Consumer satisfaction: A stronger customer reflects stronger business. A large proportion of spending is channelled through retail businesses every year. The most important element of consumer satisfaction is that the consumer is given a variety of choices and the ability to choose goods that he needs for his consumption.
The goods of his choice should be of acceptable quality that are fit for the purpose for which the product is being bought and the buyer buys it at a price that gives value for money.
CHARGING HIGHER PRICES: Every year we observe during the month of Ramazan that despite the best efforts of the government which announces that they would not allow the traders to increase prices during this holy month substantial increases in prices we witnessed.
Some of us have started taking these governmental announcements as an indication that here comes the month when every one of us should be ready to pay double the prices of those goods that were readily available at cheaper prices.
All measures taken to control the prices and quality of goods are fruitless. Why this happens remains a mystery for a common man. Are the policies of the government not effective enough to control this development? Are there no effective laws, rules and regulations in force to control the situation or is it because the desired legislative framework is not upgraded to meet the needs of the current situation or that there may not be the requisite implementation authority to deal with the situation. These are the crucial issues that need to be responded to by someone.
Despite all these ills of our society and the knowledge and awareness the public and the law enforcement agencies, no attention has ever been given to seriously look at the entire legislative and enforcement structure, to establish if it needs improvement or if some additional measures may be required.
This evil is increasing every year and the public has started taking these incidents of bad quality, overcharging to the extent of doubling the prices and being insulted as routine business of our daily life. During the month of Ramazan this year, there were several incidents when the shopkeepers started beating the consumer. This behaviour demonstrates the uncontrollable situation prevailing.
ADDRESSING CONSUMER'S CONCERNS: The consumers' voice must be heard and consumer representation must be effective. It is desirable that the government should pay serious attention to issues relating to this problem and should also address the supply and demand situation by balancing these two wherever it is needed. Ways and means need to be identified to address consumers' concerns in a more scientific and orderly manner.
There may be new issues concerning consumers that were never thought of or addressed before. New ways must be identified to associate the general public in the resolution of these public-related concerns.
In case, it is thought that the public authorities are not effective in carrying out the resolution of these issues, awareness among the public must be created to suggest the possible solutions to the government to achieve the desired goals.
LEGISLATIVE MEASURES: In most of the developing countries consumer protection is attracting the attention of governments. Several factors have led legislatures in many countries to recognise the need to develop effective measures for consumer protection.
The United Nations established guidelines in these areas that are designed to assist the countries by providing a framework within which consumer policy could be developed and implemented. Similarly, the United Kingdom and European countries have developed their own initiatives in all areas of commerce to protect consumers.
In order to protect the consumer's interests in the United Kingdom, the government has taken several measures in this regard. These includes the Sale of Goods Act 1979, Supply of goods and services Act 1982, Sales and Supply of goods Act 1984 and the Sale and supply of goods to Consumer Regulations 2002.
All these Acts and Regulations are meant to protect the consumers. Basically these are meant to ensure that wherever the goods are bought, they must "conform to contract" and that means that that they must be described fit for the purpose for which these are being bought and are of satisfactory quality.
Goods are described as of satisfactory quality if they reach the standard that a reasonable person would regard as satisfactory, taking into account the price and any other description the buyer stipulates at the time of purchase.
The acceptable quality means fitness for purpose, freedom from minor defects, appearance and finish; durability and safety.
It is the seller and not the manufacturer who is held responsible to ensure that the goods conform to the standards that are specific in a contractual liability.
If the goods do not conform to the contract at the time of sale, the buyer is entitled to get his money back depending upon the circumstances in which the transaction took place.
Normally for an ordinary consumer, he is entitled to get his money back immediately. He gets his money back even though he has used the goods to check the quality of goods for the purpose of its being fit and is of the same quality for which the money was paid within 30 days of his purchase. He should inform the seller of his intention to do so due to the above reasons.
A purchaser who is not a consumer and has not bought the goods in the course of a business, can alternatively request a repair or replacement.
In addition to the above legislation, Unfair Contract Terms Act 1977 has played an important role in consumer protection where one-sided contract with exclusion clauses have been practically declared illegal and unenforceable in the United Kingdom.
VOLUNTARY MEASURES: In addition to legislative measures, in countries where the consumers interests were grossly violated, consumer protection organisations were created by the consumers themselves to protect their interest either by pressurising the governments to enact the desired legislation to stop one sided practices or to create awareness for a change in consumers behaviour if they are confronted with gross injustices.
These voluntary organisations have started playing an effective role in creating awareness among the consumers.
AREAS OF CONCERN: The desired concerns in this field should be focused mainly in the following areas.
-- The need for adequate and up to date legal frameworks that meets the objectives;
-- Khalil Ahmed Ways and means to protect the consumer's interests
-- How easy, quick and cost effective redress is provided to consumers and
-- The protection should be given in all areas of commerce where one-sided contracts are forced upon the consumers with contracts full of exclusion clauses and the consumer is practically forced to enter into these contracts, as they have no other choice.
-- Ways and means to make the manufacturer and distributors liable for the quality of their products to the satisfaction of the consumers. This objective may need additional legislation to be enacted if the previous one is not fulfilling the desired results.
ROGUE TRADERS: This group of distributors provides the most unfair competition to legitimate businesses and this should be discouraged and stopped by taking strict measures.
There is no doubt that it is the responsibility of the district administration of the area to ensure that the business and commercial concerns do adhere to the local laws that are meant to protect an ordinary consumer and that he is not overcharged or given a quality that does not meet the standard established for that kind of product or goods.
It is also a prime responsibility of our legislature that we put in place the latest rules and regulations used to protect the consumers as has been done in most of the developing or developed countries.
We need to move fast to achieve our desired objectives in this direction otherwise, the fake market is emerging fast and consumers are suffering with these fake products that are being sold in the market at cheaper prices.
This is not at the expense of the consumers but the government is also losing huge revenue in the shape of lost taxes with these practices. The sooner these are effectively checked, the better it is for all of us.
CONSUMER'S INVOLVEMENT: There is a need that the district administration should involve the citizens in this task to ensure that the rules, regulations and legislation that are in existence, no matter how old and defective these are, should be implemented without any compromise by the traders. Consumer protection should be given utmost priority.
This is a task that has not been completed by the administrative staff effectively. Only statements are issued that have no impact.
There is a need to associate consumers in this programme. This would not only create a sense of participation but also bring in transparency and there would be less criticism of the district authorities for ineffective action.
DEVELOPING AWARENESS: We should be able to develop and organise small consumer societies in every shopping area, village, town and cities that should include respectable ordinary citizens to create awareness among consumers to change their attitude towards their buying habits.
The awareness should be created by educating these consumers to peacefully protest the arbitrary increase of prices of the daily consumables and other goods by deciding not to buy those goods the prices of which have been increased without any legitimate or lawful excuse.
We should refrain from buying those goods we think are of unacceptable quality, faulty, unhealthy and do not meet the safety standards and do not provide us value for money. If we refrain from buying and stop chasing goods that do not meet the acceptable standards of quality and "value for money", it would be in the best interests of the consumers that this rouge group is discouraged.
We should also create awareness among consumers to minimise the usage and waste of consumable items by using them as per their requirements.
We should create awareness that no food is wasted in marriage parties and on Iftaris that is thrown away afterwards. We should be able to demonstrate a mature attitude towards these issues so that we can eradicate the economic ills of this society.
ROLE OF ELECTRONIC MEDIA: The electronic media should also play a positive role in creating awareness among the public, that they should refrain from paying higher prices, purchasing fake goods that are labelled as number two in the market and should be ready to assert our legal rights to demand, from the retailers and distributors, our right to reject the goods if the quality is poor and the goods are not meant for the purpose for which they have been purchased.
It may take time for the government to come to our aid but we should have the patience and faith that once we start asserting our rights, things would start changing.
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