On the need for consumer education

By Olufemi Salami

Consumers in any part of the world are the final users of a product or service. They are so important to the extent that they determine the continuous existence of products and services, because if there are no buyers, producers of products and services will be out of business. However, in this part of the world, consumers are taken for granted by producers/manufacturers; they are never cared for, exploitation is the order of the day.

Most producers only care about their profits with no much concern for the final users of these products or services that they offer to sell in the market. More so, the heterogeneous nature of consumers makes them vulnerable to the antics of these dubious producers.

Against this background, is the establishment of Consumer Protection Council (CPC), a step in the right direction by the federal government. The CPC is the apex consumer protection agency of the government established to promote and protect consumers’ interests in all areas of products and services, by providing speedy redress to their complaints, informing, educating and empowering them (consumers) to act as discerning and discriminating consumers in the market place.

Therefore, it is important to educate the consumer about his rights and responsibilities so that he can base his purchase on rational decision instead of being cajoled by dubious sales promotions and advertisements. It is absolutely true that substandard or fake products and services have caused great damage to our national life through the loss of human resources. Examples are accidents due to use of fake tyres or substandard brake fluids etc. Many potential leaders of tomorrow have lost their lives by reasons of these unpatriotic acts.

Most consumers do not know their rights and responsibilities under the law, and the information in possession of consumers will determine their decision when purchasing any product or service. Some rights and responsibilities consumers must know and insist on are: the right to satisfaction of basic needs, that is, goods and services must meet the standard of quality promised such that there is value for money in purchase; the right to safety, that is, protection from hazardous products, production processes and services; the right to information which enables informed consumer choice as well as protection from misleading or inaccurate advertising and labeling; the right to choose at competitive prices; the right to seek redress, compensation for misrepresentation, shoddy goods and unsatisfactory public and private services, including the right to adequate legal representation; the right to consumer education by acquisition of the skill to be an informed consumer throughout life; the right to representation i.e. the right to be heard, and the right to a healthy environment.

On the other hand, the responsibilities of consumers are: being alert to the quality and safety of goods and services before purchase; gathering all the information and facts about a product or service and new innovation in the market; making decisions about well-considered needs and wants; informing manufacturers and governments of consumer needs and expectations; informing businesses and other consumers in a fair and honest manner about your dissatisfaction with a product or service; being fair and never engaging in dishonest practices.

It is believed that as consumers become aware of their rights and responsibilities as well as what to look out for when purchasing any product or service, soon those producing or selling substandard products or services will be out of business when they discover that nobody is patronising them, this will, in turn, help the economy and accelerate the development of the country.  

Salami is a corps member serving with Consumer Protection Council, South-East Zonal Office, Awka, Anambra State.