Consumer Studies Notes
Consumer Studies
Chapter 1: The Consumer
Unit 1: What is Consumer Studies?
- Consumer Studies aims to develop responsible and informed consumers who understand product contents, promoting the production and marketing of quality products.
- It involves quality checks on products, as exemplified by the difference between a "China shop" and an expensive shop.
- Key topics include food, clothing, housing, and household equipment.
1.2 Develop responsible and informed consumers
- Consumer society: a society where buying and using products plays a significant economic role.
- Aspects of consumer society:
- New products and services are continuously emerging.
- New ways to buy products, such as online shopping, are available.
- Information is readily accessible.
- Consumers form their identity through purchases.
- Characteristics of consumer society:
- Wide variety of products and services.
- Online shopping and shopping malls.
- Convenience foods (takeaways).
- Internet as a global market.
- Credit facilities and online banking.
- Shopping as a leisure activity.
- Decreased knowledge of product quality.
- Mass production leads to cheaper and more convenient products.
Need for Consumer Education
- To differentiate between real and false needs.
- To develop selective purchasing skills.
- To adapt to rapid changes in the market.
- To understand environmental and social impacts (e.g., global warming, pollution).
- To improve financial management.
- To recognize the psychology of advertising.
Benefits of Consumer Education
- Encourages critical thinking about products and services.
- Provides skills to change lifestyles.
- Develops responsibility in budgeting and saving.
- Teaches consumer rights and responsibilities.
- Builds consumer confidence.
How Consumer Education Benefits Society
- Better understanding between consumers and producers in a market economy.
- Increased awareness of social influence.
- Empowered consumer decision-making.
- Promotion of consumer activism for better products and services.
Consumer Activism
- Consumers using their power to bring about social and political change.
Benefits to a Country's Economy and Businesses
- Consumers make better choices.
- Consumers have higher expectations.
- Businesses earn more profit with good products.
1.3 Produce and market quality products
- Entrepreneur: Someone who takes responsibility, risk, and rewards for creating and running a business.
- Characteristics of an entrepreneur:
- Identifies opportunities and ideas.
- Demonstrates drive and willingness.
- Solves problems and makes money.
- Decides whether to work alone or with help.
- Contributes to economic stability by creating jobs.
Chapter 2: Responsible Consumer Behavior
Unit 1: Consumer Needs, Wants, Rights, and Responsibilities
1.1 What is a Consumer?
- Consumer: Someone who buys goods and services.
- To be a consumer, one must also be a producer, earning money to spend.
- Producers aim to maximize profits.
- Consumers need to know their rights and responsibilities to protect themselves from scams.
1.2 Consumer Needs and Desires
Maslow's Hierarchy of Needs:
Physiological Needs: Basic survival needs such as food, water, air, clothing, and housing.
Safety and Security Needs: Physical safety (locks, keys, police) and psychological safety (stability, control over life), savings account, work, and school.
Social Needs: Need for love, acceptance, and relationships with friends and role models.
Ego/Self-Esteem Needs:
- Self-esteem: Self-confidence, independence, knowledge, and achievement; academic success.
- Reputation: Type of car, clothes.
Self-Actualization Needs: Achieving one's full potential through activities like art classes or religion.
1.3 Consumer Rights and Responsibilities
- SA Constitution (Act 108 of 1996):
- Guarantees human dignity, equality, human rights, and freedoms.
- Includes various types of rights: equality, political rights, housing, education, access to information, and freedom of speech.
Consumer Rights
Right to be Heard:
- To voice questions about issues and plans.
- To lodge complaints.
Right to be Informed and Protected Against Dishonest Practices:
- Protection against false advertising.
- Access to necessary information when purchasing.
- Clear contract details.
Right to Safety:
- Protection against dangerous products and services.
- Products must not pose health or physical hazards.
Right to Choose:
- Access to a variety of products and services.
- Freedom to select products and shop wherever desired.
Right to Correction (Compensation):
- Entitlement to a refund or replacement for faulty products.
Right to Consumer Education:
- Being informed about products.
- Accessing product information.
Right to Satisfaction of Basic Needs:
- Access to adequate food, water, sanitation, housing, healthcare, and education.
Right to a Healthy Environment:
- A safe, pollution-free environment.
Right to Quality:
- Quality in design, manufacturing, materials, and ingredients.
Right to Fair Prices:
- Prices that align with product quality.
Right to Courteous and Respectful Treatment
Right without prejudice of minority consumer
- Entitlement to the same rights for people on low incomes.
Consumer Responsibilities
Following Rules and Regulations:
- Adhering to traffic rules and public conduct (e.g., not smoking in public).
Fulfilling Obligations:
- Paying for purchases on time and avoiding bad debt.
Honesty:
- Avoiding shoplifting and unethical behavior.
Acting Ethically
- Do the right thing
Independent Thinking:
- Making informed decisions based on real needs, being aware of marketing strategies.
Being Well-Informed:
- Researching products before purchase and understanding their attributes.
Expressing Opinions and Complaints:
- Complaining about poor quality or unsafe products and pursuing legal action if necessary.
Acting Courteously and Fairly:
- Respecting workers and handling goods carefully.
Goods carefully handle
- Don't break products before you've paid for them.
Setting a Budget:
- Knowing financial limits and sticking to them.
Book to keep expenditure
- Record expenditure
Save for emergency expenses
- Save for rainy days
Nature conservation
- Do not litter or pollute.
Unit 2: Decision-Making
2.1 Types of Decisions
- Impulsive Decisions: Quick decisions with little attention.
- Habitual Decisions: Decisions based on routine or habit.
- Intuition Decisions: Decisions based on feeling or instinct.
- Rational Decisions: Thoughtful decisions based on reasoning.
2.2 Why Good Decision-Making is Necessary
- To choose the best course of action.
- To utilize available resources effectively.
- To find solutions to problems.
- To meet needs.
- To get the best value for money.
2.3 Rational Decision-Making Process
- Determine Problem or Need:
- Define the problem and determine its cause.
- Search Information:
- Gather information and discuss the problem.
- Evaluate Alternatives:
- Consider resources and choices; assess if they solve the problem and who is involved.
- Make a Choice:
- Choose the best option.
- Conduct a Post-Selection Analysis:
- Examine the result and accept responsibility.
Unit 3: Sustainable Consumption
3.1 What is Sustainable Consumption?
- Sustainability: Using resources to meet current needs without compromising future generations' ability to meet their needs.
Pillars of Sustainability:
- Social Sustainability: Living in harmony with others.
- Environmental Sustainability: Protecting resources.
- Economic Sustainability: Money being exchanged
3.2 Principles of Sustainability
(Based on the One Planet Living organization):
Zero Carbon:
- Addressing climate change by reducing carbon emissions.
Zero Waste:
- Reducing pollution and using biodegradable packaging.
Sustainable Transport:
- Walking more, using public transportation, and riding bikes.
Local and Sustainable Materials:
- Using environmentally friendly construction resources and recyclable products.
Local and Sustainable Food:
- Reducing meat intake, eating local organic food, and growing vegetables.
Sustainable Water:
- Saving water and reducing water pollution.
Natural Habitats and Wildlife:
- Protecting nature and animals by avoiding construction in parks or reserves.
Cultural Heritage:
Fair and Fair Trade
- Local identity and knowledge
Health and Happiness:
- Making time for oneself and accessing health services.
3.3 Sustainable Consumer Decisions
- Decisions that generate less waste and conserve resources:
- Reusing products.
- Choosing recyclable packaging.
- Using battery-powered products to save electricity.
- Considering a product's energy usage.
- Avoiding over-purchasing.
- Making online purchases.
- Assessing the environmental impact of purchases.
- Considering a product's water usage.
- Considering the material composition of products.
- Assessing product quality and longevity.
- Decisions that preserve biodiversity:
- Considering how products were grown or maintained.
- Exploring the possibility of growing products oneself.
- Avoiding endangered fish species.
3.4 Good Buying Habits
- Creating a budget.
- Identifying necessary products.
- Gathering product information.
- Looking for quality products.
- Comparing stores.
- Checking product warranties.
- Verifying contract accuracy and signatures.
- Reading labels and instructions.
- Keeping documentation (contracts, slips).
Proudly South African Campaign:
- Local content: at least 50% of production costs incurred in South Africa.
- High-quality products.
- Fair labor practices: compliance with labor laws.
- Environmental standards: environmentally friendly practices.
Unit 4: Factors That Influence Consumer Behavior
4.2 Psychological Influences
- Motivation:
- The driving force behind actions and thoughts; influenced by stress and unfulfilled needs.
- Personality:
- Extrovert: Products that promote social life .
- Introvert: Products like books or music.
- Symbolism:
- How products reflect self-image and status.
- Status symbols include watches, designer clothes, and cars.
- Perception:
- How the brain interprets things, influenced by sensations, senses, mood, and attitude.
- Knowledge:
- Understanding of products; influenced by information sources.
- Values:
- Beliefs that shape attitudes and behavior.
- Beliefs and Feelings:
- Beliefs: What you think .
- Feelings: Emotions.
- Attitudes:
- Liking something or not; shaped by brand, product, or store experience.
- Lifestyle:
- Activities, interests, and opinions.
- Health-conscious: organic foods and drinks.
4.3 Socio-Cultural Influences
- Culture and Religion:
- Culture: Knowledge, attitudes, art, morals, customs, language, religion, music, and habits shared by a group, passed down through generations.
- Subculture: Group within a larger culture with unique values, ideas, and attitudes.
- Social Class:
- Open group of people of the same social standing.
- Profession, education, income, wealth, and belongings.
- Rich people pay dearly for needs and desires. Poor people pay cheaply for necessary needs.
- People
- Community views influence decisions
- Interactions influence decisions
- Reference Groups:
- Specific groups we look up to, including peer groups (same age/interests), social status groups (same social class), and family.
4.4 Economic Influences
- Income:
- Higher income allows for purchasing more products; different income groups buy different products.
- Availability of Credit Facilities:
- Consumers buy on credit (buy now, pay later), purchasing what they cannot afford.
- Price:
- Consumers opt for cheaper substitute products or durable products.
Chapter 3: Points of Sale in SA
Unit 1: Types of Sales Outlets
1.1 Distribution of Products, Goods, and Services to the Consumer
- Direct Distribution:
- Producer sells directly to the consumer, resulting in cheaper prices due to lower overhead costs and no middleman.
- Indirect Distribution:
- Involves a middleman, such as a retail store (Point of Sale).
- Retail: Sells products from a fixed location (hypermarkets to kiosks) and delivery services.
- Retailers buy directly or indirectly from manufacturers.
- Saves time and energy when different products are in 1 place.
1.2 Types of Sales Outlets
Wholesalers:
- Distributors receive goods in large quantities and sell them to retail stores at a higher price.
- Fresh produce market.
Hypermarkets:
- Combination of supermarket and department store.
- Offers a wide variety of products (food, drinks, clothing, furniture, garden tools).
- Located along main routes with ample parking.
- Accepts various payment methods.
Supermarkets:
- Self-service store with a variety of food and household products.
- Organized into sections and bigger than traditional grocery stores.
- Sells various types of food, dairy (Milk) and fruit/vegetables.
- Has a bakery, butchery, delicatessen (Muffins, cakes, cookies) and wine department.
- Sell at a lower price Accepts various payment methods.
Department Stores:
- Retail store selling durable goods with different departments for specific items, each with its own point of sale.
- Sub-categories.
Chain Stores:
- Group of stores belonging to the same company with branches in different locations and uniform prices.
Specialty Stores:
- Smaller stores specializing in one type of item/brand, offering mid-to-high-range prices and good quality products.
General Traders:
- Smaller village stores, privately owned or franchised, run by the owner.
Convenience Stores:
- Often located at gas stations, providing products for immediate need with limited variety.
Discount Stores:
- Factory outlets offering cheap prices on surplus, damaged, or poor-quality products.
Flea Markets and Street Vendors:
- Entrepreneurs selling surplus or handmade items on sidewalks, typically accepting only cash.
Online Shopping:
- Buying online from anywhere in the world through e-commerce or delivery services.
- Convenient, saves time, allows quick searching; essential to check company reputation and security.
- Keep a record of online purchases.
Mail Order Services:
- Advertising products in magazines, newspapers or catalogues
- Courier or postal services
- Payment can be cash or credit terms.
- Make sure company is a member of South African Direct Marketing Association (SADMA)
- Does the company accept returns or exchanges?
- Fill out the order form carefully.
Unit 2: Evaluate Selling Points
2.1 Evaluate Safety and Hygiene
Physical Security Features:
Parking: Safe parking with disabled access.
Entrance: No stairs or thresholds.
Lighting: Good lighting for visibility.
Floor Surfaces: Level, clean, and non-slippery floors.
Store Layout: Orderly and neat layout for safe movement.
Exhibitions: Displays must attract attention and shelves must be sturdy.
Sanitation: High hygiene standards with shop assistants wearing appropriate clothing and gloves.
The safety and hygiene of point-of-sale merchandise
SABS: South African Bureau of Standards
Merchandise must carry SABS approval.
Food standards are prescribed by legislation
Perishable products must be covered and kept cool.
Labels on items
- Frozen food:
- Hot food:
- Allergy information
- Sell-by and best-before dates
- Storage instructions Safety instructions
2.2 Evaluate Quality
- Location: Where is the store?
- Services: Shopping experience
- Expert sales staff
- Guarantees
- Return or exchange policy
- Well-known brands show quality
Quality of merchandise
Food grading systems
- Fruit/vegetables: Grades and classes
- Canned food: Choice grade, standard and substandard
- Eggs: Size
Meat qualification
- Age of animal
- Amount of visible fat in meat
High standards of storage and hygiene maintain product quality
Clothing
- Canned food: If it puffs up, it's old
- Textile
- Construction (How it was cut and put together)
- Craftsmanship (Who made it)
- Labels show sizes, care instructions
2.3 Evaluate Price
- Is the store aimed at all incomes or just poor or rich people?
- Discounts on certain products
- Can you buy on credit/account?
- Installment terms
- Does the store deliver the products?
Price of merchandise
Cost price: How much it costs the store to purchase it
Selling price: How much the store sells the product for
Profit: Selling price – Cost price
Factors
Where the product was manufactured
- Imported products depend on exchange rates and import duties.
- Local products depend on labor, raw materials, delivery
Demand and novelty
- How many people want the product?
Brand profile
- Well-known brands or designers usually cost more due to their reputation and quality.
Timing
- New store has discounts or promotions (Specials)
- Changing seasons: Remaining items are cheaper
- Sales when stores close
Local, national and world events
- The price of oil rises, affecting transportation costs and therefore the price of products because it is more expensive to transport them around.
- Exchange rate, strikes and trade agreements regarding import/export taxes
2.4 Evaluate Variety
- Variety of products?
- Are products aimed at low-, medium- or high-income customers?
- Are the products you are looking for within your budget?
- Is stock well organized and displayed?
- Will the store order something for you if they don't have it?
Chapter 6: Food and Nutrition
Unit 1: The Influence of Culture, Religion, and Socio-Economic Status on Food Practices
1.1 Factors Influencing Food Practices
- Religion
- Culture
- Special rules or regulations on what they may eat
- Social Factors
- Guidelines on types of food, combinations, eating patterns and acceptable behaviors
- Economic Status
- Personal Preferences
- Environmental Factors
- Legislation
- Local food
- Personal experiences determine preferences
- Food in season
- Regulations
- food prices
- New or different foods
- Labels on packaging
1.2 Religion
Islamic Faith
- Halaal: Meat from approved animals slaughtered in a specific manner.
- SANHA: Certifies halal items.
- Alcohol and pork are haraam (forbidden).
- Favorite dishes/drinks include fish, brejani, fruit punch, and milk drinks.
- Most important festival: Eid.
Jewish Faith
- Laws of the Torah.
- All food is kosher (blessed and specially prepared) – Symbol.
- Orthodox Jews avoid pork, shellfish, and animal gelatin.
- Dairy and meat are not prepared/eaten together.
- Jewish holy day: Sabbath.
- Important festivals: Rosh Hashanah and Yom Kippur.
Christian Faith
- Eat any type of food
- Communion: Bread (Jesus' body on the cross) and Wine (Jesus' blood)
Hindu Faith
- Cow as sacred animal
- Vegetarians
- Don't eat pork or beef.
- Fasting: Eating certain foods
- Vegetarians
Buddhist Faith
- Usually Vegetarians
Rastafarian Faith
- Not highly organized faith, but movement.
- Eat foods that are I-tal (Absolutely natural and no chemicals)
1.3 Culture and Traditions
- Cultures have own lifestyles and characteristic cuisine.
- Traditions, belief systems, and values differ; rituals strengthen communities.
1.4 Socio-Economic Status
- Socioeconomic: Someone's place in society based on income, education, and occupation
- Influences food choices.
- People with higher incomes have more choices about food
- In modern life, most people are tired after a busy day and don't have enough time to buy or prepare food.
Social influences influence lifestyle - Family Life
- Peer Group
- They eat what the family eats
- Girls especially try diets to lose weight or stay thin
Children learn eating habits from family members
Unit 2: The Influence of Personal, Media, and Environmental Factors on Food Practices
2.1 Emotional and Psychological Needs
Reasons why people eat:
- Hunger
- Associate it with things family and friends do together
- Sometimes people don't feel good about themselves
- Eat less for psychological reasons
Sometimes people don't feel good about themselves
Anorexia
Bulimia
Diet
2.2 Values and Attitudes
- Preferences develop with:
- Time
- Personal experiences
- Exposure to different types of food
- Advertisements
- Habits
- Values
- One's attitude towards food is influenced by parents' habits.
- A person's attitude towards food is influenced by the appearance, texture and smell of the food.
2.3 Education and Knowledge
Health risk forces people to live healthier lives.
Don't know about good eating habits
Rules of good nutrition can help teens make informed food decisions
Education and knowledge can change attitudes and beliefs towards certain foods
2.4 Advertisements, Magazines, Films, and Television
Fast food advertisements are mainly aimed at teenagers and young people.
The impression is created that your self-image and self-esteem depend on the food and how thin you are.
2.5 Environmental Factors
- Climate can influence eating patterns:
- Cold: More energy-rich foods to provide body heat.
- Hot: More fluid to cool the body and prevent dehydration.
- Foods that are commonly and easily available in a particular location often become part of the local cuisine and culture.
- Increasing awareness of environmental issues
- Locally produced food is fairly available and cheaper
- Organic food: Food produced without fertilizers, chemicals and pesticides
2.6 The Influence of Food Practices on Health
Food is essential for life.
Food determines how we feel, look and act.
Good health: Physically fit and mentally alert with few ailments (Diseases)
Difference between healthy and unhealthy eating habits depending on nutritional value in foods
Bad eating habits also arise from ignorance and not knowing how to eat properly or what foods are best for their metabolism.
Chapter 7: Food and Nutrition
Introduction
A balanced diet provides the right nutrients in the right amounts
Involved in growth, repair and maintenance of body functions
Protein:
- Provides essential fatty acids that the body needs to synthesize. Source of energy when carbohydrate reserves are depleted
Carbohydrates:
- Fuel that provides energy to the body
Fats:
- Provides energy . absorbs fat-soluble vitamins A, D, E, K. Keeps body healthy
Vitamins
- Is not stored and must be taken every day. Metabolism Regulation of water balance
Minerals
- Soluble vitamins: B, C Fat-soluble vitamins: A, D, E, K Stored in body fat
Water
- Transport oxygen and nutrients. Removes waste products from cells. Form part of body fluid. Regulates body temperature
Unit 1: Consumers' Energy and Nutritional Needs
1.1 Nutritional Terminology
- Nutrition: Absorption and use of food and nutrients by the body
- Malnutrition: Too little or too much food or unbalanced diet
- Nutrients: Chemical elements in food needed to provide energy
- Diet: All food eaten during the day
- Balanced diet: Correct amount of nutrients from food groups
- Balanced meal: Meal that includes all the food groups
- Meal pattern: Number of meals eaten each day
- Meal plan: Menu planning
- Menu: Specific foods or dishes eaten during a meal
1.2 SA's Food-Based Dietary Guidelines
- Enjoy a variety of foods
- Be active
- Eat starch as the basis of a meal
- Eat fresh fruits and vegetables
- Eat dried beans, peas, lentils and soybeans regularly
- Chicken, fish, milk and eggs should be eaten daily
- Limit fat intake
- Limit salt intake
- Drink clean water
- Drink alcohol in moderation (Not too much)
- Limit sugar intake
1.3 Food Groups and Food Pyramid
Grain and grain products
Half of daily intake
Unrefined grain products are healthier
Rich in carbohydrates, B vitamins, folic acid and iron, fiber g for women 250g for men
Intake: 1-3 cups
Dark green: Spinach and broccoli
Orange: Carrots, pumpkin and sweet potatoes
Beans and split peas
Starchy vegetables: Potatoes, corn and green peas
Green beans, tomatoes and onions
Fruit
Intake: 1.5 cups
Fresh fruit contains less sugar
Contains fiber. Vitamins A, B, C, E Minerals and folic acid
Low fat Milk and milk products
Intake: 2 cups.
Provides protein – promotes growth and calcium
Calcium makes bones and teeth strong
Examples: Milk, cheese, yogurt and dessert Meat and dried beans
Intake: 150 - 180g (Adults), 60-120g (Children)
Meat (Chicken, pork, fish) and legumes (soybeans) and eggs
Lean cuts of meat
Fish is healthier than red meat
Oily fish contains omega-3
Good health reasons:
- Rich in soluble and insoluble fiber
- Rich in vitamins and minerals
- Low GI (Glycemic Index) Good sources of protein
Fats and oils (lipids)
Intake: Nothing more than 25-30% of energy requirement
Concentrated form of energy
Provides essential fatty acids
Absorb fat-soluble vitamins. Vegetable oils
Limit intake of saturated fats (Butter) Other substances
Salt
- Maintains blood pressure levels
- Too much water causes edema (water retention) – water in hands, feet
- Salt increases blood pressure – heart disease and stroke
Sugar
- Prevents dehydration of the body
- Added to food in preparation Carbohydrates Food preparation and processing. Provides unnecessary kilojoules (KJ)
Water
- 70% of body weight
Unit 2: Nutrients and Their Functions
2.1 Nutrients in Food
- Foods contain combination of nutrients:
- Each nutrient performs a specific function
- Nutrients: Protein, carbohydrates, fats, vitamins and minerals
- Balanced diet provides the right nutrients in the right amounts
- No one food contains all the nutrients
2.2 Portions and Portion Sizes
Unit 3: Meal Planning
3.1 Principles of Meal Planning
- Meal plans should be based on SA's dietary guidelines
- Provide for the needs of each member in the family
- Follow suggested number of servings from each food group
- Every meal doesn't have to include all the food groups.
3.2 How to Plan Meals
Meal patterns
- Three meals a day
- Breakfast: 3 Food Groups
- Lunch: Main meal of the day
- Dinner: Don't eat high-fat foods because they are difficult to digest.
- A large meal in the evening causes you to not sleep well.
Meal plans
Number of meals per day by personal preference
Flexible as you get busy or things change
Providing for everyone's lifestyle and needs
Basis for planning menus Menu planning
Make you hungry. Color: Add color to foods through sauces, extra spices or ingredients Texture: Serve foods with different textures Flavor: Do not repeat the same flavors; Do not serve neutral (Plain) flavors
Food must look attractive and smell delicious to make you hungry.
- Include a variety of foods if possible. Include raw or unprocessed foods. Include whole grain products – fiber
- Include fresh fruits and vegetables Inclues whole grain products – fiber liver and other organs. Make dry legumes – B vitamins, yester zinc, magnesium Don't include too much fat and oil. Don't include too much sweetness Don't include too much salt.