A consumer spends hard earned money on his purchases. So he wants to get proper return of his money by purchasing items of good quality with accurate measures and at reasonable price.

But all this is not that simple. Earlier in this chapter we have read how the manufacturer or seller tries to cheat the consumer by adopting various malpractices, in order to earn quick profit.

Therefore, the consumer should always be vigilant while making purchases. For this, the consumer education is very helpful. In­formed consumer is not easily misled by manufacturers or sellers.

Meaning of Consumer Education


• Educate the consumer to take judicious decision regarding his purchases, i.e., what, where, when, and how much to buy.

• To create an awareness in the consumer | regarding his rights and duties.

As a result of modernization, there are number of goods and services are available in the market used in everyday life.

The con­sumer finds it difficult to select one as per his needs. For proper selection, some judicious decisions are to be taken before hand. Con­sumer education helps the consumer in tak­ing these decisions.

Consumer Education Teaches:

What to buy:


• Buy only what is required.

• Buy goods with standardized markings.

From where to buy:


• Purchase only from wholesale shops, super bazaar, central stores, company showrooms or authorized shops.

When to buy:

• Buy only when required.

• Buy only when the shop is not overcrow­ded.


• Buy seasonal fruits and vegetables.

How to buy:

• Buy in cash only.

• Don’t pay more by purchasing on credit or installments.


• Don’t purchase from black market.

How much to buy:

• Buy as per your requirement.

• How much to buy depends on your financial status.


• Keep in mind the nature of the goods. Don’t buy perishable items in bulk.

In this way, the consumer education helps in selecting the proper goods and deci­sions to be taken at the time of purchases.