Consumerism – A Social Movement

Abstract

Consumer is the central stage of the market. Adam Smith in his “Wealth of Nations” observes how important is to take care of interest of consumers. Every business can be defined as serving either customers or markets or end users. Consumer is king because he has right to safety, right to be informed, and the right to choose and right to be heard. Consumerism is a social movement seeking to rights. It protects the consumers against the exploitation they are subjected to in the market. In present day marketing requirement, the things are not right in the prevailing situation there is strong felt need for an efficient and effective consumer movement to ensure the welfare of the consumers. Consumerism has been unfairly portrayed as an evil that is destroying our society. People often neglect its positive features. The reality for most is determined by the impact of mass media and the effects of commercialisation.