Consumer Studies

Consumer

A person who buys goods & or uses services

Rights of consumers (What they are entitled to)

• Information: Honest accurate information. Allows consumers to compare items. EG: Based on qualities.

• Choice: Right to pick a product/service from a wide variety of goods that best suits their needs/requirements, EG: Budget.

• Quality: All goods/services should be of high standard regardless of price. - Merchantable Q

• Safety: Goods & services should not hurt a person's health or put life at risk. Goods undergo strict quality & safety tests to ensure this.

• Redress: If goods/services are not of good standard/faulty you are entitled to request a refund, repair, replacement or redo (Service).

Responsibilities of a consumer (What they must do when buying)

• Information: Ask Qs to gather info about the product, eg: sales staff & conduct research before buying to get the best product/deal.

• Choice: Shop around before buying a good/service. This ensures th best item is got that suits their needs, eg: budget.

• Quality: Examine goods before buying (Caveat emptor) - EG: Check date, packaging & seams of clothing. - Q marks,

• Safety: Read & follow all instructions, EG: Read safety symbols so product is used correctly & ensures you stay safe.

• Redress: Consumers must complain if good/service does not meet expectations, EG: Request refund, repair or replacement.

How consumers get info about a good/service:

• Tv
• Internet
• Newspaper
• Product labels

Sale of goods & supply of services act 1980:

• Goods: Merchantable quality, fit for purpose, as described & as per sample.

• Services: Qualified worker, due care, diligence and attention & materials used = merchantable quality.

• Redress: Repair, refund, replace or redo (service) - if good is not good Q/faulty.

• Guarantees: Extra protection upon your current rights. Promise from manufacturer that they will fix faults that occurs within a certain amount of time. EG: 12 months. They do not involve retailer.

• Illegal signs: Signs displayed that give consumer the impression their rights are limited. EG: No refunds or credit notes only for returned goods. These illegal.• Goods: Merchantable quality, fit for purpose, as described & as per sample.

• Services: Qualified worker, due care, diligence and attention & materials used = merchantable quality.

• Redress: Repair, refund, replace or redo (service) - if good is not good Q/faulty.

• Guarantees: Extra protection upon your current rights. Promise from manufacturer that they will fix faults that occurs within a certain amount of time. EG: 12 months. They do not involve retailer.

• Illegal signs: Signs displayed that give consumer the impression their rights are limited. EG: No refunds or credit notes only for returned goods. These illegal.

Consumer protection act 2007:

• Provides protection to consumers regarding misleading claims about goods & services, EG: Advertising that a jumper cannot say made in ireland if its not.
• Prevents misleading info about prices. EG: A dress cannot be marked as 50% off if sale price is not half the original price for 28 days previous.

Electronic commerce act:

Protect consumers when shopping online. Gives you a cooling off period - You have the right to change mind & send back item free of charge within 14 days.
• All e-signatures & e-contracts have the same legal recognition as written versions - proves product has been dispatched & delivered.
• Don't cover flight tickets or concert tickets

Statutory consumer protection agencies:

• Ombudsman
• Citizens information board.
• CCPC (Competition & consumer protection commision)
• National standards authority of ireland.
• Small claims court.

Ombudsman

If consumer cannot resolve an issue with a public body...EG: HSE or An Post the ombudsman can step in:

• Cannot investigate complaints towards the president, Garuds or prison services.

• Last resort - Wont help unless tried elsewhere.

• Free service.

• Complaints must be made within 1 year.

Citizens information board:

• Provides information & advice to consumers on their rights (EG: When entitled to redress) + On eligible for HAP & social welfare payments.
• Supports & funds Mabs - money advice budgeting service.

CCPC

Competition & consumer protection commission.

• Informs consumer - Informs consumers of their rights & responsibilities when shopping, EG: Redress. Via their website or newsletter available as a subscription.

• Advises government - Advises gov of where consumers need extra protection via legislation & current laws are affecting consumers negatively.

• research - Conducts consumer research.

National standards authority of ireland:

• Establishes & enforces quality & safety standards of goods & services in Irish Industry. - Protect people from injury.
• Runs ISO 9000 scheme - an award given to companies whose goods & services achieve high standards

Voluntary consumer protection agencies:

• Consumer association of Ireland (CAI)
• Advertising Authority of Ireland (ASAI)

Consumer association of ireland (CAI)

• Publishes consumer choice magazine - That gives unbiased information on consumer rights & how to get value for money when buying goods & services.
• Lobbies government for improvements to consumer legislation.

Advertising Standard Authority of Ireland (ASAI)

• Ensures all adverts are legal, honest & truthful (on TV, Radio).
• Ensures all adverts are created so that they don't contain offensive content (Information).

Smalls Claims Procedure:

If consumer cannot resolve issue with a business they can use small claims court: EG: Faulty goods/poor Q.

• Application is inexpensive (£25 - non refund)

• Limited compensation - Max claim is 2k.

• No solicitor required - represent yourself.

• Does Not deal with debts or personal injuries.

• Quick.

• Held at district court.

• If consumer is not satisfied with judgment can appeal to the curcuit court within 14 days.

Factors that affect a consumer choices:

• Income: If income is limited you will choose essentials, EG: Food & clothing over holidays as you have to prioritise needs. May shop at discount stores.

• Personal preferences: A person's likes & dislikes can influence consumer choices...EG: If like colour red may chose red nike runners over white.

• Health status: Consumers choice will be limited if have coeliac disease for example. Consumers will only choose gluten free foods, EG: Gluten free pasta as regular will make them sick.

• Packaging: People who are sustainable may only choose products with packaging that is biodegradable. EG: Paper as it will not harm the environment.

• Values/beliefs: Some people may believe that eating barn eggs is morally wrong & so will choose to buy organic eggs as these have no artificial chemicals or pesticides used.

Retail outlets:

• Supermarkets.
• Department stores.
• Discount stores.

Supermarkets

Tesco, Aldi & Lidl.

• Self service - Allow shoppers to shop independently.

• large variety - Different products, EG: Food, clothes & household.

• Online sales - EG: Home delivery.

Department stores:

- Brown thomas & Arnotts.

• Self service - allows customers to shop independently + personal service, eg a personal shopper.

• Large variety - EG: Cosmetics, clothes & electrical goods.

• Large cities - Dublin & Cork, inaccessible to individuals who live in rural areas.

Discount stores:

- Dealz & euro giant.

• Cheap - Offer goods at a greater discount as high turnover.

• Wide variety - Makeup, food, cleaning etc.

• Self service - Allows shoppers to shop independently.

Merchandising techniques (Retail psychology)

• In store smells - freshly baked smell.
• Large trolleys
• Pricing - 1.49 not 1.50 (Physiological)
• Food samples.
• Loyalty schemes.