What are the Important Sources that Provide Information to the Consumers?


Some important sources that provide information to the consumers are as under:

1. Mass media.

The message which is conveyed through media to a large section of population is called mass-media, e.g., tele­vision, radio, and other printed material etc. Price lists of commodities in different mar­kets are published in newspapers.


Manufac­turers give advertisements in newspapers and magazines highlighting the quality of their products these information’s help the con­sumer in comparing and in taking decision regarding purchases. These days information provided by audio-visual media is more popu­lar than the printed one as even the illite­rates can get information from it.

2. Personal and other experiences.

Once a consumer is satisfied with the use of a particular product, he does not hesitate in buying it again. Information can also be obtained from friends and neighbours, but sometimes the person providing information hides the drawbacks of the product in order to justify his purchase. Therefore, consumer must get full information on his own before making a purchase.

3. Information from labels.


Consumer gets a lot of information from the label on the product. The label provides full information regarding the quality, quantity, price, ingredients, date of manufacture, date of ex­piry, method of usage, etc. A good and com­plete label helps the consumer in making purchases.

4. Commercial information.

Some commercial information about the price, qual­ity, guarantee, etc., can be taken from the shopkeepers or the manufacturers of the prod­uct. Various commercial organisations bring out booklets or pamphlets containing techni­cal information regarding the product.

5. Consumer protection organisa­tions.


Many consumer protection organisa­tions have been set up in the cities that highlight the news of sellers cheating the con­sumers. Consumer guidance society is one such example. This organisation cautions the consumer against adulteration and suggests simple methods for its detection.

6. Extension agencies.

Extension agencies, Depts. of health, food, agriculture, social welfare, etc., give information to con­sumer about different aspects of food prod­ucts from time to time. Mostly such informa­tion is provided to rural residents living in far off places.

7. Voluntary agencies.


Voluntary agen­cies play a very important role in imparting information regarding rights and duties of the consumer.

Sources mentioned above help the con­sumer in making purchases in one way or the other. Apart from this the consumer takes into consideration his financial condition and requirement before purchasing product. Nowadays ready-made food material like instant soups, dose, and coffee mixtures are a boon for working women but these should be purchased judiciously because these food prod­ucts if prepared at home are less expensive.

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