CONSUMER STUDIES : GRADE 10 TONGAAT SECONDARY SCHOOL
THE CONSUMER
Terminologies
Consumer society- a society in which buying and using goods in an important economic
factor.
Consumer activism – when a consumer uses their power to bring about social or political
change
Entrepreneur- someone who is willing to assume the responsibility, risk, and rewards of
starting and operating a business.
What is Consumer Studies?
CAPS describes Consumer Studies as a subject that teaches learners about responsible
and informed consumer behaviour in respect of food, clothing, housing, furnishing and
household equipment.
LESSON 1
THE CONSUMER
What is a consumer?
A consumer is a person who buys products or services.
To be a consumer you also need to be a producer and have money to buy and to
produce goods and services.
As a consumer you need to be well informed about what you are buying and aware
of your consumer rights and responsibilities.
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Consumer needs and wants (refers to Maslow’s hierarchy of needs)
Maslow’s hierarchy of needs
Need Description Examples of
products that satisfy
the need
1. Physiological These are basic things we need Basic food, water, air,
needs for survival. shelter and clothing
2. Safety and security These needs include physical Lock and keys,
needs safety as well as physiological fences, burglar bars,
security in a form of order, saving account,
stability, routine, control over our insurance policy,
lives and environment. health and stable job.
3. Social needs Includes needs such as love, Personal products
affection, belonging and (cosmetics,
acceptance. We all need to be mouthwash,
loved in relationship, families deodorant, perfume).
and by other people. Fashionable clothes
and shoes , TV,CDs.
4. Ego or esteem Need for respect and Success academically
needs appreciation. Self-confidence, : passing a grade,
independence, Knowledge and getting a certificate or
achievement. degree, in sport
making a team ,
winning
5. Self-actualisation This level involve an individuals Educational
needs need to become everything he programmes, musical
or she is capable of coming in instrument and
different areas and activities. training, golf lessons,
art classes.
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LESSON 2
Consumer rights and responsibilities.
Consumer rights Description
The right to be heard You have a right to be heard on issues, that concerns
you. E.g. if you have a complaint about a product you
have bought you have a right to speak to the manager
of the place of purchase.
The right to be The place of purchase need to give you all the
informed and information you need about a product or service. For
protected against example you have the right to know the exact
deceitful or ingredients of all processed food that you buy or details
misleading practices. of any contract that you sign.
The right to safety and Products and services must be safe and in no way a
protection from danger to you and or your family health. You also have
hazardous goods or a right to be physically safe while shopping,
services
The right to choose You have a right to see a variety of products and
and have access to a services that to suit your needs based personal taste,
variety of products or quality or price.
services.
The right to redress, When you are sold an inferior product or service, you
to replacement or have the right to go back to the seller and demand a
refund for inferior replacement or refund.
products and
services.
The right to consumer You have a right to demand education in consumer
education. affair.
The right to Consumers have a right to have access to adequate
satisfaction of basic food, water, sanitation, housing, health care and
needs education.
The right to healthy You have the right to work in a safe environment. You
environment. have the right to demand the product that will not pollute
air, water or living spaces
The right to quality Consumers demand quality in design, workmanship,
materials and ingredients in products and services
The right to be Consumers can insist on a fair price in relation to the
charged fair prices. quality of products and services they buy.
The right to be a Consumer from the minority groups or with low incomes
minority consumer have the same rights as everyone else.
without disadvantage.
The right to receive Every consumer has the right to be treated with respect
courteous and and dignity by businesses that provide products and
respectful treatment. services.
3
CONSUMER RESPONSIBILITIES
CONSUMER DESCRIPTION
RESPONSIBILITIES
The responsibility to Responsible citizen follow the rules of the society e.g.
follow rules and not smoking in public places.
regulation.
The responsibilities to When you buy something you are expected to pay for
honour your it.
commitments.
The responsibility to be Consumer must always be honest e.g. avoid shop
honest lifting which is taking product from a shop without
paying for them.
The responsibility to act To act ethically means choosing to do things that you
ethically. know are right and avoiding things that are bad.
The responsibility to It is your responsibility to be aware of marketing
think independently and strategies and misleading advertisement and try to
to make a decision get you to buy goods that you do not actually need or
based on really needs want.
and wants.
The responsibility to be Before you go shopping, find out about the prices
well informed. and sizes of what you wish to buy, materials they are
made of or how long it will last.
The responsibility to air If you buy an inferior or unsafe product you should
your views and complain.
complaints
The responsibility to be You should respect sales person and be polite and
polite and fair friendly to them.
The responsibility to be Be very careful not to damage goods when looking at
carefully with all goods them. When fitting clothes do not smudge make up
on them.
The responsibility to A budget is a spending plan of an individuals or
keep to a budget family needs and want depending on the money they
have.
The responsibility to A budget, you need receipt of past expenses to help
keep records of all you estimate how much you have spent on things like
expenses. clothing, food and entertainment.
The responsibility to Responsible consumer always include an amount in
save for emergency their budget to save each month.
expenses
The responsibility to As a consumer we are responsible to look after our
preserve the natural natural environment for future generations.
environment.
4
THE CONSUMER
LESSON 1: TYPES OF DECISION MAKING
TYPE OF DECISION DESCRIPTION
Spur of the moment People make these decisions in a hurry
decisions
Habitual decisions People make this decisions out of habits
intuitive decisions People make this decisions using their intuitions, their
inner knowing
Rational decisions People make this decisions using logical, sequential steps
LESSON 2 The rational decision process
Rational decision making:
Is a cognitive process which is made up of a logical step by step process
Choices made only after looking at problems carefully and consequences
considered
Step-by-step process (rational decision making)
Step 1: Identifying/recognising the problem
Define the problem
Step 2: Searching/seeking/ identifying the alternatives
Collect information to identify alternatives for solving the problem
Step 3: Analysing and evaluating alternatives
Every alternative is considered thoroughly including consequences thereof
Step 4: Choosing one of the alternatives / making the purchase (decision is taken)
Choose the best alternative
Step 5: Analysing and accepting the consequences of the decision (post-purchase
behaviour)
Accept the consequences of the decision taken
