1. Consumerism

2. Index
• Meaning Of Consumerism
• Factors Affecting Consumerism
• Stakeholders In Consumerism
• Consumer Groups In India
• Benefits Of Consumerism

3. What Is Consumerism?
• CHOICE’ THE CORE VALUE
• ADDICTIVE - Desire an end in itself.
• AROUSING AND MEETING SHORT TERM
NEEDS
• SHOPPING FOR ‘SENSATIONS’

4. 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.

5. Factors
• Psychological Factors • Socio-Cultural
Factors
– Personality – Family
– Motivation – Reference Group
– Perception – Social Class
– Attitude – Culture
– Learning – Sub Culture

6. 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.

7. Stakeholders in Consumerism
• Consumers
• Business Enterprises or Industry
• Government

8. 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"

9. Evolution of Pollution Man –
Consumer Group Initiative

10. Anti Cigarette Campaigns –
Consumer Group & Govt. Initiative

11. 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

12. 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.

13. Government (RBI) Initiative

14. 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