Consumer Studies Leaving Certificate PDST Home Economics Factors

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 outlets Discuss 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 3 Rs • 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 Pollution Water Pollution Cause • Factory Waste Effects • Alga bloom • Sewage • Unsightly • Farm Waste • Kills fish and • Chemical Waste marine life • Phosphates in • Harms tourism detergents & fishing industry • Water unsafe to drink Reducing • Use phosphate free detergents • Monitor factory waste • Efficient sewage treatment systems • Limit use of artificial fertilisers and pesticides • Safe disposal of all garden chemicals • Heavy penalties for

Air Pollution Causes • Smoke from fossil fuels • CFCs Carbon monoxide (traffic) • Gases from burning fossil fuels • Overuse of sprays & cleaning agents Effects • Global warming • Ozone layer damaged • Increase in respiratory conditions and allergies • Acid rain lowers p. H of soil • Acid rain erosion Reducing • 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 Pollution Causes Effects • Aircraft • Difficulty • Rail • Road traffic • Loud music • Construction work • Alarms • Lawnmowers • Dogs Reducing 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 Laws Caveat 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 Bodies 1. 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 Bodies 1. 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 • Ø Ø • • • 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 • • ü ü ü 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 retailer a. s. a. p. with faulty good plus receipt • Complain promptly to supplier if fault with a service • Speak to manager outlining complaint and stating what should be done (compensation must be realistic) • Letter to retailer/head office if unsatisfactory response Ø Letter: description of goods – model, brand, cost Ø copy of receipt and guarantee enclosed Ø where? when? bought Ø compensation sought • Seek help from C. A. I. and/or O. D. C. A. if still unresolved • Final step, Small Claims Court