Impact of consumerism on marketing practices: a study in national capital region

D.P.S. Verma (NICE Management College, Modipuram, Meerut, India)
Shashi Nanda (PG DAV College, University of Delhi, Delhi, India)

Journal of Advances in Management Research

ISSN: 0972-7981

Publication date: 1 January 2007

Abstract

Consumerism is fast emerging as an environmental force affecting major business decisions as consumers become more aware about their rights. Even though comprehensive staturory measures have been provided in India for curbing unfair business practices, for protecting consumer interest, and for promoting consumerism; companies have yet to do a lot. This paper seeks to assess the impact of consumerism marketing practices in India. It examines how businessmen react, respond and adapt to consumerism and the problems posed and opportunities provided by consumerism. It seeks to ascertain whether the firms are capable of handling consumerism pressures and to identify appropriate measures for minimising consumer dissatisfaction and complaints. Based on a survey of 65 companies, located in the National Capital Region of Delhi, and engaged in the production of consumer durables, they study has reevealed that a broad recognition and growing acceptance of consumerism tends to make the firms more consumer‐oriented rather than product‐oriented. It is noted that consumerism tends to serve as an opportunity for those corporate managers who are able to identify and anticipate the consumer’s problems.

Keywords

Citation

Verma, D. and Nanda, S. (2007), "Impact of consumerism on marketing practices: a study in national capital region", Journal of Advances in Management Research, Vol. 4 No. 1, pp. 74-82. https://doi.org/10.1108/97279810780001253

Download as .RIS

Publisher

:

Emerald Group Publishing Limited

Copyright © 2007, Emerald Group Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.