Importance of Consumers:

“It is a consumer’s demand that leads to the purchase of a good or service which generates revenue for organisations. When consumers are absent from this equation, the success of an organisation is questionable.” (Philip Nguyen, 2017).


Relevant ethical issues:

  • Consumer Protection
  • Product Policy: Product safety, fitness for purpose
  • Marketing Communication: Deception, misleading claims, intrusiveness
  • Pricing: Excessive pricing, price fixing, predatory & deceptive pricing
  • Distribution: Gift & bribes, slotting fees
  • Marketing Strategy: Targeting vulnerable individuals, consumer exclusion
  • Market Research: Privacy issues