There is a need for consumer consciousness so that the customers can take action against retailers who are dishonest.
The following two examples state the need of consumer consciousness
(i) The ISI and Agmark logos are quality certifications on certain classes of products. Consumers must look for such certifications while purchasing items requiring these marks.
(ii) Consumers must have an adequate knowledge about the products that they are buying, so that they can make an informed choice of the correct product to buy.