A definition of
consumerism states, “the belief that the buying and
selling of large quantities of consumer goods is beneficial to an economy or a
sign of economic strength”. Well, the very definition starts with a hypothesis that it is a
belief. So what is the real thing? Is
increased consumerism, really doing good for the economy. Let us consider this
in the light of the following facts.
In olden days, a product that was bought usually lasted
for a very long time. Anything for that matter, be it clothes, cutlery,
furniture, electronic appliances or whatsover, the durabilty of the product was
a very important criteria in the buying decision. However, today things have
changed. We are looking at fashion, trend, the latest in lifestyle, and other
external parameters rather than the inside stuff. So, the concept of longevity
of a product is not of vital importance, anymore.
This inturn has encouraged the manufacturer to make
products of inferior quality, because he knows that the consumer is not going
to use it for long. By doing so, the manufacturer gets a twin benefit. The first benefit is; he is able to reduce
the cost of production and is in a position to offer the product to the
customer at a very cheap price. For example, in case of a mobile phone, the
manufacturer is aware that the person is not going to use the same phone for
more than 3 years. So he decides the components to be used for this product
based on this criterion and thereby is able to produce the product at a much
cheaper price. From the point of the consumer, the consumer is happy that he
has got a product with maximum features, for a minimum price. The second
benefit is; as the manufacturer uses
inferior quality components, the product becomes non functional in a few days.
Nowadays you cannot find anyone to get it repaired, so you are forced to go for
a new purchase. This means added business volume for the manufacturer.
The concept of repair and mending is slowly moving out of
our culture. Just the same way it happened to advanced countries some years
back. So there is no much option except to “use and throw”.
Look at the ways our lives have evolved. Not very long
back, we had coblers who could mend our shoes, tailors who could alter our
dress that did not fit, mechanics who would repair our Radio or TV. But today,
when you take a product for repair, one of the common responses you could hear
is, “You could get a new one for the cost of the repair”. If you ask, “So what
do I do with this?” you will get an instant reply, “Just throw it as junk.”
The market for second hand products is drastically
reducing. If you wish to sell your Old Computer monitor or Old TV, you will
find absolutely nobody to buy. With technolgical updation taking place in every
sphere, there is no preference for old technology products, and ultimately you
have no option except to dump it as junk. Thanks to the discount offers,
intelligently disguised as “exchange mela”, by retailers who want to woo customers
to buy their latest products. The junk in your house now becomes the junk in
the retailer’s godown, which goes on to become metal and plastic scrap.
What is the bottom line? It is a huge waste on natural
resources and manpower of the country, which are our core assets. We deplete the natural resources and waste
human labour, unprudently. The consumer ends up spending more for less value,
leading to depletion of his savings. The junk disposed becomes a major environmental
hazard. Now tell me, is this beneficial to the economy?
The answer is a definite NO. Just because we have an
increased affordabilty does not mean we should have a careless attitude, towards
buying. Next time before you buy, ask yourself do I really need it. Don’t buy
something, just because it is available cheap. Don’t be carried away with free
offers. Nothing is offered free. The cost of the free has been built in the
product price. Think twice before you buy.
Happy Reading,
D. Senthil
Kannan
Articale dated Sep'2011
