Consumer Movement:
According to Philip Kotler and G. Amstrong, "Consumerism is an organized movement of citizens and government to impose the rights and powers of buyers in relation to sellers."
The basic idea behind the consumer protection movement is protection of the right of consumers. It was President Kennedy who declared the consumers’ rights for the first time in his message to the American Congress in March 1962. They were the right to information, the right to choose and the right to be heard. Later, International Organisation of Consumers’ Union added four more rights, viz, the right to redress, the right to consumer education, the right to healthy environment and the right to basic needs. These rights were incorporated in the United Nation’s Charter of Human Rights. The Government of India also recognised these rights later.
The consumer movement exercises a considerable influence on the socio-economic environment of business. In a country like India where there is a high percentage of illiteracy among people, where people are less informed and where critical goods are always in short supply, the Government has a significant role in safeguarding the interests of consumers by promoting a climate of fair competition and preventing exploitation of consumers. The consumer movement has changed it and sellers feel now it is a question of seller beware. The objective of the consumer movement is to secure the interests of the consumer against all types of unfair trade practices. Consumerism as an effective and organised movement started in 1960s in the USA. Ralph Nader has lifted consumerism into a major social force. Consumerism may be defined as a social force within the environment designed to aid and protect the consumers by exerting legal, moral and economic pressures on business and government.
Features of Consumer Movement:
1. It is basically a protest movement.
2. It is a mass movement in the sense that masses are the general body of consumers.
3. It is generally a non-official movement. Public and voluntary consumers, organisations initiate the movement.
4. Though it is not a government-sponsored movement, it is recognised and backed up by the Government.
