenya.
3) The purpose of the study was to examine how brand management influences rivalry between mobile operators and how consumers benefit from this competition.
Consumer Behaviour ads on internal influencesSujitha Nuthi
This document provides an overview of key concepts related to consumer behavior, including:
1. It describes influences on consumer behavior such as internal influences like perception, learning, memory, motives, personality and emotions as well as external influences like culture, social groups and marketing activities.
2. It summarizes models of consumer behavior and discusses concepts like needs, experiences, lifestyle, self-concept and the consumer decision process.
3. It provides examples to illustrate concepts like brand personality, motivation, learning, memory, attitudes and how advertising can influence perception and attitudes.
This document provides information about consumerism, including definitions, the evolution and development of consumerism, consumer protection rights and forums, and filing complaints. It defines a consumer and consumerism, tracing the development of consumerism from the early 1900s focusing on the US, through the 1930s and gaining force in the 1960s. It outlines the basic rights of consumers, redressal forums in India, and requirements for filing a formal complaint under the Consumer Protection Act of 1986.
The document discusses several topics:
1. It mentions a law student in Bangalore who filed a consumer complaint against HUL for finding a crayon named "Skin Color" racially offensive.
2. It states that Harrison Ford is the only non-archaeologist on the governing board of the Archaeological Institute of America.
3. It lists misquoted dialogues from famous movies like Star Wars, Casablanca, and A Few Good Men.
Buying Decision Making Process
Buying roles, Stages of the decision process – High and low effort decisions, Post purchase decisions, Models of consumer behaviour
This document discusses whether attitude affects behavior. It introduces the speaker, Matthijs Roumen, a 21-year-old student from the Netherlands studying at Anadolu University. It defines an attitude as a stable mental position held toward someone or something, and notes that behavior refers to actions or reactions. It then poses the question of whether attitude predicts behavior and explores some examples where attitudes and behaviors were either consistent or inconsistent.
Variations in consumer decision making depend on the type of product and level of involvement. People learn through different processes such as cognitive learning, behavioral learning through conditioning, and modeling from others. Marketers aim to influence consumer learning and decision making through various tools and strategies. Cultural and social factors also impact consumer behavior.
The document discusses key concepts related to consumer decision making and behavior. It covers the consumer decision making process, which includes need recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation. It also outlines various factors that influence consumer decisions, such as cultural, social, individual, and psychological factors. Finally, it provides learning objectives that explain why marketers should understand consumer behavior and identify the different types of consumer decisions and levels of involvement.
The relationship between attitudes and behaviors ppt (1)cweaver001
This document summarizes a study that examined the relationship between attitudes and behaviors regarding doping in young athletes. The study administered the Performance Enhancement Attitude Scale (PEAS) survey to 180 male middle school, high school, and college athletes. The survey was used to determine if attitudes towards doping differed between the three age groups. It was hypothesized that middle school and high school athletes would have different responses than college athletes. The survey results from the pilot study groups helped refine the questions before administering the final survey to the control group of 90 athletes in Richmond, KY and Eastern Kentucky University.
The document discusses consumer attitude formation and change. It defines an attitude as a learned predisposition to behave favorably or unfavorably towards an object. There are three main components that make up attitudes: the cognitive component involving knowledge and perceptions, the affective component involving feelings, and the conative component involving the likelihood of taking action. Models of attitudes include the tricomponent model and multiattribute models examining how attitudes are formed based on evaluations of product attributes or beliefs. Strategies for changing attitudes include associating products with admired groups, resolving conflicting attitudes, and altering components of multiattribute models.
1) The document discusses the consumer decision making process, which involves need recognition, information search, and evaluation of alternatives.
2) It examines factors that influence consumer behavior such as cultural, social, and personal characteristics as well as the psychological processes of motivation, perception, learning, beliefs, and attitudes.
3) The stages of the consumer decision process are outlined as need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior.
The document discusses attitudes and their influence on consumer behavior. It defines attitudes and describes their nature, how they are formed through conditioning, modeling and cognitive learning. Two models of attitudes are described: the tri-component model involving affective, cognitive and behavioral components, and Fishbein's multi-attribute model. The functions and measurement of attitudes are covered along with methods to change attitudes by influencing feelings, beliefs, behaviors or social norms.
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descriptive research design with the aid of survey method in obtaining the needed data. The population
comprises all the internet users in the study area.
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Perspectives on consumerism and consumer protection act in nigeria
1. European Journal of Business and Management www.iiste.org
ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)
Vol 4, No.10, 2012
Perspectives on Consumerism and Consumer Protection Act in
Nigeria
Kamarudeen Babatunde Bello
Department of Management Technology,
Modibbo Adama University of Technology Yola
Adamawa State, Nigeria
Email kambell2000@gmail.com
Jamila Bisi Aduke Suleiman
Department of Management Technology,
Modibbo Adama University of Technology Yola
Adamawa State, Nigeria
Email jamilayahmed@yahoo.com
Ibrahim Danjuma (Corresponding author)
Department of Management Technology,
Modibbo Adama University of Technology Yola
Adamawa State, Nigeria
Email: ibro.danjuma@gmail.com
The research is assisted by Modibbo Adama University of Technology, Yola, Adamawa State, Nigeria
Abstract
This study focuses on the issues and challenges relating to consumerism and consumer protection in Nigeria, with
particular attention to the Consumer Protection Council (CPC) Act 2004. Evidences from available literature
indicate that consumerism in Nigeria, like in most Less Developed Countries has remained at the lowest ebb in
spite of the prevalence of unwholesome business practices. The Nigerian consumer is thus continuously saddled
with substandard goods and services, coupled with the lack of information and limited choice in the market, thus
necessitating political/government efforts. In This study, it was observed that although the CPC Act recognized
the rights of consumers, it does not specifically provide for these rights as they are merely implied and subsumed
into the functions of the council and the state committees established by the Act. We therefore conclude that mere
existence of the law is not enough. Specific protective and compensatory measures should be clearly stated for
any infringement on any of the consumers’ rights. Doing so would strengthen the CPC Act in Nigeria. Further the
Consumer Protection Council need to embark on sustained sensitization of consumers on their rights and also
push for the amendment of specific sections of the CPC Act to give aggrieved consumers unfettered access to
courts to pursue their rights.
Keywords: Keywords: consumerism, consumer protection, marketing, consumer rights, Nigeria
1.1Introduction
There is a global recognition of the fact that there exists real and perceived imbalance of power relations between
the producers and consumers of goods and services. This imbalance of power, as noted by several scholars in the
field of marketing and business in general appears always to the advantage of the producers, who are
strengthened by the traditional legal maxim ‘Caveat emptor’ (buyer beware) and the ever growing free market
philosophy, which seems to put the producers at liberty to do whatever they want (Eze, Eluwa, and Nwobodo,
2010). This is in spite of the strong emphasis on consumer sovereignty as the moral basis of marketing theory
with emphasis on such concepts as ‘customer orientation’, ‘customer focus’, and ‘customer-driven strategies’ in
most definitions of marketing, whether in theory or practice (Kelly, 2005).
The consumers have thus over the years expressed one form of discontent or the other against the activities of
organizations, with which they engage in trade relationships. This has led to the growth of mass movements (a
phenomenon referred to as consumerism) that have forced marketing and business firms in general in most
developed countries, especially in Europe and America to respond favourably and adopt better ways of delivering
goods and services to the consumers (Arndt, Barksdale and Perreault, 1980). These mass movements comprise
those formed by direct consumer groups or consumer representative groups, as well as the government (Onah,
1979). The activities of these groups have been a source as well as beneficiary of a distinct school of marketing
thought known as the ‘activist’ or ‘consumerism’ school of marketing thought, which came about as a result of
observance of some “obvious problems in the market place” by marketing scholars, and sought to “provide an
advocacy position in terms of developing and protecting the rights of the consumers” (Sheth and Gardner, 1982:
72
2. European Journal of Business and Management www.iiste.org
ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)
Vol 4, No.10, 2012
4). This school of thought focuses on both empirical research and conceptual thinking related to the issues of
consumer welfare and consumer satisfaction and thus covers such areas of consumer complaints as deceptive
advertising, high pressure sales tactics, product safety, and disclosure of information among others (Sheth and
Gardner, 1982).
Consumerism has been defined as a social movement that seeks to increase the rights and powers of consumers
(Kotler, 1972; Perreault and McCarthy, 2002). It is a great political force, which started from America, but has
spread to many different countries of the world (Arndt, Barksdale and Perreault, 1980), and has become a force
that businesses must contend with. It is worthy of note that efforts to reduce the imbalance of power between
buyers and sellers is not however limited to consumer and activist groups alone. Governments also have at one
time or the other had to intervene to protect the rights of consumers in relation to producers. In the Unites States
for example, government participation in consumerism dates as far back as 1906, when the congress passed the
Pure Food and Drug Act, as a check on the unsanitary meat-packing practices in the Chicago stockyards
(Perreault and McCarthy, 2002). The historic declaration in congress on March 15, 1962 of four basic consumer
rights of Choice, Information, Safety, and the right to be heard by the then U.S. president J. F. Kennedy, also
served as a morale booster to consumer movements and subsequent declaration of March 15 every year as world
consumer rights day (Vetrivel and Mohanasundari, 2011).
In Nigeria, the quest for excess profit and the get-rich quick syndrome have led most businesses to engage in
unethical practices, which have endangered the lives of consumers, leading to sporadic complaints from
individual consumers. There seems to be no real organized mass movement of consumers to fight for the
protection of the rights of the consumers. This has left the bulk of the work of consumer protection at the door
step of the government. A phenomenon that is common to most developing countries, where consumerism,
according to Kaynak (1985) has been more of a matter of government policy through legislation and efficient
enforcement than a matter of engaged public support.
Successive governments in Nigeria have set up agencies like the National Agency for Food and Drug
Administration and Control (NAFDAC), Standards Organization of Nigeria (SON), and recently, the Consumers
Protection Council of Nigeria (CPC), to protect and safeguard the rights of consumers against unwholesome
practices of producers and suppliers. The focus of this study is on the state of consumerism and consumer
protection in Nigeria, with particular attention on the Consumer Protection Council Act, CAP C25, 2004.
2.0 Literature Review
2.1 Consumer and Consumer Protection
There has been a series of discussions on the actual definition of the ‘consumer’ that needs to be protected (
Akomolede and Oladele, 2006). However, a modern definition of the consumer, according to Akomolede and
Oladele (2006:16) is “… any person who purchases or is supplied goods, or uses or consumes goods and services
at the end of a chain of production”. Two salient features can be pointed out from this definition. First is that the
consumer is a buyer and/or user of a product or service, and the second is that the consumer is a member (in fact,
at the end) of the production chain. These features underscore the importance of the consumer in both economics
and marketing theories. That is, without the consumers (consumption) there can be no basis for production, and
hence, no market. It is on this premise that the consumer is seen as the pivotal point of not only marketing, but of
all business activities (Barksdale and Darden, 1971), and whose interests must be served and protected at all
times. There is however a ‘paradox of importance’ in this philosophy of business, because the consumer, rather
than being treated as the king as often advertised by business, is “in actual practice treated as a slave or servant”
(Vetrivel and Mohanasundari, 2011). This then brings to the fore, the proposition by Bell and Emory (1971:40)
that if business fails in its responsibility to help the consumer (out of his disadvantaged position), “… then the
government or other parties must act on the consumers’ behalf”.
In Nigeria, several factors exist that led to the necessity of consumer protection laws. That consumers are
repeated sold sub-standard products and services is no longer news. And because of the absence of, or difficulty
of access to major manufacturers or dealers, the Nigerian consumer would rather purchase from road-side shops
which have no brand reputation or trademarks to protect consumers. In addition to this, the Nigerian consumer is
described as “largely complacent” (“At the Mercy,” 2008). This complacency claim is attributable to the choice
that consumers make of their place of purchase, of especially electronic products (“At the Mercy,” 2008). It
opined that rather than purchase from reputable dealers or major importers where the manufacturer’s warranty
will more likely be honoured, most Nigerian consumers purchase from “...small time dealers...” who may not be
in the position to offer refunds, exchange the goods or provide post- purchase services as the goods may have
passed through a chain of middlemen before getting to such dealers. Uche (1990) is of the opinion that lack of
avenue for checking manufacturer or advertisement claims on goods; as well as accepting to pay price for
packaged goods without assurance of quality, and in some cases, quantity, are also challenges to consumers that
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led to the establishment of Laws of Consumer Protection.
According to Kanyip (2005) lack of competition in the market account for why defective goods and services are
prevalent in the market. She argues that in the face of competition, consumers can express their preference by the
choices they make and thereby drive out undesired suppliers of goods and services out of the market.
The harsh economic realities in Nigeria have made many consumers to patronise cheaper products that are
seemingly substandard, without warranty. In addition most consumers have little or no knowledge of labels or
how to access information on safety, quality and in some cases, quantity of products. In this regard, Umenyi
(2007) posits that imperfections in the market not only lead to misleading information through deceptive
advertisements, but also encourages proliferation of fake and sub-standard goods. These realities are detrimental
to consumers and put the seller in the vantage position of exploiting the buying party in the exchange process
(Monye 2005).
2.2 Consumerism in Nigeria
Scholars have argued that consumerism in most Developing Countries, to which Nigeria belongs, is still at its
infancy (Onah, 1979; Thorelli, 1981; Darley and Johnson, 1993; Ho, 2001), in spite of the prevalence of
unwholesome marketing practices by business firms in general. The situation in Nigeria in terms of consumer
movement/actions against unwholesome marketing practices is the existence of a few organized bodies scattered
around the country with minimal, localized effects (Agbonifoh, Ogwo and Nnolim, 1998; Onah, 2007). The
resultant effect is that most consumers do not know of their rights, and even among those who know, there is
general unwillingness to take actions against these unwholesome marketing practices.
A number of reasons have been advanced explaining the low level of consumerism in Nigeria. Prominent among
these reasons as noted by scholars include low level of literacy; ignorance and absence of consumer awareness
and education of market place transactions; high poverty rate, which tends to make consumerism issues the least
of the consumers’ problems; and the judicial stress resulting from the judiciary’s rigid adherence to strict legal
rules, even when dealing with consumer discontent/loss suffered in trade transactions ((Monye, 2006; Mogaba;
2008; Eze et al., 2010; Ketefe, 2011; Ijewere and Obeki, 2011).
3.0 Consumer Protection in Nigeria under the Consumer Protection Council Act, 2004,
In Nigeria, like in other parts of the world, consumer protection is the concept designed to protect consumers
from unscrupulous producers and service providers. It denotes the attempt by governments to provide regulatory
framework to protect and enforce the rights of people who pay for goods and services. Therefore, the Law of
Consumer protection has a two-fold purpose. On the one hand, it protects the interests, rights and safety of end-
users of products and services; and on the other hand, to the extent that it derives from and relates to contractual
transactions, consumer protection can be said to be a means by which private law relationships are regulated. It is
in the interest of the public that the nature and deficiencies of product and services be made known to consumers,
thus, the need for public regulation of private transactions. Regulation will thus have the end result of putting into
the market, the best possible products.
Monye (2005) asserts that although consumer protection emerged out of the ambit of the law of contract, it is
developing into an independent area of law. Every time there is a purchase, be it of goods or services, a
contractual relationship is created. The implication of this is that both parties agree to the terms and conditions as
stated by them and as implied by law. Equally importantly, the seller agrees to provide to the purchaser, other
“statutory rights” Lewis (undated). Such other statutory rights are, amongst others, those contained in the
Consumer Protection Council Act, 2004 (the Act) and also those outlined in other pieces of legislations as
outlined by Akomolede & Oladele (2006).
The CPC Act does not in any of its sections specifically provide for rights of a purchaser or consumer in that
term, but the Act provides for the establishment of a Consumer Protection Council. The rights of consumers are
implied and subsumed into the functions of the Council and into the duties of the State Committees established
by the Act. This part of this paper is the attempt to classify consumer rights under various heads to elucidate on
the provisions of the Act.
The components of good quality consumer protection manifest as the rights sought to be protected under the Act
whether they are so stated out rightly or they are implied and they include:
i. Right to safety
ii. Right to information and advice
iii. Right to choice
iv. Right to being heard
v. Pre emptive rights in favour of consumer
vi. Enforcement rights
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vii. Redress for consumers against offending product providers
The governmental agency responsible for the rights of consumers is the Consumer Protection Council (the
council) established in 1992 by the Consumer Protection Act, CAP C25, 2004 (The Act). These rights are
provided for, in the Act, sometimes by implication and not necessarily under those captions.
i. Rights to safety
Right to safety connotes that consumers and their families not be exposed to undue risk of physical harm, injury
or death resulting from the use of a product. As relates to safety, the council has a duty to ensure that products are
safe for the purpose for which they are intended (Section 2(j)). To further ensure safety, the Council could also
notify the public of health hazards inherent in products (Section 3 (e)) and ban the “sale, distribution,
advertisement of products that fall short of safety and health regulations (Section 3 (f)). It is noteworthy that such
safety and health regulations are not contained in the Act and to ascertain what they are, one would have to look
into other pieces of legislations like the Standard Organization of Nigeria Act, 2004 and the National Agency for
Food and Drug Administration and Control Act, 2004. Monye (2005), Akomolede & Oladele (2006) are all agreed on
the imperative for such legal rigmarole and the fact that it may be detrimental to the interest of the Nigerian
Consumer.
ii. Right to Information and advice
With the reality of the proliferation of goods and services, information is vital, or indeed, indispensible for
consumer choice. The information will put the consumer in the position to compare the quality of various
products and services as they relate, not only to cost, but also safety, content, ingredients and expiry date etc. For
the information provided to be meaningful, it must be correct and not fraudulent and advertisements and labeling
must not be misleading or false.
In addition to the above kinds of information, the Act also mandates the Council to publish a list of products that
have been banned, withdrawn, restricted or not approved for consumption (Section 2 (c)) and to organise
campaigns and other sensitization avenues that will lead to public and consumer awareness. Also sections 2(e)
and 2(h)
iii. Right to choice
Inherent in the right to be informed lays the right to choose as information of various products and services offers
the consumer the opportunity of picking one product or service as opposed to another. In addition to this
however, the right to choose also presupposed competition. It is believed in the world of business that
competition regulates the market. The concept of competition is in contra-distinction to the concept of monopoly.
Thus in places like the United States of America, there is a whole body of Laws (Antitrust Laws) that prohibit
monopoly and guarantee competition which serves the purpose, amongst other things, to guarantee consumer
choose.
iv. Right to be heard
Section 2(a) mandates the council to provide “speedy redress” to consumers by means of the pacific measures of
negotiation, mediation and conciliation and by section 2(i), it offers compensation to injured consumer. In an
effort to bring relief closer to the public, the Act also provides for State Committees to receive complaints and
investigate the complaints and act on them. Also, the Council has the power to apply to court to prevent the
circulation of any product which constitutes an imminent public hazard
v. Pre-emptive rights in favour of consumer
In addition to the safeguards already discussed above which the council is empowered to provide, the council is
also empowered to implement “precautionary measures to forestall consumer injury” and this may include
requiring trade professional bodies and industries to creation and maintain quality standards (section 2 (f)) to
constitute benchmarks for quality to ensure consumer security. Also, by the provision of Section 3 (b)-(f), the
council may cause consumer products to by subjected to quality test and to compel providers of consumer
products give certification that benchmarks as regards safety standards have been met and to notify the public of
any inherent health hazards in products. In addition, another pre-emptive measure is for the council to ban
products from being put in the market, or even the advertisement of such products which have not complied with
the regulations relating to safety and health as provided for in the Act. Section 3(f) Furthermore, by the
provisions of Section 9, when a manufacturer or dealer has puts goods in the market and thereafter becomes
aware of previously unseen hazards of the product, he has a duty to notify the general public of such risks and to
withdraw the products from the market and failure to do so give rise to a criminal offence Section 9(2).
vi. Enforcement rights of consumers
While the provisions defining rights of consumers and those that seek pre-emptive measure to protect consumers
are designed to prevent injury to the consumer in the first place, the Act also anticipates that despite all of these
provisions, consumer injury will still occur and has put in place provisions for enforcement. The Act provides for
compelling producers compliance with provisions of the Act in the following ways:
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1. Enforcement by injured consumer
The right of an injured consumer to institute an action in court for consumer related injuries as provided by the
Act is curious. By virtue of Section 8(a) and (b) of the Act, it would appear that the right of an injured consumer
to apply to court arises only after the council or a state committee has investigated the consumer complaint and
the consumer has proved to the council/committee that his/her consumer rights have been infringed that such a
consumer may go to court. Section 8 provides:
“whereupon an investigation by the council or state committee of a complaint, it is
proved that-
(a) the consumer’s right has been violated; or
(b) that a wrong has been committed by way of trade, provision of services, supply of
information or advertisement thereby causing injury or loss to the consumer;
The consumer shall, in addition to the redress which the state Committee, subject to
the approval of the council may impose, have a right of civil action for compensation
or restitution in any competent court.”
This Section provides a condition for which an injured consumer may approach the courts. The word
“whereupon” means “as a result of” (Encarta 2009). So it is only as a result of the investigation by the council
which shows that the consumer has proved some injury caused to his consumer rights that a consumer may seek
redress in court. The imposition of this condition is clearly inconsistent with Section 36 of the constitution which
entitles a person to unfettered rights to institute actions in court, “in the determination of his civil rights...a person
shall be entitled to a fair hearing...by a court or other tribunal...” The position of the law is relatively settled that
any provisions of any law that is inconsistent with the provisions of the constitution shall be null and void to the
extent of the inconsistency in accordance with Section 1(3) of the constitution.
2. Enforcement by council or committee for compliance failure
2.1 By the provisions of Section 3 (a), the council may apply to court to obtain orders to prevent the
circulation of products that are imminently hazardous to the public.
2.2 The State Committees have powers to hold hearings, make decisions and make recommendations of
remedies to the Council for violations of consumer rights as enshrined in the Act. Specifically, Section 5 of the
Act empowers the committee to receive complaints of injury suffered by consumers, to conduct negotiations
between the parties (i.e. the injured consumer and the alleged defaulting seller) to bring about an amicable
settlement or for the committee to make recommendations to the council for the payment of compensation by
“the offending person to the injured consumer.” Section 5 (c) The Act thus confers on the state committees the
status of Administrative Tribunal or an Alternative Dispute Resolution mechanism. Thus, the council in
conjuncture with the committee act as non-judicial alternative compensation mechanism. However, it is noted
that no procedural rules have been provided for to achieve this no-judicial processes.
3. Enforcement by a Federal Attorney-General
The Act empowers the Attorney-General of the Federation to institutes action against a person under the
circumstance that the Council or State Committee has requested a person who has persistently conducted himself
in a manner detrimental to consumers to make a written “assurance” to desist from such conduct but the person
has failed to either observe the assurance as made by him, or to make the assurance at all. Against such a person,
the court may make a prohibitive order to “refrain from continuing that course of conduct.” Section 10(3)
In addition to the above, the Attorney-General, by Section 16 may apply to court where the Council so requests
him, against any person individual or corporate to comply with:
i. the provisions of the Act
ii. any order of the council made pursuant to this Act
In Nigeria, a look at our case law reveals next to no actions on enforcement of our consumer protection law. With
these numerous provisions of the law, one may wonder why this is still so. Monye (2006) offers one explanation.
She asserts that case law show that judges are inclined to accept the “foolproof system” of production; often used
as defence by alleged violators of consumer rights. She cites the cases of Boardman v Guiness (Nig) Ltd. (1980)
NCLR 109 at 126; Okonkwo v. Guinness (Nig.) Ltd. [1980] NCLR at 130 and Ebelamu v. Guiness (Nig.) Ltd.
FCA/101/82) to illustrate such instances. Other authors such as Akomolede, and Oladele, (2006) have asserted
that “...the law has only succeeded in providing a regulatory framework for consumer protection...” without
adequate enforcement. It would appear that emphasis is still being put, by our justice system, on contractual
obligations which still places the caveat emptor (buyer beware) burden on consumers. The absence of judicial
enforcement still leaves consumers in the perilous position of being easily exploited by producers, sellers and
service providers with impunity.
We propose that one way to address the above pitfalls is the establishment of a specialised court for consumer
protection. Section 6(4) (a) of the constitution empowers the National Assemble to establish courts as exigencies
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may demand. It is believed that such courts will no doubt apply the provisions of the Act more fully than the
generalised courts such as the High Courts do. This is as a result of the narrow focused jurisdiction to which
cases brought before the courts will be routed.
vii. Redress for consumers against offending product providers
The Act provides for five main categories of reliefs for consumer against offending product providers. While four
of such relies are judicial, (a-d below), one, (e below) is administrative.
a. Prohibitive injunctions
Prohibitive injunctions may be ordered by the court where a person who has persistently carried out acts or
practices detrimental to consumers and at the request of the council/committee, has either failed to make “written
assurance” to desist from the practices (Section 10 (1)), or has defaulted in the assurances written, then, upon a
case filed by the Federal Attorney General, an injunction may be ordered by the court prohibiting the offender or
refraining him from continuing that course of conduct. (Section 10 (3))
b. Criminal convictions
The Act provides that criminal convictions and sentence of five years imprisonment or N50,000 fine or both may
be passed on the following categories of offenders:
- Manufacturer or distributors of products, who after placing a product in the market, subsequently become
aware of any hazards in the products, fail to promptly notify the public of the hazard and withdraw the
product s from the market. Section 9 (1) & (2)
- A person who makes or aids in the making of “wrong advertisement” relating to a consumer product.
(Section 11)
- A person who contravenes the provisions of the Act by selling or offering for sale products which are
unsafe or hazardous; or causes injury or loss to a consumer by providing service, information or
advertisement contrary to the spirit and letter of the Act . (Section 12)
c. Compensation
In addition to the sentences already mentioned, a person convicted of violation of consumer rights may be
ordered to pay compensation for any injury, loss or damages suffered as a result of his violations. (Section 13)
d. Positive orders
Upon the application of the Attorney General, a court may make an order commanding that the provisions of the
Act and any orders made by the Council pursuant to the Act be complied with. (Section 16)
e. Seizure by inspecting officer
A person, who by the provisions of Section 15 (1) of the Act is designated an inspector, may, by the provisions of
Section 15 (2) (e), seize or detain consumer goods that contravene the provisions of the Act.
4.0 Conclusion and Recommendation
The enactment of consumer protection Law In Nigeria, is only an attempt at consumer protection. The level of
consumer awareness in Nigeria is still relatively low, thus culminating in the near absence of consumerism or
action against unwholesome business practices. Nigerian consumers are continuously confronted with
substandard goods and services, lack of information and limited choices in the market. The ability to enforce the
laws relating to consumer protection will provide the necessary impetus for safeguarding the rights and safety of
consumers in Nigeria. In this regard, we recommend that:
1. Nigerians should be sensitized about their consumer protection rights and how to enforce those rights.
The current weekly programme ‘consumers speaks’ on the national radio network is a step in the right
direction, but efforts should be extended to local radio stations and the programmes aired in local
languages to aid the understanding of the local populace.
2. A more comprehensive legal regime in consumer protection should be enacted specifying consumer
rights and obligations of marketers rather than the present regime where these are subsumed into the
functions of the Council.
3. Anti-trust laws should be enacted to encourage competition in the market place and invariably,
guarantee the right of choice to consumers.
4. The Consumer Protection Council and the State Committees should be more proactive in the
performance of their statutory functions.
5. The media should assume the role of whistle-blowers with a view of checkmating unwholesome
business practices by unscrupulous entrepreneurs and organisations
6. Section 8 of the CPC Act should be amended to give aggrieved consumers unfettered access to the
courts. In addition, the Section should provide for special court for consumer
protection matters
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