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Postulates that the consumer is king in the marketplace. Opines that this doctrine is closely related to laissez‐faire with regard to products failing or succeeding, though market inequalities make it difficult to succeed in this. Advocates that the factors which handicap consumers in relation to sellers are product complexities, making it difficult for consumers to make reasoned comparisons, lack of interest and capability on the part of consumers to obtain and evaluate necessary product information, inequalities in income distribution and consumer ignorance and lack of expertise. Demonstrates, through the use of a 3‐part questionnaire, used in Benin City in Nigeria, a sample study of 50 adults from each of nine zones with a range of questions. Tabulates and explains in depth the results of the questionnaires and gives examples and explanations of the research findings. Concludes that a low level of consumer awareness is not, for a developing country, much of a surprise because of low levels of formal education and a lack of consumer organization. Gives policy recommendations to assist in aiding the consumer to become more adept (through laws and education) at discovering their rights.