Transcript CONSUMER STUDIES

Consumer Studies
Leaving Certificate
©PDST Home Economics
Factors influencing consumer choice
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Personal likes and dislikes
Personal Values
Other people
Income
Marketing
Advertising
Packaging and labelling
Selling techniques
Classification of retail outlets
• Supermarkets: open plan, self service, variety – food,
clothes, household, optional internet shopping eg.
Tesco / Superquinn
• Voluntary Supermarkets: independent owned grocery
stores, many shops eg. Centra / supervalu
• Independent Shops: family owned, usually specialise
in certain products eg. Ryan’s Shoes
• Department Stores: Large store with wide variety,
various departments eg. Debenhams / Brown Thomas
• Multiple Chain Stores: One company with many
branches, good value, self services eg. Pennys /
Dunnes Stores
• Discount Store: Catalogue orders, cheaper,
prepacked goods eg. Argos
Other retail outlets
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Street markets
Auctions
Shopping centres
Party selling
Television buying
Vending machines
Mail order
Door-to-door selling
On-line/internet shopping
Retail Psychology
• Store Layout: Size influences time spent in store,
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grid layout – follow flow of aisles and
see more products
• In-store stimuli: Lighting, background music, aromas
• Product placement: essentials at back of store
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sweets at checkouts
• Shelf-position: luxuries at eye-level
• Loyalty cards: points for money off
• Merchandising: 3 for price of 2
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loss leader technique
Shopping patterns
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Large shopping centres –’one stop shopping’
Opening hours – 24 hour shops, TV and online shops
Increased consumer awareness/price conscious
More foreign-owned shops lead to price wars
eg. Lidl, Aldi Vs Dunnes and Tesco
Multi-cultural influences
Increased environmental awareness
Increased nutritional awareness/convenience foods
High hygiene standards expected
Cash replaced by laser/credit cards
Purpose of consumer research
• To identify consumer wants and expectations
• To test the market prior to developing / launching a
new product
• To highlight market trends
• To identify market size
• To identify potential markets
• To identify competitors
Methods of consumer research
• Field research – vox pops
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interviews
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consumer panels
• Desk research – written surveys
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questionnaires
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phone surveys
Consumer Rights
• Choice: variety creates competition
• Information: honest info about product
• Value: entitled to value for money
• Safety: goods should be :• safe to use
• carry safety symbols
• carry warnings
• carry instructions
• Redress: to complain and receive the 3Rs
• repair / replacement / refund
Consumer Responsibilities
• To inform themselves:
• know rights , safety and quality symbols
• To follow instructions:
• follow instructions for safe use and care
• To complain:
• to improve standards
• Use resources wisely:
• to minimise damage to environment
Environmental Responsibility
• Avoid over packaged products
• Recycle bottles, cans, paper
• Reusable shopping bags
• Compost kitchen waste
• Do not waste water
• Purchase goods made from recycled products
Types of Pollution
Water Pollution
Cause
•Factory
Waste
Effects
•Alga
bloom
•Sewage
•Unsightly
•Farm Waste
•Kills fish and
•Chemical Waste
marine life
•Phosphates in
•Harms tourism
detergents
& fishing industry
•Water unsafe to
drink
Reducing
•Use
phosphate free
detergents
•Monitor factory waste
•Efficient sewage
treatment systems
•Limit use of artificial
fertilisers
and pesticides
•Safe disposal of all
garden chemicals
•Heavy penalties for
Air Pollution
Causes
•Smoke
from
fossil fuels
•CFCs
Carbon
monoxide
(traffic)
•Gases from
burning fossil
fuels
•Overuse of
sprays &
cleaning agents
Effects
•Global
warming
•Ozone layer
damaged
•Increase in
respiratory
conditions and
allergies
•Acid rain lowers
pH of soil
•Acid rain erosion
Reducing
•Use
renewable energy
resources
•Avoid products with
CFCs
•Use smokeless fuels
•Use car less/car share
/public transport
•Use unleaded petrol
•Buy energy efficient
appliances
Noise Pollution
Causes
Effects
•Aircraft
•Difficulty
•Rail
•Road
traffic
•Loud music
•Construction
work
•Alarms
•Lawnmowers
•Dogs
Reducing
selling
property
•Poor image of an
area
•Upset residents
•Headaches
•Irritation
•Insomnia
•Choose
vehicles
/ motors with
lower noise
emissions
•Have
consideration
for neighbours
•Insulation
•Housing away
from transport
systems/discos
Energy
Non-renewable sources: gas, coal, oil, gas
Renewable: wind, solar, biomass
Wind: turbines have become popular in recent years.
Solar: solar panels now required in all new houses,
heat water
• Biomass: Natural plant growth (trees/crops) used to
produce energy
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Steps to Lower Energy Consumption
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Energy efficient appliances (A or B)
Using CFLs
Turn off unused lighting
Line dry clothes
Lagging jacket on water cylinder
Shower instead of bath
Insulate the home – windows/attic/cavities
Solar panels
Don’t leave appliances on standby
Use timer on heating system
Reduce thermostat by 1 degree gives saving of 10%
Completely fill dishwasher
Economy cycle or half-load on washing machine
Consumer Laws
Caveat Emptor–Let the Buyer Beware
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Sale of Goods and Supply of Services Act 1980
Goods
Merchantable Quality
Fit for Purpose
As described
Correspond to sample
Services
Provider MUST be skilled
Care and diligence given
Quality materials used
Redress
• Under the Act, consumers are entitled to complain
• One of the following must be offered provided that
the product is returned with a receipt and has not
been tampered with:
• Repair
• Replacement
• Refund
• Compensation
• Credit note
• In the case of service, repeated without charge
Consumer Information Act 1978
To protect the consumer from false / illegal claims
about goods/ services. It states that:
• False descriptions of products are illegal
• False descriptions of services are illegal
• Illegal to give incorrect price or to say a sale item
was more than it was
• Misleading advertising is illegal
Consumer protection Statutory Bodies
1. Office of Director of Consumer Affairs
• Promotes high advertising standards/investigates
complaints
• Informs consumers of their rights - leaflets
• Enforces laws to protect consumer rights
• Investigates unfair and illegal trading practices
• Guarantees that products sold in Ireland conform to Irish
safety standards
• Ensures that food labels supply all the legally required
information
• Prosecutes offences under the Consumer Information Act
1978
• Advises government on consumer issues
• Publishes annual report
2. Ombudsman
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Investigates complaints made by the public against:
Government Departments
Insurance Companies
Credit Institutions (Banks)
Health boards
An Post
Used as a last resort if no resolution can be made
between the consumer and Dept. / agency
Consumer Protection Voluntary Bodies
1. CAI – Consumer Association of Ireland
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Informs consumers of their rights
Advises consumers
Publishes leaflets and ‘Consumer Choice’ magazine
Lobbies the government to improve consumer laws
Represents consumers’ interest in media
Surveys/reports on consumer products and services
Encourages high standards of quality in Irish
products/services
2. Comhairle
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Informs and advises on all aspects of social services Social welfare benefits
Entitlements
Health services
Consumer rights
Distributed through Citizen Information Bureau
Over 80 centres all over country
Free confidential information
3. Small Claims Court
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Cheap, fast, easy way to resolve disputes without a solicitor
Claims include faulty goods and bad workmanship
Any dispute up to €2,000
Fee of €15
Application form completed by claimant and sent to local
District Court office
Registrar attempts to settle it if complaint is disputed
Otherwise, case will be resolved in court
Cannot be used for
personal injury
debts
breach of leasing or hire-purchase agreements
Consumer complaints procedure
• Return to retailer a.s.a.p. with faulty good plus receipt
• Complain promptly to supplier if fault with a service
• Speak to manager outlining complaint and
stating what should be done
(compensation must be realistic)
• Letter to retailer/head office if unsatisfactory response
 Letter: description of goods – model, brand, cost
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copy of receipt and guarantee enclosed
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where? when? bought
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compensation sought
• Seek help from C.A.I. and/or O.D.C.A. if still unresolved
• Final step, Small Claims Court