Rights, Duties and Responsibilities of Consumers - Study Notes

Lesson summary

The modern marketing concept treats the consumer as the pivotal point around which the business moves, and satisfying consumer wants is the supreme objective of business. In reality consumers are often supplied adulterated goods at high prices, so they must know their rights, duties and responsibilities.

17.01 Rights of consumers

• Consumer right: the right to have information about the quality, potency, quantity, purity, price and standard of goods or services.
• The most important law in India is the Consumer Protection Act, 1986, enacted on 24th December 1986. It aims to ensure consumer rights, provide remedies for deceived consumers and check unfair and restrictive trade practices.
• John F. Kennedy, former President of the U.S.A., named four basic rights: safety, to be informed, to choose and to be heard.
• The consumer is called the king of modern marketing, but in fact he is not.

17.02 Duties of consumers

1. Buy quality products at reasonable price after knowing price, quality and terms.
2. Ensure weights and measures; do not buy a product weighed with its packing.
3. Read the label carefully; it should give correct, complete and true information.
4. Beware of false and attractive advertisements.
5. Misleading schemes: free gifts such as a free comb with soap are paid for through an inflated price.
6. Ensure receipt of cash bill and warranty card; without a bill the consumer cannot approach the consumer court.
7. Buy from reputed shops or government shops such as super bazaars and cooperative stores.
8. Never purchase from black market; avoid panic buying and hoarding.
9. Buy standardized products, since cheap products may not be durable or safe.
10. Follow the manufacturer's instructions, for example storing a medicine in the fridge.
11. Know consumer rights and complain instead of remaining a silent spectator.

17.03 Responsibilities of consumers

Rights and responsibilities are two sides of the same coin.

• Pay the price as per the sales contract and take delivery in time.
• Bear any loss to the seller caused by delay in taking delivery; compensate the seller for delay in payment.
• Follow instructions and precautions while using products.
• Tell the seller clearly what is required and collect full information on quality, quantity and price.
• Get a cash receipt as proof of purchase; obtain a warranty card bearing the seller's signature and stamp.
• Never compromise on quality; watch for ISI, Agmark and FPO marks.
• Report any gap between advertised and actual features to the seller or advertiser.
• File a complaint under the Consumer Protection Act, 1986 if any right is violated.