The present paper is a theoretical exposition on consumerism in the context of globalization. It provides a brief review on consumer movement, various practices in the market milieu which are detrimental to the consumers, issues and remedial measures. It expostulates for a strong and organized consumer movement to create an environment to safeguard the interest of the consumers. The sovereignty of the consumer in the market is no more than a myth, at least in the Indian situation. The consumer is a king only in name without any power or privilege or rights. The mercantile maxim, ‘Caveat emptor ’(let the buyer beware), prevails in the Indian market environment, and the seller does not hold himself responsible for the quality of what he sells. This, more or less, is the plight of the illiterate as well as the educated consumer. What is true of India, it would seem, is true of many other developing and under developed countries of the world. Consumers are trapped in a maze of unethical business practices. Consumers are bearing all these silently without protest though they have every right to protect themselves against the evils of the market environment. Widespread illiteracy, ignorance of consumer's legitimate rights, poverty, and lack of organised efforts to check the market evils are among the major causes which make people vulnerable to exploitation by manufacturers as well as tradesmen and middle men. At present the mechanism to protect the consumer's interest is not foolproof. What is imperative now is not only to increase the literacy and income levels of people, but also to educate them in the causes for their present plight, make them aware of their legitimate rights and privileges as consumers, and train them in the course of action to be adopted to translate them into actualities.
Consumerism, caveat emptor, market milieu, exploitation, consumer plight, legitimate consumer rights, consumer activism
