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CONSUMERISM CONSUMERISM CONSUMERISM CONSUMERISM

Consumerism Consumerism-- Definition Definition


Consumerism, the "social movement
seeking to augment the rights and seeking to augment the rights and
power of buyers in relation to sellers,"
(Kotler, 1972) (Kotler, 1972)
It i if t i l l ti It is manifest in new laws, regulations,
and marketing practices, as well as in
bli ttit d t d new public attitudes toward
government and business.
Consumerism Consumerism-- Definition Definition
Marketing concept
Consumerism is a social and economic order that is
based on the systematic creation and fostering of a based on the systematic creation and fostering of a
desire to purchase goods or services in ever greater
amounts.
In economics, consumerism refers to economic
policies placing emphasis on consumption.
In an abstract sense it is the belief that the free In an abstract sense, it is the belief that the free
choice of consumers should dictate the economic
structure of a society
Consumerism Consumerism
The movement seeking to protect and
inform consumers by requiring such
practices as honest packaging and
advertising, product guarantees, and
improved safety standards"
or alternatively: "The theory that a y y
progressively greater consumption of
goods is economically beneficial". g y
Consumerism Consumerism
Consumers are disenchanted with the
marketing system marketing system.
Symptomatic of consumers' malaise
are complaints about rising prices are complaints about rising prices,
demands for improved products and
services suggestions for improving the services, suggestions for improving the
adequacy of product information, and
concern for the physical environment concern for the physical environment
Consumerism Consumerism
Consumerism and Public Policy-when is
Governmental intervention necessary? Governmental intervention necessary?
What form does Governmental intervention
take?
Consumer movement had its conspicuous
beginning and took up momentum in the US
1962- JFK and consumer rights
Ralph Nader- Unsafe et any speed p y p
Consumerism in India Consumerism in India
Consumerism actually should be, y ,
must be and I hope will be the
opportunity of marketing This is opportunity of marketing. This is
what we in marketing have been
waiting for Peter Drucker waiting for Peter Drucker
Consumerism in India Consumerism in India
India is a developing economy.
Not all Indian consumers are well
educated.
Consumers are often exploited misled Consumers are often exploited, misled
by deceptive advertisements,
packaging poor after sales service packaging poor after sales service,
adulteration, price collusion and so on.
Liberalization and competition Liberalization and competition
Survival of the fittest
Situational Factors Situational Factors
Situational Factors that aided unethical
marketing- marketing
Vastness of the country
I b l i i di t ib ti Imbalance in income distribution
Backwardness, illiteracy , ignorance
Lack of education and information
Indian consumers get carried away by Indian consumers get carried away by
clever advertising
Reasons behind the rise Reasons behind the rise
Reasons behind the rise of
consumerism in India- consumerism in India
Imbalance in demand and supply of
commodities----- leading to hoarding commodities----- leading to hoarding,
black marketing, profiteering
L lit l l d l k f Low literacy levels and lack of
awareness of rights encourages
b i t b i diff t t businessmen to be indifferent to
consumers
Reasons behind the rise Reasons behind the rise
Reasons behind the rise of
i i I di consumerism in India-
Lack of effective competition
Consumerism is still in its infancy
Legal framework is time consuming Legal framework is time consuming
and tiresome
Lamentable state of public sector Lamentable state of public sector
monopolies
Remedies Remedies
Active participation from the business,
Government and consumers.
Business must ensure efficiency in
production and quality of output and must
refrain from Unfair Trade Practices
Government through legislations,
statutory bodies etc prevent exploitation
of consumers.
Consumers should assert their rights and
protect themselves from business
malpractices
Consumer protection in India Consumer protection in India
Marketing concept has to be broadened
to include the societal marketing to include the societal marketing
concept.
TATA Steel TATA Steel
Lifebuoy's Swasthya Chetna
Tata Tea's Jaago Re! campaign
Changes in the attitude of Indian consumers Changes in the attitude of Indian consumers
Th ttit d f I di h d The attitude of Indian consumers has undergone a
major transformation over the last few years.
He wants to lead a life full of luxury and comfort. He wants to lead a life full of luxury and comfort.
He wants to live in present and does not believe in
savings for the future.
He is open to the idea of consumption and a better
lifestyle.
An increase in their income level due to high rate of An increase in their income level due to high rate of
industrialization, growth of services sector and
better employment opportunities
Questions Questions
Why social cause marketing? What is the intended
objective? Why should companies commit their
shareholders' money for social issues? Or is it to do with
the company's values?
What is the difference between a Social Cause Marketing What is the difference between a Social Cause Marketing
initiative and a Corporate Social Responsibility Initiative?
At what stage of brand life cycle, would it be meaningful
for any brand to get out of its comfort zone and start
embracing social causes?
Are the social cause marketing initiatives truly
sustainable sustainable
Consumer Awareness Consumer Awareness
Consumer Awareness Consumer Awareness
Consumer Awareness Consumer Awareness
ADBUSTERS ADBUSTERS

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