Consumer

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Consumer is a broad label for any individuals or households that use goods and services generated within the economy. The concept of a consumer occurs in different contexts, so that the usage and significance of the term may vary.

Contents

In economics and marketing

Typically when business people and economists talk of consumers they are talking about person as consumer, an aggregated commodity item with little individuality other than that expressed in the buy/not-buy decision. However there is a trend in marketing to individualize the concept. Instead of generating broad demographic profiles and psycho-graphic profiles of market segments, marketers have started to engage in personalized marketing, permission marketing, and mass customization.[1]

There is increasing backlash from the public over use of the label "consumer" rather than "customer", with many finding it offensive and derogatory.[2]

A woman holding shopping bags like a consumer.

The consumer is the backbone of the American Retail Sales System (See picture). The consumer drives the economy by purchasing goods and services from vendors.

In law and politics

The law primarily uses the notion of "consumer" in relation to consumer protection laws, and the definition of consumer is often restricted to living persons (i.e. not corporations or businesses) and excludes commercial users.[3] A typical legal rationale for protecting the consumer is based on the notion of policing market failures and inefficiencies, such as inequalities of bargaining power between a consumer and a business.[4] As of all potential voters are also consumers, consumer protection takes on a clear political significance.

Concern over the interests of consumers has also spawned much activism, as well as incorporation of consumer education into school curricula. There are also various non-profit publications, such as Consumer Reports and Choice Magazine, dedicated to assist in consumer education and decision making, and Consumer Direct in the UK.

In India, the Consumer Protection Act 1986 clearly differentiates a consumer as consuming a commodity or service either for his personal domestic use or to earn his livelihood. Only consumers are protected as per this act and any person, entity or organization purchasing a commodity for commercial reasons are exempted from any benefits of this act.[5] Furthermore, Indian case law has quite a few references on how to distinguish a consumer from a customer.

In intelligence studies

Within intelligence studies, the concept of "consumer" refers to the political staff consuming and requesting intelligence.

References

  1. ↑ Cross, Robert G. (1997). Revenue management: hard-core tactics for market domination. Broadway Books. pp. 66–71. ISBN 0-553-06734-6. 
  2. ↑ http://mistinthegarden.com/2009/02/04/dont-call-me-a-consumer/
  3. ↑ Krohn, Lauren (1995). Consumer protection and the law: a dictionary. ABC-CLIO. ISBN 0-87436-749-2. 
  4. ↑ "An Institutional Analysis of Consumer Law". Vanderbilt Journal of Transnational Law. http://law.vanderbilt.edu/journals/journal/35-01/overby.htm. Retrieved 2007-01-29. 
  5. ↑ "Consumer vs Customer". Consumerdaddy.com. http://www.consumerdaddy.com/a-23-consumer-customer.htm. Retrieved 2010-03-10. "The consumer protection act 1986 of India, is a little more generous with the word 'Consumer'. According to this law, consumer is not only a person who uses the product for domestic personal use, but also one who uses the product to earn his daily livelyhood." 

See also