Consumer Studies Leaving Certificate ©PDST Home Economics
Dec 20, 2015
Consumer Studies Leaving
Certificate
©PDST Home Economics
Factors influencing consumer choice
• Personal likes and dislikes• Personal Values• Other people• Income• Marketing• Advertising• Packaging and labelling• Selling techniques
Classification of retail outlets
• Supermarkets: open plan, self service, variety – food, clothes, household, optional internet shopping eg. Tesco / Superquinn
• Voluntary Supermarkets: independent owned grocery stores, many shops eg. Centra / supervalu
• Independent Shops: family owned, usually specialise in certain products eg. Ryan’s Shoes
• Department Stores: Large store with wide
variety, various departments eg. Debenhams /
Brown Thomas
• Multiple Chain Stores: One company with
many branches, good value, self services eg.
Pennys / Dunnes Stores
• Discount Store: Catalogue orders, cheaper,
prepacked goods eg. Argos
Other retail outletsDiscuss the following :-
• Street markets• Auctions• Shopping centres• Party selling• Television buying• Vending machines• Mail order• Door-to-door selling• On-line/internet shopping
Retail Psychology• Store Layout: Size influences time spent in store,
• grid layout – follow flow of aisles and
see more products
• In-store stimuli: Lighting, background music,
aromas
• Product placement: essentials at back of store
• sweets at checkouts
• Shelf-position: luxuries at eye-level
• Loyalty cards: points for money off
• Merchandising: 3 for price of 2
• loss leader technique
Shopping patterns
• Large shopping centres –’one stop shopping’• Opening hours – 24 hour shops, TV and online
shops• Increased consumer awareness/price conscious• More foreign-owned shops lead to price wars eg. Lidl, Aldi Vs Dunnes and Tesco• Multi-cultural influences • Increased environmental awareness• Increased nutritional awareness/convenience foods• High hygiene standards expected• Cash replaced by laser/credit cards
Purpose of consumer research
• To identify consumer wants and expectations• To test the market prior to developing / launching
a new product• To highlight market trends• To identify market size • To identify potential markets• To identify competitors
Methods of consumer research
• Field research – vox pops• interviews• consumer panels• Desk research – written surveys• questionnaires• phone surveys
Consumer Rights• Choice: variety creates competition
• Information: honest info about product
• Value: entitled to value for money
• Safety: goods should be :-
• safe to use
• carry safety symbols
• carry warnings
• carry instructions
• Redress: to complain and receive the 3Rs
• repair / replacement / refund
Consumer Responsibilities• To inform themselves:
• know rights , safety and quality symbols
• To follow instructions:
• follow instructions for safe use and care
• To complain:
• to improve standards
• Use resources wisely:
• to minimise damage to environment
Environmental Responsibility
• Avoid over packaged products
• Recycle bottles, cans, paper
• Reusable shopping bags
• Compost kitchen waste
• Do not waste water
• Purchase goods made from recycled products
Types of PollutionWater Pollution
Cause Effects Reducing•Factory Waste•Sewage•Farm Waste•Chemical Waste•Phosphates in detergents
•Alga bloom•Unsightly•Kills fish and marine life•Harms tourism& fishing industry•Water unsafe to drink
•Use phosphate free detergents•Monitor factory waste•Efficient sewage treatment systems•Limit use of artificial fertilisersand pesticides•Safe disposal of all garden chemicals•Heavy penalties for illegal disposal
Air Pollution Causes Effects Reducing•Smoke from fossil fuels•CFCs Carbon monoxide (traffic)•Gases from burning fossil fuels•Overuse of sprays & cleaning agents
•Global warming•Ozone layer damaged•Increase in respiratoryconditions and allergies•Acid rain lowers pH of soil•Acid rain erosion
•Use renewable energy resources•Avoid products with CFCs•Use smokeless fuels•Use car less/car share /public transport•Use unleaded petrol•Buy energy efficient appliances
Noise PollutionCauses Effects Reducing•Aircraft•Rail •Road traffic•Loud music•Construction work•Alarms•Lawnmowers •Dogs
•Difficulty selling property•Poor image of an area•Upset residents•Headaches•Irritation•Insomnia
•Choose vehicles / motors with lower noise emissions•Have consideration for neighbours •Insulation•Housing away from transport systems/discos
Energy• Non-renewable sources: gas, coal, oil, gas• Renewable: wind, solar, biomass• Wind: turbines have become popular in recent
years.• Solar: solar panels now required in all new
houses, heat water• Biomass: Natural plant growth (trees/crops) used
to produce energy
Steps to Lower Energy Consumption• Energy efficient appliances (A or B)
• Using CFLs• Turn off unused lighting• Line dry clothes• Lagging jacket on water cylinder• Shower instead of bath• Insulate the home – windows/attic/cavities• Solar panels• Don’t leave appliances on standby• Use timer on heating system• Reduce thermostat by 1 degree gives saving of
10%• Completely fill dishwasher• Economy cycle or half-load on washing machine
Consumer LawsCaveat Emptor–Let the Buyer Beware
Sale of Goods and Supply of Services Act 1980• Goods• Merchantable Quality• Fit for Purpose• As described• Correspond to sample• Services• Provider MUST be skilled• Care and diligence given• Quality materials used
Redress• Under the Act, consumers are entitled to
complain• One of the following must be offered provided
that the product is returned with a receipt and has not been tampered with:
• Repair• Replacement• Refund• Compensation• Credit note• In the case of service, repeated without charge
Consumer Information Act 1978
To protect the consumer from false / illegal claims about goods/ services. It states that:
• False descriptions of products are illegal• False descriptions of services are illegal• Illegal to give incorrect price or to say a sale item
was more than it was• Misleading advertising is illegal
Consumer protection Statutory Bodies1. Office of Director of Consumer Affairs• Promotes high advertising standards/investigates
complaints• Informs consumers of their rights - leaflets• Enforces laws to protect consumer rights• Investigates unfair and illegal trading practices • Guarantees that products sold in Ireland conform to
Irish safety standards • Ensures that food labels supply all the legally required
information • Prosecutes offences under the Consumer Information
Act 1978 • Advises government on consumer issues • Publishes annual report
2. Ombudsman• Investigates complaints made by the public
against:• Government Departments• Insurance Companies• Credit Institutions (Banks)• Health boards• An Post• Used as a last resort if no resolution can be made
between the consumer and Dept. / agency
Consumer Protection Voluntary Bodies1. CAI – Consumer Association of
Ireland
• Informs consumers of their rights• Advises consumers• Publishes leaflets and ‘Consumer Choice’ magazine• Lobbies the government to improve consumer laws• Represents consumers’ interest in media• Surveys/reports on consumer products and services• Encourages high standards of quality in Irish
products/services
2. Comhairle• Informs and advises on all aspects of social
services - Social welfare benefits Entitlements Health services Consumer rights• Distributed through Citizen Information Bureau• Over 80 centres all over country• Free confidential information
3. Small Claims Court• Cheap, fast, easy way to resolve disputes without a
solicitor• Claims include faulty goods and bad workmanship• Any dispute up to €2,000• Fee of €15• Application form completed by claimant and sent to local
District Court office• Registrar attempts to settle it if complaint is disputed • Otherwise, case will be resolved in court• Cannot be used for personal injury debts breach of leasing or hire-purchase agreements
Consumer complaints procedure
• Return to retailerretailer a.s.a.p. with faulty goodgood plus receipt• Complain promptly to suppliersupplier if fault with a service service • Speak to managermanager outlining complaint and stating what should be done (compensation must be realistic)• LetterLetter to retailer/head office if unsatisfactory response Letter: description of goods – model, brand, cost copy of receipt and guarantee enclosed where? when? bought compensation sought• Seek help from C.A.I.C.A.I. and/or O.D.C.A. O.D.C.A. if still unresolved• Final step, Small Claims CourtSmall Claims Court