Consumerism.ppt
- 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.
- 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