Microsoft Word marketing doc

3.4 CONSUMERISM 
Consumerism is an organised movement of the citizens and powers of 
buyers in relation to sellers. It is the demand that marketers must pay greater 
attention to consumer desires while making their decisions. It is a protest 
against malpractices or abuses in the marketing system. It is also viewed as a 
part of a broader movement sucking increased social responsibility in the 
various sector of society. 
William D. Stanton defines “consumerism” as both (i) a consumer 
protest against the perceived injustices in exchange relationships and (ii) efforts 
to remedy those injustices. 
R.H.Bushikirk and J.T.Rothe define consumerism as “the organised 
efforts of consumers seeking redress, restitution and remedy for dissatisfaction 
they have accumulated in the acquisition of their standard of living”. 
Philip Kotler, defines consumerism as “a social movement seeking to 
augment the rights and powers of buyers in relation to sellers”. 
It can be said from the above definitions that consumerism is a growing 
social force which makes consumers to be aware of their rights. These rights 
are protected by
i) 
educating the consumers and mobilising them to fight for their rights 

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ii) 
exerting pressure on the government to protect the consumer interests by 
guaranteeing their legitimate rights and 
iii) 
making the business more honest and responsible. 
Consumerism is concerned with reality in advertising, safety and quality 
ingredients and full and reliable labelling. This movement makes the marketers 
to think how good the product is made and how much faithfully it can be 
represented to the consumers. It involves a set of policies aiming at regulating 
the products or services, methods and standards of manufacturers, sellers and 
advertisers in the interests of buyers. The primary aim of consumerism is to 
monitor the exchange system so as to improve the quality of life of an 
individual in particular and the public large in general.