Andrew Wildes, Gleaner Writer
DOLLS ALLEN, chief executive officer at the Consumer Affairs Commission (CAC), is urging consumers to exercise caution when shopping during the holiday.
"There is a thin line between marketing strategy and being unscrupulous," Ms. Allen told The Gleaner yesterday. She was commenting on warnings that have been issued by the Consumer Affairs Commission and the Fair Trading Commission (FTC) in an effort to safeguard consumers from potentially mercenary tactics of merchants during the Christmas season.
Ms. Allen revealed that there was an increase in complaints to the CAC by the public during the Christmas season. She explained that because of merchants contending to make greater profits during the period, varying marketing strategies are employed that may adversely affect consumers' spending. "We want them to be more vigilant and not to be caught up in the hype," said the consumer advocate.
In newspaper advertisements, the FTC and the CAC warn against advertising and marketing tactics that lure and then deceive consumers with the promise of unbelievable bargains.
BAIT AND SWITCH
'Bait and Switch', the agencies explain, is one tactic where goods are advertised at a very low price, but on arrival the consumer is told that the goods are sold out and encouraged to purchase other higher-priced goods. The agencies warn that low down payments are usually advertised and presented as though they are the total price of a product. Consumers are encouraged to call ahead and ask the total number of payments.
Consumers should also be leery of advertisements where discounts are promised but the actual price of the product not advertised.
The warning encouraged consumers not to be pressured by advertisements that portray a merchant as the sole provider of a product. Shoppers should ensure they are not swindled by buy-one get-one discounts, where the price of goods are hiked to cover others. In addition, consumers should look out for expired, damaged and un-tagged goods.
Ms. Allen said shoppers should be careful when purchasing gift items, clothes, colognes and appliances. She noted that in order to ensure that purchasing decisions are not unduly influenced by promotional practices, this Christmas consumers must be careful of 'impulse buying'. "If they plan ahead they won't be caught by the glitter and seemingly good bargains. Be vigilant and ask a little more questions," she said.
