CONSUMER AWARENESS:Consumer education

It is a process of creating awareness about information concerning goods and services for satisfying people’s needs.

  1. An educated consumer is one who is fully informed about goods and services in the market.
  2. A Consumer He/she is anyone who uses the goods and services to satisfying people’s needs. A consumer must always be informed.
  • so as to make wise decisions to pay for the essentials,
  • he/she must be enlightened on how to purchase goods and services to his maximum satisfaction in relation to money spent,
  • he has to know where to purchase goods and services without being exploited
  • he has to obtain the best value for his money without being cheated,
  • he has to know what to look for in goods insider to get satisfaction,

Consumer education

Involves enlightening a person with information he needs so as to be a better consumer while using his purchasing power.


  1.  it increases ability of keeping consumption at a comfortable level
  2. makes consumers aware of product information,
  3. makes consumers aware of their protection,
  4. iv) consumers are able to know their rights and know when they are violated,

e.g violations like

  • changing high prices low quality goods,
  • not showing country of manufactures,
  • lack of relevant information on product performance so consumer should always ensure they have clean information on use of items,


Should always ensure he has a manual on how to use the items.

[the_ad id=”1178″]


Importance of consumer education

A consumer is able to decide on what;

  • should take priority between wants and needs,

N/B:-         A need is a commodity that a consumer can’t do without e.g food,  clothing, shelter and has to be catered for before meeting others.

Wants are those that may not be necessary at a particular time; e.g buying              an expensive watch/eating in an expensive hotel.

  • Helps consumers not to be deceived by sellers and adverts because they are able to understand the market,
  • The consumer is able to plan his expenditure on goods and values,
  • He/she is able to make wise decisions on spending of resources,
  • Helps consumers present complaints about goods and services,
  • Through this he/she can be able to compare prices and quality of goods in relation to price.

Points to consider when buying any item

N/B:- It is important for consumers to always;

  • examine goods well before buying to ensure they are of quality,
  • should always ensure that he acquires a receipt for correct amount of money paid for,

Definition of goods: Goods

Are tangible products a consumer needs to meet daily needs e.g food, fuel and clothing etc. N/B:- Goods that are not bright frequently e.g furniture are called consumer durable.  Goods can be seen, touched and valued.


Its not a tangible commonly but can satisfy a need e.g




Consumers can easily be exploited where services are offered since they are not seen, touched/valued and are sold in trust.  Consumers sometimes pay for services they are not satisfied with because they agree on a fixed payment before all its given.

N/B:- Consumers should always set priority in acquiring goods and services offered.

Aspects of consumer education

It is education sheets with

  1. The need for consumer to know their rights and responsibilities e.g right to information about goods and services,
  2. Principles of good buying, planning and budgeting with money available,
  3. Factors that affect choice of goods and services e.g availability price,
  4. Need of a consumer understanding her role as user of goods and services,
  5. Consumer protection and agencies that protect consumers interests,
  6. Ways of acquiring information and using it relating to needs,
  7. Problems facing consumers.

[the_ad id=”1178″]


Sources of consumer information

It is important because it enable consumers to get the right decision on what goods and services to buy;

N/B: Information sources include;

  • Manufacturers

It is through  – labels on goods

  • brochures
  • pamphlets
  • demonstration by promoters
  • bill boards
  • Mass media

Through          – radio

  • television
  • newspapers
  • magazines
  • journals
  • books and other forms of lit

N/B:- Consumer should always be careful with the persuasive language used in adverts.

  • Dealers/agents

Done through displaying products and personnel available to explain to consumers about the good.

Other consumers and consumer organizations

Information of one consumer to another can also be through consumer organizations that educate people on matters concerning the girls and services e.g k.c, ebc and government departments.

Information can be from different government departments that deal with some goods e.g knitting boards, weights and measures department, public law institute etc.

[the_ad id=”1178″]




Stay Connected
Must Read
Related News