IMPACT OF CONSUMERISM ON MARKETING PRACTICES: A STUDY IN NATIONAL CAPITAL REGION

Consumerism is fast emerging as an environmental force affecting major business decisions as consumers become more aware about their rights. Even though comprehensive statutory measures have been provided in India for curbing unfair business practices, for protecting consumer interest, and for promoting consumerism; companies have yet to do a lot. This paper seeks to assess the impact of consumerism marketing practices in India. It examines how businessmen react, respond and adapt to consumerism and the problems posed and opportunities provided by consumerism. It seeks to ascertain whether the firms are capable of handling consumerism pressures and to identify appropriate measures for minimising consumer dissatisfaction and complaints. Based on a survey of 65 companies, located in the National Capital Region of Delhi, and engaged in the production of consumer durables, the study has revealed that a broad recognition and growing acceptance of consumerism tends to make the more consumer-oriented rather than product-oriented. It is noted that consumerism tends to serve as an opportunity for those corporate managers who are able to identify and anticipate the consumer' problems.