Consumerism and Marketing of Companies in Manipur: A

Conceptual Review

By: Wahengbam Jotin Singh

Department of Commerce, Manipur University
 Consumerism and Marketing

According to Mahatma Gandhi, “A customer is the most important

visitor on our premises. He is dependent on us. We are dependent on
him. He is not an interruption in our work. He is the purpose of it. He
is a part of it. We are not doing him a favour by serving him. He is
doing us a favour by giving us an opportunity to do so.”
 Consumer is the King
 Consumerism first coined by businessmen in the middle of 1960's
 Consumerism is the policy or programme of protecting the rights
and interests of the consumer. It is a form of advocacy that seeks to
protect and broaden the rights and powers of consumers.
 What is Marketing?
 Objectives of the Study

1. To study consumerism and Consumer Protection Act,

1986 in protecting consumers from unfair trade practices
in Manipur
2. To understand the impact of consumerism and consumer
education on marketing of products and services in
Manipur
3. To study the emerging issues and challenges associated
with CPA, 1986 in Manipur
4. To know the necessary measures/initiatives taken up by
the related organizations in Manipur
 Issues in implementation of the CPA, 1986

1. Illiteracy and Ignorance

2. Unorganised Consumers
3. Spurious Goods e.g. Jifeboy for Life boy; Kine for Nike; Lovely
& Lovely for Fair & Lovely
4. Deceptive/Misleading Advertising e.g. ad of Axe, it guides
customers that if the men puts it on his body, girls will fall behind
him for its fragrance
5. Malpractices of Businessmen
6. Freedom of Enterprise
7. Warranty and Guaranty
Contd…
8. Pricing e.g. offer of Rs 999* conditions Apply
9. Renovated Goods e.g. of Mobile batteries, Televisions,
Refrigerators, motor Bikes etc
10. Fake Tele-Marketing
11. E-Banking
12. Lack of awareness /education about the knowledge of CPA.

 The basic rights of consumers first recognised and defined on

March 15, 1962 by John F. Kennedy, the President of the USA.
 Four basic rights- the right to safety, the right to be informed, the
right to choose and the right to be heard in the UN Charter as
human rights.
 Challenges Ahead

1. Challenging task for all the governmental bodies involved in the

protection of consumers

2. Difficult task for the central consumer protection council, District

Forums, and state consumer protection councils

3. Corruption weakens the government bodies

4. Quick decisions of councils and agencies

5. Challenge for the agencies and councils to create an awareness

among customers
Consumer Protection Act, 1986
1. Right to Safety
2. Right to be Informed
3. Right to Choose
4. Eight to be Heard
5. Right to Consumer Education
6. Right to Redress
7. Right to Healthy Environment
8. Right to Boycott
9. Right to Basic Needs
 Establishment of Food Safety and Standards Authority of India
(FSSAI) under the Food Safety and Standards Act, 2006 by the
Ministry of Health & Family Welfare, GOI.
 Jago Rahak Jago initiative
 Research Methodology

Research Design: Descriptive research

Data collection method: Secondary data collected through various
sources like internet, articles, journals, magazines, text books of
various authors and newspapers.
Geographical extend of the study: The Territorial boundary of
Manipur.
Limitations:
a) Only few cases available in the sources regarding consumerism and
marketing related examples for Manipur
b) Quite limited amount of information available in the case of
Manipur
 Consumerism & Marketing Related Cases in Manipur
1. Complaints in Jago Grahak Jago about few companies and other Online
marketing/shopping companies
2. As part of the 100 days policy of the BJP led government, a special drive has been
initiated by food safety officers and other staffs concerned, to check the quality of food
items. The drive began today at Kakching Lamkhai/ Pallel Lamkhai and confiscated
food items worth approximately Rs 30,000 from vehicles coming from Moreh
imported from Myanmar. The seized items were later burnt. (May 27, 2017)

3. According to Medical negligence under the Consumer Protection Act, 1986, under
section 304A of Indian Penal Code, 1860 whoever causes the death of the person (in
this case a patient) due to negligence or a rash act, not amounting to culpable
homicide, can be tried and suitably punished with imprisonment for 2 years or fine or
both.
Example: 34-year-old woman Thokchom Kheroda Devi of Khurai Kongpal in Imphal
East died after giving birth to a baby at RIMS hospital due to medical negligence.
(July 27, 2016- Imphal Times)
Contd…
4. Apprehension of trader Ajay Prasad by Food Safety Consultant Medical
Directorate Bimola Kumari and Food safety Officers for selling adulterated tea
(Kaziranga tea with other low grade tea), edible oils, biscuits and other items at
Khurai Ahongei Tellipati. (17th April, 2016)

5. Manipur State Consumer Disputes Redressal Commission (MSCDRC) which

remained non-functional since 2011 has been revived and made functional since
February 1, 2015 with the appointment of Justice Asok Potshangbam (Retd) and RK
Sudhir as President of the commission and Judicial member. (May 11, 2015)

6. Dismissal of a case filed by Consumers’ Club Manipur in favour of Konjengbam

Hemchandra of Sagolband Nepra Major Leikai regarding charging excess amount of
Rs.10610 by Evershine shop, Thangal Bazar while purchasing some sanitary goods.
(May 21, 2013)
7.The Consumer Disputes Redressal Forum (Consumer Court) today slapped fine on
a Fair Price Shop Agent, Pheiroijam Rajen Singh of Yurembam Awang Mamang
Leikai, Imphal West District for selling rice at excessive price and showing
discrepancy in its distribution. (November 6, 2008)

8. Hospitalization of family members and three other relatives of RK Pritam of

Thangmeiband Polem Leikai due to consumption of Adulterated Tagore Mustard Oil
(March, 2008)
 Conclusion

1) Different Issues and Challenges involved in Consumerism and

Marketing of companies in Manipur

2) BJP led new Government’s Initiative regarding Consumerism and

marketing with the help of Food Safety Councils under FSSAI in
Manipur

3) Lack of awareness/education level among the consumers about

CPA, 1986, FSSAI, Food Safety Councils etc.

4) Several Kinds of informally complained unknown cases in

Manipur
5) Taking advantage by companies of the uneducated consumers
THANK YOU