Consumerism: A perspective for business

Abstract

Consumerism is an inevitable response to the increasingly complex and impersonal society of our times, and will be a powerful influence on business in the coming years. In response, business must develop appropriate strategies; unconcern, panic, or violent attack are not realistic reactions. The authors provide background facts and describe the nature and scope of the movement today. They then develop a perspective toward consumerism, noting that it is a complex movement which undertakes to advance the welfare of the buyer of goods and services, and one that could profit from unbiased treatment of the issues. A firm's response should include understanding consumer behavior through appropriate research, suitable marketing strategy, involvement in consumer affairs, and awareness in the ranks of top management.