IMPORTANT TO STUDY CONSUMER BEHAVIOUR

1. By
SHREYAS DESAI
SHASHANK PATIL

2. DEFINITION
 A modern movement for the protection of the
consumer against useless ,inferior, or dangerous
products, misleading advertising, unfair, pricing, etc.
 By Philips Kotler(1972) : consumerism is the social
movement seeking to augment the rights and power of
buyers in relation to sellers.

3. CONSUMERISM IN INDIA
 India is a developing economy.
 Not all Indian consumers are well educated.
 Consumers are often exploited, misled by deceptive
advertisements, packaging poor after sales service
adulteration, price collusion & so on.

4. REASONS FOR RISE IN
CONSUMERISM
 Imbalance in demand & supply of commodities
leading to hoarding, black marketing, profiteering
 Low literacy levels & lack of awareness of rights
encourages businessmen to be indifferent to
consumers.

5. IMPORTANCE OF CONSUMERISM
 Stop unfair trade practices.
 Provide complete & latest information.
 Discourage anti-social activities.
 Implementation of consumer protection laws.
 Protect against exploitation.
 Consumer groups can liaison between government &
industry.

6. ADVANTAGES OF CONSUMERISM
 Consumers choosing their life style. This means they
choose what goods they choose to have.
 Self satisfaction – This includes their wants & needs.
 Maintain the economic classes, whether they choose
middle, upper or lower class.
 Customers have the opportunity to be motivated to
improve their standing, as well as their job.

7. GOVERNMENT MEASURES
Indian government has taken number of important
measures to protect the consumer interest:
 Statutory regulations of private business
 Development & expansion of public sector

8. Scope of consumerism
Scope includes rights to consumers:
 Right to safety
 Right to be informed
 Right to choose
 Right to service

9. THANK YOU