WHAT IS CONSUMERISM

Consumerism is an organized movement of citizens and government to strengthen the rights and
power of buyers in relation to sellers. Consumerism refers to the wide range of activities of
government business and independent organizations designed to protect rights of the consumers.
Consumerism is a collective consciousness on the part of consumers, business, government and
civil society to enhance consumer satisfaction and social welfare which will in turn benefit all of
them and finally make the society a better place to live in. The consumer is exposed to many
hazardous - physical, environmental and exploitation due to unfair trade practices. The consumer
needs protection against products which are unsafe for consumption such as drugs and adulterated
food products and products which may cause injury such as defective electrical appliances.
Consumer needs protection against mal-practices and deceit by sellers. Consumer should have
adequate rights and right of recourse to redressal measures against defaulting businessmen. In our
Indian system, the consumer has six rights given for his protection from exploitation from the
shopkeepers or sellers. Consumer exploitation means mistreatment or cheating with consumer by
adulteration, Thagi or in any other unfair form. To prevent consumer from exploitation, our
government have passed many Acts from time to time.
Some of them are as follows:1. Drug and Cosmetics Act, 1940
2. Prevention of Food Adulteration Act, 1954
3. Essential Commodity (supply) Act, 1955
4. Monopolies and Restrictive Trade Practices Act, 1969
5. Standard of Weights and Measures Act, 1976
6. Consumer Protection Act, 1986
Why Is It Needed?
Demand-supply imbalance (demand > supply / demand < supply)
Lack of workable competition (monopoly > perfect competition)
Unfamiliarity with innovations (poverty, lack of social awareness, accepting life as it is
and passive outlook)
Unconsciousness about rights (illiterate uneducated ignorant and ill-informed)
Feign advertisements (a need for consumer guidance)
Time consuming legal process

The
The Right
Right to
to Be
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Heard About
About Quality
Quality of
of Life
Life Is
I
he
he Right
Right to
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Against Questionable
Questionable PP
The
The Right
Right to
to Be
Be Well
Well Informed
Informed About
About the
the Prod
Prod
The
The Right
Right to
to Expect
Expect the
the Product
Product to
to Perform
Perform as
as Clai
Clai
The
The Right
Right to
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Expect the
the Product
Product to
to be
be Safe
Safe
The
The Right
Right Not
Not to
to Buy
Buy aa Product
Product Offered
Offered for
for Sale
Sale
Environmentalism is a broad philosophy, ideology and social movement regarding concerns for
environmental conservation and improvement of the health of the environment, particularly as the
measure for this health seeks to incorporate the concerns of non-human elements.
Environmentalism advocates the preservation, restoration and/or improvement of the natural
environment, and may be referred to as a movement to control pollution. For this reason, concepts
such as a land ethic, environmental ethics, biodiversity and ecology the hypothesis figure
predominantly.
At its crux, environmentalism is an attempt to balance relations between humans and the various
natural systems on which they depend in such a way that all the components are accorded a proper
degree of sustainability. The exact nature of this balance is controversial and there are many
different ways for environmental concerns to be expressed in practice. Environmentalism and
environmental concerns are often represented by the color green, but this association has been
appropriated by the marketing industries and is a key tactic of green washing. Environmentalism is
opposed by anti-environmentalism, which takes a skeptical
Environmentalism is a social movement aimed at preserving biodiversity and the earths
environment. The activity of protecting the environment from pollution or destruction
We are living in a major extinction event and humans are the cause of it.
Environmentalism is a response to human activity that is causing extinctions of species and
of habitats.
Advocacy for or work toward protecting the natural environment from destruction or
pollution.

The theory that environment rather than heredity is the primary influence on intellectual
growth and cultural development.

ADVERTISING
The term advertising originates from the Latin word adverto, which means to turn around.
Advertising, thus, denotes the means employed to draw attention towards any object or purpose.
Advertising or advertizing is a form of communication for marketing and used to encourage,
persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to
continue or take some new action. In the marketing context, advertising has been defined By Philip
Kotler as an paid form of non-personal presentation and promotion of ideas, goods or

services by an identified sponsor. It is a component of firms promotional mix. It is a common

technique of mass selling. Publicity is different from advertising. Publicity is not normally paid for
and sponsor could not be identified. It is not easily controlled by the firm. Advertising can have
both long-term and short-term objectives.
OBJECTIVES OF ADVERTISEMENT
1. To inform and influence the buyers to buy the product and thereby increase the sales.
2. To introduce a new product to potential customers
3. To influence the middlemen to store and handle the product.
4. It helps build up brand image and brand loyalty to the products
5. Advertising may be necessary to publicize the changes made in prices, channels of distribution,
any improvement made in the quality, size, weight and packing of the product.
6. It may be issued, sometimes, to compete with or neutralize competitors advertising.
7. It helps build up corporate image.
8. In the case of mail order business, advertising does the selling job by itself.
9. By supplementing personal selling, advertising makes the job of sales force easier.
10. It helps increase the effectiveness of sales promotion campaign.
11. Finally, it encourages the creative arts and the artists.