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Contemporary life can be scrutinised and defined by the ubiquitous bombardment of advertisements. Every individual is a consumer, and these consumers are differentiated based on their consumption patterns and awareness of the concept of consumerism. Consumerism can be defined as the protection of consumers from organisations where an exchange occurs (Aaker, D.A. and Day, G.S, 1974:xvii). Consumerism embraces an evolving dynamic sphere wherein governments, organisations and independent consumer-oriented groups perform activities that purely functions to protect the rights of consumers. The subsequent discussion will deal with a comprehensive analysis of consumerism in South Africa, as well as on three diverse organisations. These organisations include consumer-oriented groups concerned with increasing consumers' consciousness and providing with information to improve their basis for choice, governments who functions through legislation and regulation, and finally organisations that makes up the consumer movement through competition and self regulation. Moreover, the success, or lack thereof, of consumerism in educating and protecting the rights of consumers in South Africa will be discussed.
The rights of consumers, encompassed by consumerism, include the right to be informed, to be told the truth, and the right to be assured of safety in the process of consumption. In addition to the right of consumers being entitled to have all the necessary information related to a product or service, consumers also have the responsibility of acquiring such information. In terms of safety, consumers have the right to purchase products and services that do not contain any concealed dangers. Moreover, consumers have th ...